Almost everybody around the world uses haircare products in some form. Many people are wising up to the reality that their hair and their needs differ from those of other parts of the world. People are beginning to select beauty and hair care products designed with their diverse needs in mind. One, in particular, is the difficult combination of oily scalp and dry hair. To deal with this complex issue, they’ll often turn to premium hair care products.
What do you expect from a premium product? When buying a new handbag, you would almost certainly pay more for a high-end designer than the high street. You would have made certain assumptions about the designer handbag’s quality before making the choice to buy. You would have selected that dress because of how its particular features suit your own needs. You might think about how it goes with certain outfits and how practical and spacious it is. Furthermore, you know which items in your life are worth spending a little more for. This is how people are beginning to feel about hair care and other products.
Why do people buy premium products?
Over time people’s reasons for purchasing premium products have changed. Throughout the twentieth century, it was marked by a focus on status. The ability to purchase high priced products was the reason itself. Since then, our buying habits have changed. Nowadays, people purchase expensive goods with the aim of having something that they know is good quality and that works.
One great outcome of the hair and beauty market in recent times is the larger availability of items. In particular, goods that cater for more diverse hair and skin colors and types are coming to the fore. These products are rightly celebrated by industry analysts and consumers. People are paying a higher premium for these products as they know that they are designed with them in mind. A person with skin tones the market previously did not provide for would pay extra for Fenty makeup. This is because they feel represented and that a product has been made specifically with their needs in mind.
How can personalized retailing increase sales of premium hair products?
Studies show that consumers are searching for hair products by hair type and the particular problem they are facing. This shows that people are moving away from high-street brands they have always recognized and towards brands that show expertise. For many with skin and hair issues, this means selecting products specifically designed to combat those products. For instance, if someone has an oily scalp and dry hair, they’ll look for a product that directly addresses these issues. At this point, brands need to show that their products have useful value. They can do this by:
- Producing scientific studies proving the efficacy of their product.
- Marketing built around the scientific validity of their product.
Consumers are becoming increasingly aware of the pseudo-scientific claims some products make to achieve a particular result. Instead, consumer trends are moving towards natural ingredients, a sign that they are focused on cleanliness rather than volume and moisturization. Consumers are becoming more fatigued with one-size-fits-all products, as they often do not see how that particular product can fit their particular problem.
This movement towards cleanliness is an opportunity for the haircare market to embrace natural ingredients and clarity. These two factors have the potential to drive premium associations and to increase the quality and efficacy of a product.
What are seboregulating hair products for oily scalp and dry hair?
Seboregulation technology in hair products means greater control of the natural secretion from sebaceous glands. The secretion of sebum from the glands into the hair follicles results in the buildup of oily matter. This oily matter collects on the scalp and runs down the individual hairs, leading to lank, limp and dry hair. Hair products such as AFFIPORE™ combat oily scalp and dry hair build-up by balancing sebaceous secretion and reducing pore size. Its efficacy in vitro has been proven in studies, showing a decrease in lipid levels of 69% and reducing and refining pores by up to 24%.
A refreshing shift that focuses on customer’s needs
Seboregulating hair products are just one of the many examples of the ways the hair and beauty industry are refining the way they present and market their goods. It is, however, a clear example of the trend away from carbon-copy products and towards greater specialization and expertise. With natural ingredients added into the mix, this cleanliness movement heralds a new era in hair care.
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