Brands offer scalp scrubs designed for people with curly or textured hair
Trend - Many scalp scrubs on the market are designed for people with oily hair and scalps, however people with natural, curly and/or textured hair also require scrubs to remove product buildup and deep clean. Brands are increasingly catering to individuals with these hair types by offering more hydrating and moisturizing options.
Insight - When it comes to personal care, brands understanding individual needs is crucial in order to support the routines of as many consumers as possible. People with varying skin and hair types require different products and ingredients, and many find themselves turning to DIY options in order to target their specific needs. Brands that are able to address these varying needs are inevitably appealing to more consumers.
Insight - When it comes to personal care, brands understanding individual needs is crucial in order to support the routines of as many consumers as possible. People with varying skin and hair types require different products and ingredients, and many find themselves turning to DIY options in order to target their specific needs. Brands that are able to address these varying needs are inevitably appealing to more consumers.
Workshop Question - How is your brand addressing the varying needs of its customers?
Trend Themes
1. Hydrating & Moisturizing Scalp Scrubs - There is a growing demand for scalp scrubs that address the specific needs of individuals with natural, curly and/or textured hair types. Brands that are able to offer more hydrating and moisturizing options are likely to attract more consumers.
2. Plant-based & Nature-inspired Formulations - Many new scalp exfoliators have natural ingredients that benefit the skin's surface without harmful effects. Shea Moisture has launched its 'Purifying and Hydrating Exfoliating Hair Mud' made with activated charcoal and green coconut extracts to treat oily roots and dry ends.
3. Cruelty-free Scalp Exfoliators - As consumers continue to demand ethics in every aspect of their purchase, cruelty-free scalp exfoliators that are vegan and color-safe, such as Never Salty's sugar-based scrub, are poised to become popular among consumers.
Industry Implications
1. Personal Care - Understanding individual needs in personal care is crucial, as people with varying skin and hair types require different products and ingredients. Brands that are able to address these varying needs will inevitably appeal to more consumers.
2. Ethical Consumerism - As consumers increasingly demand ethics in every aspect of their purchase, ethical scalp exfoliators that are vegan, cruelty-free, and free from harmful chemicals are likely to become more mainstream options.
3. Marketing and Advertising - As consumers' focus shifts towards the ethics, values, and unique needs in every aspect of their lives, businesses that can create effective marketing campaigns to showcase the features of their products along with their commitment to sustainability, ethics, and diversity are likely to succeed in the current climate.
