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Portrait of woman model with shiny long brown hair

Do You Dry Shampoo?

Dry Shampoos continue to crash the daily shampoo-and-repeat party. According to Mintel, regular shampoo usage has seen a slight decline, as 85% (2016) of those polled indicated they wash their hair less, compared to 89% just a year earlier (2015).  In addition to just washing their hair less frequently, consumers are purchasing more dry shampoos as indicated, with usage increasing by 4% in 2016(2). However, it hasn’t always been positive for dry shampoos. Their slow rise to fame is attributed to an adjustment in their marketing message. In 2006, dry shampoos focused on ease of use and UV protection. Now they are positioned as time savers and tout free-from claims.

screen-shot-2016-09-22-at-10-43-52-amDon’t expect this rise to fame to slow down anytime soon. As the world continues to deal with water scarcity, dry shampoos address this global concern.

By 2025, 1.8 billion people will be living in countries or regions with absolute water scarcity.
Source: Mintel(1)
However, as we adapt to an ever-changing world, companies must be able to offer products that confront future water strains while maintaining a level of efficacy consumers demand. Dry shampoos will sustain their growth not only because of  global issues, but due to the growing number of people who use them. 52% of US consumers think dry shampoo is a great on-the-go application, while 49% believe it saves time, and 44% feel it allows them to use traditional shampoo less frequently(2).
screen-shot-2016-09-22-at-1-21-30-pm

Also, dry shampoos are perfectly positioned to go after the growing ethnic hair care market.

Black spending power is projected to increase to $1.4 trillion by 2020.
Source: Mintel
Consumers with ethnic hair greatly benefit from dry shampoos that offer refreshing claims, allowing them to save time while perfuming and styling their hair(3). Our ethnic hair care post identifies the potential and growing buying power of this consumer base.

Formulation Solutions:

Blanova DS 911

INCI: Zeolites

  • Effective for a broad range of adsorption applications
  • Best for applications with a complex mix of odors, or when the odors have not been individually identified

DEHYQUART A-CA

INCI: Cetrimonium Chloride

  • A vegetable based conditioning agent
  • Easy blending liquid

Isopropyl Myristate

INCI: Isopropyl Myristate

  • Clear, colorless, almost odorless oil

D-Panthenol 50-P

INCI: Panthenol and Propylene Glycol

  • Provides long lasting moisture and improves luster and sheen
  • Prevents hair damage and thickens hair

BRB 1834

INCI: Cyclopentasiloxane (and) Dimethiconol

 

  • Repairs and protects from external damage
  • Water resistant, providing a breathable non-comedogenic protection barrier that is long lasting

BRB PMS-5

INCI: Polymethylsilsesquioxane

  • Excellent sebum absorption and water repellency
  • Possess an exceptional lubricity but leaves a luxurious dry feel

Nutrilan Keratin W PP

INCI: Hydrolyzed Keratin

  • Rebuilds tensile strength, returns elasticity, and reduces breakage
  • Revitalizes the hair’s natural protective layer

Vitamin E Acetate Care

INCI: Tocopheryl Acetate

  • Protects against free radicals
  • Improves elasticity

Bronidox 1160

INCI: Phenoxyethanol

  • Preservative that allows color and odor stable product.

 

 

Sources:

  1. “Category Insight: Shower & Bath Products.” Mintel. N.p., Feb. 2016. Web. 21 Sept. 2016.
  2. “Category Insight: Shampoo & Conditioner.” Mintel. N.p., May 2016. Web. 21 Sept. 2016.
  3. Mohiuddin, Oru. “Mass and Efficacy: Key Growth Drivers in Hair Care – Part I.” Euromonitor. N.p., 30 June 2015. Web. 21 Sept. 2016.