It’s not news that modern life is hectic. Balancing careers, relationships, families, and finances is stressful. When compounded by global events like climate change and the coronavirus pandemic, it’s no wonder that consumers are looking to find some simplicity in their daily routines. Personal care is an escape, a de-stressing ritual; so many people find it’s a good place to get back to basics. Natural, unfussy products are a key new trend in hair care, as consumers look for a basic hair product that nourishes, cares, and doesn’t over complicate.
This trend is reflected in research: according to a recent Mintel poll, 72% of Indonesians agreed the number of beauty products on the market can be overwhelming. In South Korea, ‘skip care’ is a new trend where consumers are scaling back their products in reaction to complex routines. Meanwhile, in Europe, 54% of British women agree that ‘being quick’ is one of the most important considerations when it comes to selecting a hair care product (Mintel, 2020). Certainly, the back to basics approach is taking off worldwide – but how can brands best respond to this demand?
A holistic approach to hair care
Consumers are adopting a more holistic approach to physical and emotional health. This tendency is best described as a spilling over of the ‘you are what you eat’ philosophy from nutrition: the dietary choices you make impact other parts of your body, like your mood, skin, hair, and so forth. This attitude is being widely adopted in beauty and hair care, as consumers look for products that will have benefits for their overall well-being. One example is de-stressing scents: right now, 35% of young Brazilians are interested in hair care products with fragrances that help them relax (Mintel, 2019).
This has an important connection to the parallel back to basics trend. By offering a product with holistic benefits, brands can meet the demand for simplicity and enhanced well-being in a single basic hair care product. A rich source of inspiration is Ayurveda for this goal, whose key philosophy is a holistic approach to well-being. Ayurvedic ingredients like amla, ashwagandha, maca, holy basil, and ginseng have adaptogenic qualities that balance the body, skin, and mind through the promotion of homeostasis.
Back to basics, back to nature
Furthermore, Ayurvedic ingredients respond to consumer demand for natural and sustainable beauty. Currently, 37% of UK women who use hair care products have
looked for products with natural/organic ingredients in the last 12 months (Mintel, 2020). The plant-based approach to Ayurvedic beauty meets this demand head-on, providing simple, back-to-nature products. With recognizable, certified-organic ingredients with known benefits and positive associations, brands can tap into this important dimension of consumer psychology.
Furthermore, when these natural ingredients are combined with innovative sustainable formats like waterless or solid formulas, brands can meet consumer demands from multiple angles. When 41% of French consumers said that using environmentally friendly beauty products made them feel good about themselves, it’s clear that meeting this demand is a key opportunity when developing a basic hair care product (Mintel, 2019).
Designing a basic hair care product
Consumers want products that preserve health and well-being, protect the environment, and simplify daily life. This push towards conscious consumerism has gained even more urgency in the wake of the pandemic. Driven by consumer needs, Provital combined ancient Ayurvedic ingredients with advanced botanical research to create Kerascalp™. Using amla, a natural adaptogen known for its anti-aging and wellness benefits, Provital created Kerascalp™ to combat the aging process in the hair. This ingredient nourishes and balances the scalp, making hair stronger, healthier, and energized – all in a single step, making it ideal for a holistic basic hair care product.
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