Cosi unveils hair care range for nervous consumer

By Louise Prance

- Last updated on GMT

Related tags Hair care Marketing Cosi

A new hair care range has been developed by leading cosmetics
manufacturer Cosi to target the growing consumer desire for
constant image reinvention without permanent effects.

The temporary hair highlights, called Aurora Hair Lights, are being marketed in many different colours and are available for both male and female consumers.

Cosi's marketing communications executive, Katie Nie, told CosmeticsDesign that, "The product focuses on the recent consumer trend for changing and having fun with their image, also, with the 90's revolution, we are trying to be more creative and focus on their needs".

"As consumers increasingly seek practical ways of individualising their image we are providing global brands with new and alternative ways to meet this consumer demand"​ said Bev Paddon, product development manager for Cosi.

The hair care industry is a thriving market, with many companies continuingly generating new products lines to stay up to date with the ever changing hair colour trends that consumers desire. The Cosi products were created at the end of last year to capitalise on this trend.

The hair products work as a temporary hair colour change and wash out after each shampoo. The company has stated that they are individual highlights with many different colours, such as blue, yellow, pink, purple and red, available for manufacturers.

Nie said that the company has recognised a trend for demi-permanent hair care products that allow nervous consumers a chance to find a hair colour product they are comfortable with, before making the drastic change of permanent colour.

The demi-permanent hair care market stands at $9 billion globally, with the 14-35 year old category being the main target audience for this sector.

The products are gel based and have glitter pigments blended with the colour. They are also washed out with shampoo and are said to leave no permanent colour residue.

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