Leave-in hair products are top of mind

Scalp care products contribute substantially to conditioner/treatment products, in-line with the segment’s overall importance. We see a high level of interest in scalp protecting products, despite low usage. Brands would do well to do more to target consumers who are worried about external damage from treatment or the environment. Highlighting the benefits of such products, taking inspiration from countries such as China, where scalp protection is a major focal point, would prove successful.

Leave-in treatments and masks are often aimed at scalp usage, providing targeted solutions. They also have a high adoption rate, particularly among females in their 20s and 30s. Brands should target this demographic with caring, protective products to drive further growth.

Repairing chemical damage is essential

24% of Brazilians want products to repair chemical damage

Many products currently promise to repair damage caused by chemical hair treatments, mainly after the arrival of treatments like the Brazilian blowout, which ensures straight hair for several months.

More than a third of Brazilian female haircare users aged 16-24 report seeing a big difference in the quality of their hair when using treatment products. These products seem to have a good degree of credibility among Brazilians as they are marketed as being able to repair chemical damage, and are thus linked to a natural appearance.

Targeting different needs with new innovations

Depending on the haircare concern, consumers opt to use different products, leaving brands with a number of potential options. Those who are concerned about frizzy hair and split ends tend to use more leave-in products, while those who suffer from external damage to hair (chemical damage, air pollution) show stronger need for scalp care products.

In China, this is consistent with manufacturers’ innovation focus on conditioners and treatment products which target damaged hair repair and brightening/illuminating benefits, as well as delivering immediate results through time/speed claims.

Brands need to make sure they target and emphasise products accordingly; moisturisation is a need for all consumers, but brands should target specific needs when considering new scalp or hair innovations.

Andrew McDougall is a Global Beauty Analyst at Mintel, with a focus on haircare and has over ten years of experience researching and writing about the cosmetics industry. Previously, as editor of the Cosmetics Design brand, he travelled the world to cover key markets, interview top industry figures and present at key industry conferences.