Natural is the new trend

Abigél Győri 
junior brand manager
Henkel Magyarország

Henkel Magyarország Kft.’s junior brand manager Abigél Győri spoke to our magazine about dynamic shampoo sales growth in 2018 and 2019. The appearance of new products in the market played a great part in this good performance. For 1-2 years now the so-called natural trend has been dominant in the market. Ms Győri stressed that the natural, ‘free-from’ trend goes hand in hand with environmental, sustainable production and packaging designs. In several parts of the world Henkel is supporting local producers, collecting and recycling waste in line with this trend.

A good example of these efforts is the launch of Nature Box hair and body care products – all of these are vegan and silicone-, paraben- and colouring-free, containing cold-pressed oils in 100 percent, which help the hair and the skin to get the many useful vitamins and minerals that they need. This year a new pomegranate-containing product was added to the brand’s portfolio. A Syoss Pure product range has also been launched, which consists of eco-friendly and allergen-free shampoos, conditioners and masks.

Yvette Krubl
communications PR manager
Procter & Gamble

Yvette Krubl, communications PR manager of Procter&Gamble (the company is present with Head&Shoulders, Pantene and Aussie hair care products in the market) told: in recent years they observed the trend of developing unique solutions and serving special needs in the market – these pushed the category in the direction of premium products. She added that organic hair strengthening products had gained ground among new-generation shampoos and conditioners. July will bring the launch of the Herbal Essences range (5 collections, shampoos and matching conditioners).

The Pure collection of the Herbal Essences product range is made from plant-based components; the products have the same effect on the hair as superfoods have on the body. All shampoos and conditioners are certified by the Royal Botanic Gardens, Kew of the United Kingdom. Procter & Gamble believes that the natural, ‘free-from’ trend requires green, sustainable production and packaging too. Special Head&Shoulders and Herbal Essences collections are marketed in packaging 25 percent of which is recycled plastic waste from the seas.

Melinda Jáger
sales manager
Beiersdorf

Melinda Jáger, sales manager of Beiersdorf Kft. told Trade magazin that they had had three major shampoo product launches recently: NIVEA Dry Shampoos entered the market in the summer of 2018, in two variants for medium and dark hairs. Micellar Shampoos are available in three versions – purifying, strengthening and hydrating. The Hairmilk Natural Shine product range will come out this year, with shampoos and conditioners that nourish the hair from the inside, and give a natural gloss to slightly damaged or tired hair. //