Hair category trends

Since hair styling and dying can be a burden on hair, there is a growing need to take care of hair better. When shaping a product selection in the category, one has to pay attention to also offer special products that soothe the hair. According to Anna Gábos, Unilever Magyarország Kft.’s hair and oral care category manager consumers have a mindset of which hair care brands are experts when they enter the shop, to make it easier for themselves to choose from the many products. Obviously, appearing as credible experts is of crucial importance for brands competing in the category. As hair style trends keep changing, hair care is a strongly trend-oriented market, with which innovation activity has to keep up. Target Sales Group is the distributor the Gerovital Plant Treatment product line, which not only include classic shampoo and conditioner but also serums, e.g. heat protecting and moisturising serum or anti-hair loss serum. Sebum control shampoo and serum were developed for greasy hair and their Sebaryl and Bio-Capigen content effectively regulates the activity of sebaceous glands in the skin. Ágnes Fóris, brand manager with Target Sales Group told us that Gerovital Plant Treatment is already available in some nationwide chains: it consists of anti-hair loss shampoo and serum with Procapil and Bio-Capige. Generally it is health-conscious consumers or those with various hair problems who find natural hair care products first. Presto Pilot Kft.’s Dr. Organic brand has recently been awarded with the Superbrands recognition. There are 11 shampoos and conditioners available in stores, from which bioactive argan oil shampoos perform especially well. Logona is another flagship brand among natural shampoos. Logona shampoos with medicinal herbs clean the hair gently. In the hair styling category Logona offers natural bamboo-based styling gel and spray. Sante hair foam, conditioner, gel, lacquer and natural wax are value-for-money products made with plant-sourced ingredients. Annamária Marinova, the head of consumer marketing at Presto Pilot Kft. told Trade magazin that consumers have to be educated about natural hair care products, to explain their beneficial effects and the reasons why they cost more