As simple cleansing and conditioning of the hair is no longer enough, consumers are demanding a broader range of benefits from their hair care regimen. Hair care products with benefits such as hair hydration, scalp treatment, and fuller hair are on the rise, according to Kline’s digital beauty tracking service, Amalgam.
Products focused on delivering intense moisture and hydration account for more than 55 of the top 600 hair care items in mid-summer. Top hydration-focused products, such as Aussie 3 Minute Miracle Moist (8 oz.), Smooth Viking Hydrating Fiber Cream (2 oz.), and Pantene Pro-V Daily Moisture Renewal Shampoo (25.4 oz.), jump 38, 49, and 55 spots, respectively, in June.
Other items that improve significantly, moving up to the top 100 in Q2, include Dove Daily Moisture Shampoo, Nexxus Humectress Ultimate Moisture Conditioner, and Herbal Essences Hello Hydration Moisturizing Conditioner.
Thickening items have also been trending the charts. For instance, Bumble and bumble’s Thickening Shampoo and Thickening Full Form Mousse (5 oz.) is moving up. Overall, Bumble and bumble ends the second quarter as the brand with the most hair care items in the top 500. By the end of June, the company has 76 items present in Amalgam, up from three items in March. Pura d’Or Hair Thinning Therapy Conditioner, which promises thicker hair via scalp treatment, appears for the first time on the chart in an appealing #91 position.
