Market Opportunity for Scalp Treatments and Lightweight Hair Oils
Consistent with their high engagement in the haircare category, Black hair care users report above-average interest in many new products such as scalp treatments (69%), lightweight hair oils (63%) and hair fragrance (56%).
INCI: Sclerocarya birrea Seed Oil
- Ideal for ethnic leave-in hair treatments, scalp conditioners, hair lotions
- NPA and ECOCERT approved
INCI: Water, Glycerin, Trehalose, Urea, Serine, Pentylene Glycol, Glyceryl Polyacrylate, Algin, Caprylyl Glycol, Sodium Hyaluronate, Pullulan, Disodium Phosphate, Potassium Phosphate
- Instant relief – Increases skin hydration after 30 min of application
- Sustained and Prolonged hydration up to 5 days after application
INCI: Sodium Lauroyl Lactylate (and) Butylene Glycol (and) Piper Nigrum Fruit (and) Inga Alba Bark Extract
- Prevents scalp oiliness
- Dandruff reduction compared to benchmark ingredient
The power of individualism in the growing space of multicultural beauty has led to a shift in beauty ideals where men and women are embracing their cultural identities and expressing themselves through fashion statements where curls and afros become the center of attention.
Black spending power: projected to increase to $1.4 trillion by 2020
This movement drives the need for products that address curl control – a predominant concern for the ethnic consumer -, prevent hair breakage and frizz. Product development in growing applications areas such as innovative hair styling and intensive conditioner products must meet today’s consumer’s hair care regimens to maintain and beautify their natural tresses. Some popular product concepts include Sulfate-free shampoos, co-wash products also known as cleansing conditioners, replenishing masks, oils and creams, scalp care balms, sprays for curl definition and shine, moisturizing gels, hair polish and freeze control serums, heat protectants and curl friendly foams.
33% of consumers think that cleansing conditioners are less damaging than traditional shampoo, and 32% that they make hairstyles last longer
Even though the ethnic hair care market is no longer dominated by hair relaxers, straight hairstyles are still on the agenda. The opportunity is to formulate products that help to restore, nourish and style treated hair. Growing needs for dry scalp prevention and increased moisturization and elasticity drive the demand for rinse-off and leave-on treatments as well as conditioning shampoos, cleansing conditioners, and friendlier relaxing systems.
Women with relaxed hair incorporate lightweight repair tonics, moisturizers and oils in their daily hair care routine, which is further enhanced by weekly pre-shampoo and conditioning treatments. Additionally, serums to protect the hair from heat, sheen-moisture styling sprays, and scalp massage treatments are used for styling and nutritional support. Nourishing needs are top priority!
Solutions for Cleansing Conditioners – Natural Profile, Volume Control, Conditioning Effects
INCI: Hydrolyzed Keratin
- Deep penetration for long-lasting effects
- Reduces Hair Breakage
- Repairs structural damage
- Renewal of hair structure
- Efficient conditioning at low concentrations
- Excellent detangling, and softening
- Imparts slip and lubricity
- Improves foam density and stability
Curl pattern, hair porosity, and density are important factors in determining hair care needs. The curlier the hair, the more areas of discontinuity in the cuticle layer, creating higher levels of porosity which are present in curly and coily hair. Density determines hair volume by assessing how closely individual strands of hair are packed together on the scalp. Curly hair with medium density is in need of enhancing the hair’s texture and playing up the volume, while coily hair with high density calls for curl holding and volume reduction.
Additionally, consumers that are transitioning from relaxed to natural hair, face the challenge of managing and styling these two different textures. Glenn will assist you in formulating products that effectively address these ethnic hair care concerns. The performance ingredients showcased in this section will provide for an effective starting point. Contact your account manager to discuss your particular formulation needs!
Solutions for Dry Shampoo
- Blanova DS series for odor control act like a molecular sieve trapping odors
INCI: Panthenol and Propylene Glycol
- Provides long-lasting moisture and improves luster and sheen
- Prevents hair damage and thickens hair
Solutions for Natural Styling
INCI: Squalane (and) Ethylene/Propylene/Styrene Copolymer (and) Butylene/Ethylene/Styrene Copolymer (and) Pentaerythrityl Tetra-di-t-butyl Hydroxyhydrocinnamate
- Provides a soft after-feel to shampoos, conditioners and styling products
Solutions for Conditioning Shampoos – Frizz, Hair Breakage
INCI: Stearamidopropyl Dimethylamine
- Improves wet and dry comb
- Reduces fly away
- Adds volume/body to hair
Formulas for Inspiration
Styling & Treatment
Cleansing & Conditioning