Hair care is expected to see a quicker pace of growth in 2015, following the trend of facial skin care claims emerging into the hair care markets.
Mintel says anti-ageing hair care, as well as customised blends are tempting women to spend more per product in the category and move away from buying whichever brand is on special offer.
“One of the most notable launches of 2014 was the Garnier Ultimate Blends hair care range which uses the marketing line ‘Blended for Britain’ and is said to be the product of seven years of research amongst 25,000 British women,” explains the market researcher.
The range is designed for the needs of British women and takes into account factors such as the climate of the UK.
At a more prestige price point the Concoction haircare range offers consumers the opportunity to tailor their haircare products, choosing fragrance and active ingredients, to address changing hair needs.