Our latest research has identified a product category with the greatest growth potential - special formulation haircare products. Globally, consumers of all ages and both genders now look for products formulated for their own type of hair. Consumers are bewildered by the range of products now available. The creation of new product categories adds to the confusion.
Many products seem to offer similiar benefits.
Both professionals and customers are hard put to differentiate between the many special formulation products now available. For example, a consumer with thinning hair is faced with thickening shampoos and conditioners, volumising stylants and treatments for the problem. Expanding the Market Manufacturers must convince consumers about the benefits of the various products. New format stylants and treatments are a particular challenge. Professionals report that even when consumers appreciate the benefits of new products, many do not know how to use them.