A solid shampoo? Think out of the bottle
Consumers are increasingly aware of the impact they have on the planet and this trend has been accentuated by the COVID-19 pandemic. As the importance of waste and water reduction becomes increasingly evident in day-to-day lives, more global consumers will begin to scrutinize their beauty routines.
While still niche, the solid shampoo format has seen a flurry of innovation in recent years, especially in Europe, as brands aim to improve their sustainability profiles and look to reduce plastic packaging and water usage. Bars, even if taking center stage now, do not necessarily correspond to the ideal format for the future. To be successful, solid formats need to look beyond performance challenges in order to gain maximum acceptance among consumers.