In addition to their hair care line, Pura d’or’s skin care line has grown significantly, and bath and body and aromatherapy lines have been added. While the hair care products are premium priced due to their therapeutic properties, the skin care line focuses on quality ingredients at a value price. The top items are the 20% Vitamin C Serum, Argan Oil, 100% Rosehip Seed Oil, 70,000 IU Certified Organic Vitamin E Oil and Castor Oil.
Stepping back to look at the larger hair care category as a whole, HRG merchandising analyst, Cat Renwick, provided trends she has seen holding steady the last few years. According to Renwick, one of the most exciting trends for mainstream hair care is the introduction of more items for the multi-cultural customer. “The footprint of options available for people with all types of hair has grown significantly. In conjunction with this, you can now find so many more items that are geared toward curly, wavy and textured hair that weren’t as readily available a few years ago,” Renwick commented. She continued, “This has even trickled into children’s hair care as well. ‘Textured’ and ‘curl’ are often categories now within hair care sections of HBW sites.”
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Renwick said the personalization factor is also gaining traction. There are hair care lines that can be customized for an individual’s hair care needs. She provided this example on Target.com from the Function of Beauty brand, which offers base items and consumers can then get “shots” of beauty components based on their own hair goals.
The final trend Renwick included was the ongoing desire for salon-like treatments that can be performed at home, which was also mentioned as a trend in the article, Using data to monitor trends, consumer behavior and inventory. “Hair masks, styling tools and products, and hair color have seen large growth over the last few years,” she said.
Much like other beauty categories, hair care seems to be performing well amid inflation, supply chain challenges and other industry uncertainty. Understanding consumer needs, choosing the best go-to-market strategy and continuing to innovate is a strong path to success.
Megan Moyer is HRG’s corporate marketing manager. HRG is in the details of retail, working with product manufacturers, distributors, retailers, technology partners, and other industry organizations to provide data & analysis, shopper experience, brand development, fixture coordination, and retail communications solutions. HRG reviews new health, beauty, and wellness (HBW) items every month and assesses their potential for longevity in the monthly Products to Watchfeature in Drug Store News as well as the annual Future 50 list.