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Haircare Adopts The Health And Wellness Formula Of Skincare

December 4, 2017: 12:00 AM EST
Haircare brands have noticed the growing consumer love affair with all things “wellness,” and are doing what they can – e.g., borrowing from skincare trends – to satisfy the demand for products while boosting a sagging market segment. Industry observers note the strong links between skincare, haircare, and health and wellness. The trend is called “skinification” of haircare, and it incorporates ideas from skincare and healthful nutrition. L'Oréal has adopted “skinification-of-hair” in products made with better-for-you ingredients, e.g., superfoods in the Matrix Biolage Raw range and Garnier's reformulated Fructis line, which relaunched earlier in 2017 using superfruits. Mintel notes that Garnier's Whole Blends shampoos and conditioners, as well as OGX's natural-positioned products with coconut milk and lavender, have both fared well.  [Image Credit: © Matrix.com ]
Allison Collins et al., "The Skinification of Hair: Scalp Scrubs, Serums, Hair Masks Drive Category", Women’s Wear Daily, December 04, 2017, © Penske Media Corporation
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