Dry Shampoos continue to crash the daily shampoo-and-repeat party. Dry shampoos’ slow rise to fame is attributed to an adjustment in their marketing message. Starting in 2006, dry shampoos focused on ease of use and UV protection. Now they are positioned as time savers, styling aids and tout free-from claims.
Don’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. Also, dry shampoos are perfectly positioned to go after the growing ethnic hair care market. AEROSIL® R 812 S – INCI: Silica Silylate Healthy Shine Lilac – INCI: syringa vulgaris (Lilac) leaf cell extract EtHAIReal Peppermint – INCI: mentha piperita (Peppermint) leaf cell extract Microzest 25 Bamboo and Coconut – (Bamboo) INCI: Bambusa Arundinacea Stem Extract (Coconut) INCI: Cocos Nucifera Shell Powder Blanova DS 911 – INCI: Zeolites DEHYQUART A-CA – INCI: Cetrimonium Chloride Isopropyl Myristate – INCI: Isopropyl Myristate D-Panthenol 50-P – INCI: Panthenol and Propylene Glycol Nutrilan Keratin W PP – INCI: Hydrolyzed Keratin Vitamin E Acetate Care – INCI: Tocopheryl Acetate Bronidox 1160 – INCI: Phenoxyethanol Sources:
Source: Mintel(1)
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