Style Today, Care Tomorrow

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The care and styling of hair is the ultimate fashion statement. Consumers want to crimp and color at any cost. Hair is the fashion persona that outwardly defines culture, individualism and lifestyle. Consumers want hair products that will restore and repair hair that has been damaged through chemical, mechanical or environmental trauma. Color, chemicals, coils and cornrows tend to stress or damage hair. However, consumers want the look that defines who they are. They will worry about restoring hair to its undamaged, healthy state tomorrow.

Most hair care products will contain at least one silicone ingredient. This will be needed to nurture, condition, add sheen and provide protection from coloring and heat styling. Products purchased for style today will require care and protection tomorrow. Oils for every hair type are part of the hair care remedies needed after caustic styling products and appliances. Exotic argan, kukui, and pracachy oils are joining the ranks of shea and other nut butters. Many consumers are opting to protect their hairstyle by shampooing less. All-in-one products also help to quickly repair.

Natural hair care trends have revived protective oils such as creams and pomades. Consumers are opting to minimize relaxers or perms as a style preference. They are moving toward locks, braids or freestyle naturals. Style choices are being weighed against the inherent consequences of damage, lack of luster and volume. Consumers want the customized individuality of these choices but will need care products that moisturize their hair back to good health.

Therapy Trends author: Elayne McClaine

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 www.esmemarketspecialists.com.

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