Granny & Co-washing Trends Examined in New Report

Further reading: Translating trends for hair care.

According to Kline, women of all ages are coloring their hair shades of silver and gray, which led to 2014 hair colorant sales gains of 46% and 14%, respectively, in the brights and silver shade groups.

This is the most significant manifestation of the "granny trend."

Another trend validated by Kline is co-washing, "which is the practice of cleansing one's hair with conditioner instead of shampoo." This reflects the huge growth in clarifying conditioners, which account for less than 1% of conditioner sales as of 2014.

Ouidad's Curl Co-Wash is among the leading items in the segment, according to Kline.

"Functional hair care, or products that provide specific performance-oriented benefits like restoring hair or imparting shine, is another area" that is growing, according to Kline. Independent salons are noting a rise in shampoo and conditioning products addressing thinning hair.

Conversely, hair oil sales dropped down 6% in chains and 5% in independents in 2014. The category has reached maturity, Kline notes.


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