The hairspray market has posted big sales in the last few years, and now it is more important than ever to listen to consumers and follow the trends in order to be successful.
At the recent in-cosmetics event in Barcelona, Cosmetics Design spoke with DSM’s global marketing manager Hair Care, Dr Jochen Klock to discuss the best ways to tackle the lucrative market.
Klock explained that the big consumer trend of secondary benefits is one of the key points in the hairspray market at present.
Secondary benefits encompass all the elements that combine with the primary hairspray benefit which is ultimate hold. These include maintaining a natural feel, a fast drying effect, and to ensure the product is not sticky once applied.
“We need to make sure we completely understand the consumer and what they want,” said Klock.
DSM showcased its new hairspray polymer at the show, which Klock explained meets the consumer trend, combining ultimate hold with a fast drying effect and is not sticky.