According to Florence, both Asian men and women are of the opinion that to take care of the scalp is to also take care of the face.
"The boom started almost two years ago," she reveals.
"However, in this year alone so many new alcohol, sulfate and silicon free shampoos and conditioners promoting perfect cleansing and a balance between hair and scalp condition have been developed to cater to this trend."
The latest product launches in scalp care..
While a lot of the new launches are unisex, Oleo D’Or has dedicated a line to women; 'Scalp Premium XL' launched by the Dosha company in April which claims to keep a healthy scalp with its moisturizing and reparation properties.
Meanwhile; Japan Gateway's successful silicon free brand 'Rêveur' has extended its product range (rich & repair, moisture & gloss, for color) with a new bright pink bottle of 'Scalp care Shampoo and Treatment'.
The formula is claimed to gently repair & protect the scalp and hair thanks to three natural extracts (soja, plum & ginger) as well as acting as a moisturizer with its grapefruit, lavender and orange peel
"These ingredients penetrate right down into the scalp, and the product is also claimed to lift the mood, particularly on a stressed mind due to its gentle formula and refreshing citrus fragrance," says Florence.
When it comes to Japan, the AP expert says scalp odor reduction is a big concern for consumers. Products launched in this category have to be used on wet hair and are not required to be rinsed off.
Amongst the latest products catering to this trend is the likes of Kose's 'Predia Spa & Mer Head Sparkling Essence', which claims to act as a comfortable carbonic acid shower on the scalp providing moisture and a cool sensation, bringing back suppleness to hard skin.
"It promotes the blood circulation for a healthy scalp and supple hair and reduces any unpleasant odors."
Even Unilever Japan launched a new line 'Clear' in April, a quasi drug based product named 'Scalp & Hair Sparkling Esthe' formulated with Vitamin E and Niacinamide. "It's bubble popping and crackling foam containing active ingredients penetrates deeply into three layers of the scalp thanks to the specific massaging head component."
Asia in Focus - bringing you all the latest from the region
Asia in Focus is a series that hones in on the segments offering the most opportunities for the industry.
Now in its eighth edition, this series looks at how best to enter Asia's markets and hones in on specific consumer trends and behavioural pattern breakdowns with our experts on the ground, in the region.
Florence Bernardin is the CEO of 'Information & Inspiration', an agency that specialises in all that is the cosmetics industry in Asia, and will be back on the region next month reporting on what matters.
If you would like to see our expert look into specific topics on their next trip, please contact us via the editor button below for consideration.