Magazine: Hair care products enhanced with oils and oxygen

Global beauty care trends influence the hare care category too. Debóra Blaumann, Unilever’s junior brand manager informed our magazine that a premiumisation process is taking place: brands formerly targeting masses of consumers now also have premium products in their portfolio. Szilvia Papp, brand manager with Target Sales Group talked to us about the necessity to use a holistic approach when it comes to hair care.

Dove Advanced Hair Series is a premium platform of the Unilever Dove hair care product line. These products have been available in Hungary since last year. Consumers show growing demand for various oils used in products and the Dove brand reacted to this trend by putting out hair care products which are enhanced with oils, such as the Dove Advanced Hair Series Pure Care Dry Oil shampoo. Women in Central Europe like to buy products that increase the volume of their hair. For them the Dove Oxygen & Moisture product range – with its Oxyfusion technology – is the best choice. Another global trend is the spreading of dry shampoos. In this segment there are also special products like Toni&Guy Sky High Volume and Express Reboost, which concentrate on styling. In Hungary Unilever is present with three brands, Baba, Dove and Toni&Guy, in the hair care category. Baba products target the whole family and they come at affordable prices, Dove products are made for women who want to have hydrated, healthy hair despite different problems they have with it. Toni&Guy is for consumers who like to express their personality through their hair and are ready to try new trends and styles. Target Sales Group Kft. gives consumers hair care solutions in the segment of natural products. At least 90 percent of Inecto NATURALS Coconut and Argan product ingredients are from natural sources and they are made with coconut and argan oil. The Inecto NATURALS product range consists of shampoo, conditioner, serum and hair end care oil. Unilever launched the new product line Dove Advanced Hair Series Youthful Vitality this year. It was designed especially to be used by those with aging hair. As the years pass many women feel that their hair becomes drier and thinner. Youthful Vitality products are rich in lipids and natural oils, so they can nourish such hair. Target Sales Group Kft.’s latest hair care brand is ProVoke Touch of Silver – there is a shampoo and a conditioner under this brand. It targets blonde, bleach-haired women as the special lilac pigments in these products give the hair a touch of copper colour. Products are already available in selected DM stores. Henkel Beauty Care’s latest success story is the Ultime product line. It relies on a brand new concept as Claudia Schiffer not only supports the new products with her face, but she also puts her 25 years of experience into them. This guarantees maximum product performance in hair care. Ultime products target all major consumers segments: women with dyed hair, those whose hair has volume or ladies with damaged and weak hair – and of course blondes as Claudia Schiffer’s iconic blonde locks made her the perfect ambassadors of innovative Ultime products.