According to Canadean data, conditioners experienced the highest growth in the haircare space from 2014-15. As consumers have become more demanding in terms of their haircare needs, this category is evolving to meet them, creating more diverse and multidimensional cosmetic products than ever before.
One of the top five haircare concerns of European women is having split ends or dry hair, according to Canadean's 2014 global consumer survey. Rather than turning to standard and conventional conditioning products, consumers are now searching for different approaches, leading to interest in alternative conditioners such as hair oils from the East. The use of pure oils for hydration (such as argan oil) has become popular within mainstream conditioning innovation in Europe, while brands are increasingly innovating with more novel ingredients such as baobab oil.
An example of conditioning innovation using this concept is Schwarzkopf Gliss Six Miracle Oil Essence, launched in Turkey. This pure oil treatment is designed to "soften and condition hair" and features several exotic oils for nourishment and hydration including pequi, marula, argan, and monoi.
Tailored products
Overall, European consumers are increasingly looking for products that are tailored to their needs as they become more demanding, and awareness grows in terms of the requirements of their specific hair types. This is evident in that Canadean's above survey showed that 40% of Europeans say that a beauty product being advertised for their skin or hair type makes them feel that it is tailored to their needs. …
