Customized Cocktails Create Multiple Rounds

Stylists and consumers have become creative in the care and treatment of textured hair. Personalized treatments require multiple purchases of products to cleanse, condition, control or style. To customize the right product for their needs, stylists and consumers are shaking up cocktails. This is good news for the OTC!

For frizz reduction and hydration found in wavy hair, mix two parts volumizer and one part smoothing oil—shaken not stirred—in a spray bottle. For better defining a curl pattern the cocktail might include three products: a gloss booster, hold product and a shaping mouse. To increase color lift with less damage, keratin bond builders are added to the processing cocktail.

Multiple product consumption patterns are bound to show up at the OTC registers. Considering the moisture loss, damage and maintenance needs of the average consumer, it is not uncommon to sporadically utilize several products. The cocktail concept seems to require that these products be mixed and used as one…on the spot. Some of these remedies start at the root with a clean and healthy scalp. Scalp health is integral to supporting the efficacy of the other products used. Clearing the scalp of serums, treatments and oils is critical.

Conditioning cleansers and co-wash cocktails are driving sales of shampoo products at an astounding rate. Cocktailing is becoming critical since today’s hair care trends require a multi-faceted concoction of treatment and style control. Until customized products are created consumer mixologists will create what they need in the palm of their hands.

Elayne McClaine has identified and developed emerging domestic and global trends in hair care, skin care and other consumer categories for such firms as Chesebrough-Pond’s, Revlon and Pharmacia (div. of Pfizer). Her expertise in therapeutic treatments for hair, skin and scalp led to the creation of the Women’s Institute for Fine and Thinning Hair, sponsored by Rogaine. McClaine has been acknowledged by the American Academy of Dermatologists for marketing and promotional excellence. ESME Market Specialists, LLC consults with firms that require expertise in strategy development, multicultural marketing and account planning. For more information, visit

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May 2024


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