Consumer lifestyles are changing as people are looking for a ways to declutter their lives from social media, spend more time on themselves and focus on real-life experiences. The fear of missing out has now given place to the reappropriation of self-time as people find joy in missing out (JOMO).
The pursuit of optimum health incentivises consumers to treat their hair in a similar way, as skin as they are seeing that hair is an extension of their skin. Thus we are seeing skin care concepts and language increasingly adopted within hair care.
Salon professional hair care emerged as the fastest-growing category in 2018 as salon brands are increasingly expanding into retail. Online retailers including Feelunique and Cult Beauty, as well as beauty specialist retailers such as Space NK are featuring a range of salon brands including buzzy names like OUAI or IGK hair care along with well-established Kerastase.
Amongst the wide range of “green claims”, cruelty-free and/or 100% vegan claims are the most important to British consumers, outweighing demand for “all natural ingredients”. In comparison, globally consumers are prioritising “all natural ingredients” rather than vegan claims.
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This industry report originates from Passport, our Beauty and Personal Care market research database.