The Dry Shampoo by Crown Affair Reimagines the Application Process
Laura McQuarrie — April 7, 2021 — Fashion
References: crownaffair & nylon
Unlike many dry shampoos that are designed to be applied quickly for fast oil absorption on the go, The Dry Shampoo by Crown Affair invites people to slow down and appreciate this part of their haircare ritual. The product takes the form of a loose powder that can be applied with a brush, then worked through the hair with the fingertips.
The Dry Shampoo promises to be "like nothing you’ve used before," especially since it is more silky than gritty and it leaves hair voluminous, silky soft, and clean-feeling. Some of the ultra-nourishing ingredients that are included in the product include tapioca starch (an alternative to talc) Japanese persimmon powder and tsubaki seed oil. The powdered product also shares an uplifting, delicate scent thanks to yuzu, bergamot and lemongrass.
The Dry Shampoo promises to be "like nothing you’ve used before," especially since it is more silky than gritty and it leaves hair voluminous, silky soft, and clean-feeling. Some of the ultra-nourishing ingredients that are included in the product include tapioca starch (an alternative to talc) Japanese persimmon powder and tsubaki seed oil. The powdered product also shares an uplifting, delicate scent thanks to yuzu, bergamot and lemongrass.
Trend Themes
1. Ritualistic Haircare - Incorporating hair care rituals that invite consumers to slow down can disrupt the dry shampoo industry by creating a market for premium and luxurious products.
2. Alternative Dry Shampoo Formulations - Creating powdered dry shampoos with unique ingredients like tapioca starch, Japanese persimmon powder, and tsubaki seed oil can disrupt the traditional aerosol-based dry shampoo market by offering a more natural and nourishing option.
3. Sensory Dry Shampoos - Developing dry shampoos with uplifting and delicate scents like yuzu, bergamot, and lemongrass can disrupt the traditional dry shampoo market by offering an experience that goes beyond oil-absorption.
Industry Implications
1. Haircare - The incorporation of rituals and premium ingredients can disrupt the dry shampoo market by creating a market for luxurious and high-end haircare products.
2. Cosmetics - Incorporating exotic natural ingredients and creating unique and sensorial experiences can disrupt the dry shampoo market by creating a market for cosmetics and specialty personal care products.
3. Personal Care - The trend of ritualistic haircare and cleaner, more natural formulations can disrupt the personal care market by inspiring new ways of approaching other beauty and self-care products.
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