Though already used in the ‘70s, dry shampoo, fallen into disuse for a long time, makes a noteworthy come-back since 2011. The majors of hair-care positioned themselves on this segment, and propose now scented, coloured or volumising versions. This is an Anglo-Saxon trend that mess habits, but is still a micro-market in France.
A water-free shampoo, a flood of launches
Dry shampoo is a good alternative to frequent hair washes. Useful when in hospital or during trips, it is use without any drop of water, does not require any rinsing off, though a good styling is helpful. Perfect to purify hair between two shampoos, and to make a brushing last, it absorbs sebum and impurities, and fights oily roots. Now the glamour hair trick highly regarded during fashion shows, it comes in different versions to give volume to thin hair, enhance colourings and provide hair with texture when achieving high-volume hairstyles.
Though it is easy and quick to use, the French consumers have not yet embraced it really. The trend is very different on the other side of the Atlantic Ocean or of the English Channel where, after a Mintel study, almost one-fourth of women use it regularly.
Though it has yet to prove its merits in France, when one of the very first ones, Dry seboregulating Shampoo with ortie extract, by Klorane, launched as soon as 1971 and reformulated in 1995, is still available in pharmacies, it has been completely updated during the last years, and is far more popular. Launches are …
