The scalp like any part of the skin is subject to dryness, scaling, itching, acne, and irritation from heat, friction from combing, or product application. The scalp deserves its own tender loving care.
Start with Making the Scalp happy! Reduce irritation with:
Of all scalp care launches for the 2 years leading up to September 2020, Botanical/Herbal holds the highest position amongst launches. Moisturizing/Hydrating and Paraben-Free are tied for second, and Ethical for Animals and Sulfate-Free are tied for third. Although the majority of the top claims are mostly positioning and informative to the consumer, it is important to understand that consumers are looking for efficacy in scalp care products because the number one concern is the price range at which scalp care products fall. Here are moisturizing ingredients with proven benefits to entice customers.
PatcH20 like a tall glass of water to quench your thirsty strands. Provides immediate and lasting (~5 days) hydration.
Rambuvital is an extract from the rambutan seeds that improves hair vitality and scalp hydration. Scalp becomes ± 31% more hydrated within a month of use.
Cetiol C5 is a silicone alternative extremely versatile in hair application and approved by natural certifications worldwide.
In order for a consumer to spend additional money on scalp care specific products, and for many adding to an already alarming rate of hair care products, it must work and fit within a budget. With the highest number of releases falling between $1 USD and $10 USD across North America, consumers tend to view this as budget items and not necessarily meeting their unique needs. Consumers are more willing however to purchase in this price range if they have never purchased before. Again, we can not stress the efficacy and tailored solution approach.
Brands can do a better job positioning for those consumers who wear braids, wigs, hair extensions, head coverings or have an exposed scalp, going beyond the basic dry scalp claims found on most treatment products today. Express ingredient benefits to alleviate tightness, tenderness, discomfort, oiliness, and acne. Consider formats that focus on ease of use, are fast acting and long lasting and either combination sets or multi-functional products. Incorporate ingredients to reduce sebum, limit irritation, eliminate odor, and provide sun protection. Such as these:
Scalposine – promotes a healthy scalp through microbial diversity, reducing sebum production, preventing oily scalp and reducing itching and flakes.
BixActiv– Obtained form Bixa orellana seeds, this active helps to control oiliness of the skin to prevent discomfort and greasy looks.
Asebiol LS 9853 – a synergistic sebo-regulating complex especially developed to rebalance the amount of sebum on the scalp, proven to visibly reduce the appearance of the oiliness and imperfections of the skin.
BBR CD 100 – an ultrafine powder with very high sebum absorption properties (as efficient as Kaolin and more efficient than Talc) that can be formatted into sticks and aerosols for sweat absorption.
As we know the scalp is skin, garnering inspiration from what we see in the skin care market is only wise. Skin has set to focus on restorative and balancing qualities, many could say a surface detox, and the same applies for the scalp. Ingredients that focus on the balance of bacteriafound on the scalp as well as those that deliver vitamins and minerals and soothe the stressed scalp help bring a combined sense of comfort and wellness. Currently scalp products are mainly launched within the category of hair products, they are found within the hair treatments category and focus more so on gentleness and free-from claims, there is room for a dry oil/serum or overnight/long-term treatments such as masks for skin and scalp. Consider incorporating Marine ingredientswhich have been making waves in the mask category. Or try this Thermal Protection Mask which contains black clay,andPataua oil to protect from thermal damage and reduce the visible signs of flaking over time while delivering softness and shine.
BBR SA 130 – a safe solution for acne-prone skin and an efficient alternative to salicylic acid. Acts as a sebum regulator reducing shine, and provide soft peeling exfoliation and improves skin imperfections all while it conditions skin.
BBR GA 290 – a gentle exfoliator and peeling agent that also refines skin texture, regulates pH and prevents acne.
Epi-On – prevents acne growth, accelerates wound healing and lightens acne marks all without irritating the skin. Excellent for post-acne and post-procedure recoveries to help restore weakened and damaged skin.
Starting the Day off with Stimulants for the Scalp!
There is nothing like some caffeine in the morning! Invigorate the mind and the senses by incorporating caffeine into your product, or trying warmingorcoolingingredients specifically encapsulated ingredients to enhance the user experience.
Where dryness is an issue, pivot to in shower treatment for your concept and incorporate products that exfoliate.Ingredients that promote better circulation help to bring invigorating claims. Get in all the stimulation your customer needs for scalp, mind and morning.