Product sales will continue to show grow strongly because they are seen as safer than other styling methods, such as perming or applicances. Time-pressed consumers want styling products which can be used immediately after shampooing. There is specific demand for special formulation and safer styling products because consumers worry that the prolonged and daily use of shampoos, hair dryers and styling products will damage hair. Special formulation styling products have a mass appeal due to the ever growing number of consumers with treated or coloured hair. Styling products in innovative formats will outperform category growth.
Young consumers prefer new formats such as waxes, gels and mousses.
They regard sprays as old-fashioned. Sebastian's Laminates Drops do well. Young men one of the fastest growing consumer segments regard traditional product formats as feminine.