benchmarking-insights-into-haircare-trends

1. Benchmarking Insights into Emerging Haircare Trends The haircare industry is evolving, driven by consumer demands for sustainability, natural ingredients, and digital innovations. The AI-driven research uncovered emerging trends across Australia, the UK, and the US, with key differences in product preferences, ethical concerns, and digital tools. This article explored these benchmarking trends and offered actionable insights for our client’s haircare brands to stay competitive and innovative. Methodology and Scope The study used AI to analyze conversations related to haircare and compare results across Australia, the UK, and the US, focusing on female consumers. A significant sample size was taken from each country (Australia: 2,109, UK: 2,999, US: 4,641), and consumer conversations were monitored over a six-month period. The AI identified approximately 140 themes, which were clustered and further refined to around 100 relevant themes through human assessment. Data collected included the number of people mentioning specific topics, as well as shifts in positive or negative sentiment. Trends with high growth rates based on positive sentiment were considered emerging. The benchmarking analysis covered seven key areas: unmet needs, ingredients (both positive and negative), popular products, packaging, digital utilities, and hairstyles.

2. Key Emerging & Benchmarking Trends by Country Here are the key benchmarking trends that emerged via the analysis by country. 1. United States In the US, the focus has shifted toward hair revitalization, digital styling tools, and products addressing diverse hair types. Key trends include:  Roe Extract for Hair Growth (15% growth): Roe extract, known for stimulating hair follicles and promoting growth, has become a favored ingredient for consumers seeking solutions for hair thinning.  AR/VR Look Modifiers (13% growth): Augmented and virtual reality tools that helped consumers visualize different hairstyles and colors, emerged as influential in product choices.  Refillable Products and Recycled Packaging (13% growth): Like in other markets, US consumers were prioritizing eco-friendly packaging solutions, including refillable containers and recycled materials.  Diverse Haircare Products: Products that cater to non-mainstream hair types, including frizzy, curly, and afro-textured hair, gained momentum. Brands like Z were celebrated for their offerings in this niche. Popular products in the US include x, which balances moisture and quality for normal hair, and y for taming frizzy hair. 2. United Kingdom In the UK, trends focused on deep scalp care, ethical products, and convenient solutions for home care. Key trends include:  Probiotics for Scalp Health (12% growth): Probiotics became popular for their potential to improve scalp health, with a focus on products that enhance the microbiome balance of the scalp.  Sustainable and Ethical Labels (12% growth): UK consumers were highly conscious of the ethical implications of their purchases, seeking products that were sustainably sourced and labeled accordingly.  Home Haircare Solutions (15% growth): The demand for salon-quality haircare products that could be easily used at home had risen, driven by the COVID-19 pandemic’s impact on professional salon access.  Strong/Blunt Bob and Tight Crop (14%-15% growth): These hairstyle trends, along with an increased interest in hair accessories, defined the UK haircare market. Products like B & C for hydration and silkiness made a mark in the UK, reflecting consumer interest in both high-performance and ethically sourced products. 3. Australia Australian consumers showed a strong preference for ethical and eco-friendly products, as well as innovations in digital utilities. Key emerging trends include:  Face-to-Style Recommender Apps (92% growth): Digital apps that allowed users to experiment with hairstyles in virtual or augmented reality were gaining traction.

3. These apps offered personalized recommendations, enhancing consumer engagement.  Oat Straw for Scalp Health and Dandruff (82% growth): Oat straw was gaining popularity as a natural remedy for scalp health, particularly in combating dandruff.  Short Unisex Styles (81% growth): Gender-neutral hairstyles were increasingly popular, reflecting broader trends toward inclusivity and simplicity.  Gooseberry/Amla for Scalp Health (68% growth): Products containing gooseberry or amla, known for their scalp-soothing properties, were trending, with some brands leading the way.  Recyclable/Refillable Packaging (66% growth): Environmental concerns were pushing consumers toward products with sustainable packaging, including recyclable and refillable options. Brands like A, known for products such as X & Y, were recognized for delivering volume and shine, aligning with the consumer focus on both efficacy and sustainability. Key Benchmarking Recommendations for Our Client To capitalize on these emerging and benchmarking trends, our client could focus on three primary areas: commercial innovation, product innovation, and competitive defense. 1.Commercial Innovation oIngredient Transparency: Consumers were increasingly aware of harmful ingredients in haircare products, such as DMDM Hydantoin, hydroquinone, and silicones. Our client could emphasize the absence of these ingredients in their products while promoting healthier, scalp-friendly alternatives like gooseberry, amla, and oat straw. oMessaging for Popular Hairstyles: Leveraging hairstyle trends like short unisex cuts, mop/muppet styles, and frizz control could enhance brand relevance, particularly in digital campaigns. 2.Product Innovation oEthical and Sustainable Products: Our client should continue to invest in ethical sourcing and environmentally friendly packaging solutions, such as refillable packs and clear, reusable containers. These trends were seeing growth across all three countries. oTargeting Diverse Hair Types: Developing products that cater to rougher or non- mainstream hair types, especially in markets like the US, could enhance brand appeal to a broader audience. 3.Competitive Defense oPartnerships with Digital Styling Tools: Collaborating with popular digital utilities such as AR/VR apps and face-to-style recommender tools could position our client as a leader in innovative haircare solutions. Early adoption of these technologies would give them a competitive edge.

4. oMonitoring Their Competitor: Our client could closely observe the success of their competitors, like X’s volume-enhancing shampoos and Z’s products for frizzy and afro-textured hair, to inform future product developments. Getting Ahead with GrapheneAI’s Benchmarking By staying attuned to these trends and innovating in both product development and digital integration, our client could not only meet current consumer demands but also set the stage for future growth. The study also uncovered additional benchmarking insights specific to the client brand and its product offerings; these are to be withheld in the interest of confidentiality.  Contact us at GrapheneAI to stay ahead of trends via competitive benchmarking insights.