“No-poo” shampoo focuses South Korean consumers’ attention on chemical-laden shampoos and the “No poo” trend echoes consumer distrust of some chemical ingredients used in beauty and personal care products. An analysis by Diane Park (Mintel) for CosmeticOBS-L'Observatoire des Cosmétiques.
Bullet points
1. In light of the growing consumer awareness of chemical substances in shampoo, the “no-poo” trend, using no shampoo in hair wash, has emerged in South Korea
2. “No Poo” is reflective of the growing popularity of free-from claims in haircare products. Silicone-free and sulfate-free have risen as a mainstream marketing claim in South Korea.
3. “No Poo” shampoo has the potential to spread as a new marketing language for products with natural ingredients and free-from claims
The “No Poo” trend is on the rise
In South Korea, the “No Poo” trend has emerged and is gaining momentum. “No Poo”, meaning “no shampoo”, refers to the some people’s habit of using only water, or vinegar and baking powder in some cases, for their hair washing needs. The trend started in western markets and made its way to South Korea on the back of the growing consumer awareness of safety issues linked to some chemical ingredients used in shampoos.
The trend has gained coverage in some public TV news channels. The efficacy of not using shampoo is quite controversial as many experts comment that there are only disadvantages of not shampooing. Nevertheless, what is remarkable is the growing consumer …
