Hair care brands highlight the protein content of their products
Trend - Brands in the hair care space are prioritizing protein content in the labeling of their products. This further emphasizes the health benefits and nutrient-rich formulas of these offerings, giving them a competitive edge in the market.
Insight - The continued popularity of wellness has motivated many to be proactive about what they consume on a daily basis. Consumers take interest and educate themselves on the contents of products, how they're manufactured, and brand purpose. As this knowledge grows, individuals become well informed about the abundance and benefits of some ingredients, and turn to brands that use them even in unusual formats.
Insight - The continued popularity of wellness has motivated many to be proactive about what they consume on a daily basis. Consumers take interest and educate themselves on the contents of products, how they're manufactured, and brand purpose. As this knowledge grows, individuals become well informed about the abundance and benefits of some ingredients, and turn to brands that use them even in unusual formats.
Workshop Question - How could your brand better employ labeling to create positive associations for its customers?
Trend Themes
1. Protein Prioritization in Hair Care Products - Hair care brands are emphasizing protein content in their products, offering competitive advantages by stressing the health benefits and nutrient-rich formulas of their offerings.
2. Use of Unusual Ingredients - As consumers increasingly pay attention to the manufacturing process and contents of products, they are educating themselves on the abundance and benefits of some ingredients. Brands are catering to this trend by using these ingredients, such as yeast beer proteins and cannabis sativa seed oil, even in unusual formats like shampoos and hair serums.
3. Incorporation of Wellness and Health Trends - The growing interest in wellness and health has motivated consumers to be proactive about what they consume on a daily basis, including hair care products. Brands that incorporate wellness-promoting ingredients like alfalfa juice and jackfruit puree offer innovative opportunities for disruptive products.
Industry Implications
1. Personal Care and Beauty - The focus on protein content and use of unusual ingredients is prevalent in personal care and beauty sectors, creating opportunities for disruptive hair care products.
2. Wellness and Health - The desire for nutrient-rich hair care products that promote hair health and growth aligns with the growing wellness and health trend, offering potential for disruptive innovations in this industry.
3. Plant-based and Natural Products - Naturally-sourced ingredients like cannabis sativa seed oil and basil plant extracts cater to the demand for natural and plant-based beauty products, providing an avenue for innovation in this market segment.
