Pollution is now one of the leading concerns among Chinese consumers, and has begun to have an influence on their daily lives. Habits such as checking the Air Quality Index (AQI) of their local area before heading outdoors, wearing masks, using air purifiers, and so on are becoming increasingly prevalent, and haircare brands need to address concerns about pollution to better meet the needs of consumers.
Why is this important?
Skincare leads in terms of new product launches carrying anti-pollution claims, but as of 2014, an increasing number of haircare products now also fall into this category. In fact, Mintel GNPD research shows that global new haircare product launches carrying an anti-pollution claim increased six percentage points 2012-Q1 2016. These products mainly claim to remove impurities caused by pollution and strengthen hair’s barriers against harmful exterior factors.
Global launches, % pollution-related, source: Mintel GNPD
Brands are targeting pollution-conscious consumers by championing ingredients such as moringa seed to communicate the 'pollution-proof' nature of their products. Schwarzkopf has introduced its new Purify & Protect range to cater to the prevalent anti-pollution needs of Chinese consumers. The brand emphasizes its use of moringa seed extracts which, in addition to being a 'pure' and 'natural' ingredient, is also widely used as an active ingredient in a number of high-end cosmetics thanks to its ability to deeply cleanse the hair and protect it from harm caused by polluted air and water.
Schwarzkopf’s MOJI App campaign
As a means of accurately targeting consumers concerned by pollution, Schwarzkopf has partnered with China’s most-downloaded app, MOJI. The app provides live information on local environmental …
