Sep 20, 2019 | By Athena Chen
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Jan 03, 2018
As the global haircare market is estimated to be worth some $74.1bn in 2018, we can expect to see a real shake-up and plenty of innovation within the industry (Euromonitor).
Haircare brands are adapting their offerings to suit the needs of the 2018 consumer, from tech-driven products and services through to more bespoke and tailored solutions for individual hair types.
From the WGSN Beauty team’s latest report on hair, here are key three emerging trends to watch out for as we head into the new year.
Hair brands will be using more advanced digital technology, both online and in salons, to provide consumers with better personalised products and playful services.
Hairbots, 3D colouration technology and VR will be the new ways to connect with your consumers and assist them in finding the right product and service. This development is unsurprising, given that the internet age is revolutionising haircare, bringing digital beauty bloggers and vloggers to the forefront and providing exposure to new, niche brands.
YouCam Makeup and Redken have collaborated on a new app that allows users to test out an array of hair colours on a selfie. There’s also a custom brush and erase feature, which allows the user to draw different effects such as highlights, ombré or balayage. The app then directs the user to a Redken salon finder so they can book an appointment after the desired colour has been found.
Korean beauty trends continue to influence the cosmetics industry globally, with the multi-step regime now set to enter the haircare category.
Early adopter haircare brands are beginning to take the same targeted approach as their skincare counterparts, encouraging customers to adapt their regimes accordingly.
London Labs is a new brand born from the notion that given the amount of time we spend on skincare, our hair and scalp are neglected by comparison. The range includes a Hair Moisturiser infused with nourishing prickly pear to care for the hair and scalp, designed to use on a daily basis, in the same way as facial moisturiser.
Haircare products that treat hair loss are set to see improved formulations emerging in the coming years, thanks to new ingredients and technology. Gadgets that target thinning hair will gain traction, as consumers look for non-surgical procedures and at-home products to promote growth. The HairMax LaserComb is the first drug-free hair loss treatment to be FDA approved. It stimulates hair follicles by transmitting light waves via a process called photobiostimulation. Over 93% of male and 95% of female subjects tested experienced renewed hair growth after use.
Want to read more on the future of hair? WGSN subscribers can read the full report here.
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