Do You Dry Shampoo?
Dry Shampoos continue to crash the daily shampoo-and-repeat party. According to Mintel, regular shampoo usage has seen a slight decline, as 85% (2016) of those polled indicated they wash their hair less, compared to 89% just a year earlier (2015). In addition to just washing their hair less frequently, consumers are purchasing more dry shampoos as indicated, with usage increasing by 4% in 2016(2). However, it hasn’t always been positive for dry shampoos. Their slow rise to fame is attributed to an adjustment in their marketing message. In 2006, dry shampoos focused on ease of use and UV protection. Now they are positioned as time savers and tout free-from claims.
Don’t expect this rise to fame to slow down anytime soon. As the world continues to deal with water scarcity, dry shampoos address this global concern.
Fact: By 2025, 1.8 billion people will be living in countries or regions with absolute water scarcity. Source: Mintel(1)
However, as we adapt to an ever-changing world, companies must be able to offer products that confront future water strains while maintaining a level of efficacy consumers demand. Dry shampoos will sustain their growth not only because of global issues but due to the growing number of people who use them. 52% of US consumers think dry shampoo is a great on-the-go application, while 49% believe it saves time, and 44% feel it allows them to use traditional shampoo less frequently(2).
Also, dry shampoos are perfectly positioned to go after the growing ethnic hair care market.
Fact: Black spending power is projected to increase to $1.4 trillion by 2020. Source: Mintel
Consumers with ethnic hair greatly benefit from dry shampoos that offer refreshing claims, allowing them to save time while perfuming and styling their hair(3). Our ethnic hair care post identifies the potential and growing buying power of this consumer base.
INCI: Oryza Sativa (Rice) Starch + Cetrimoniumchloride
- A physically modified, surface active rice starch with high adsorption for oil and fats and has especially been developed for dry hair shampoos and powder buffers
- Create color dry shampoos, AGRANA developed colored starches based on physically activated rice starch D.S.A.7
- Effective for a broad range of adsorption applications
- Best for applications with a complex mix of odors, or when the odors have not been individually identified
INCI: Cetrimonium Chloride
- A vegetable based conditioning agent
- Easy blending liquid
INCI: Quaternium-79 Hydrolyzed Silk Protein
- A quaternary compound in which lipids that are similar to natural sebum are chemically grafted to silk protein
- Functions by replacing natural oils and protein lost by shampooing and provides conditioning without an “oily” feel
INCI: Silica Silylate
- Free flow aide in powder coatings
- Effective rheology control in complex liquid systems
INCI: Cyclopentasiloxane (and) Dimethiconol
- Repairs and protects from external damage
- Water resistant, providing a breathable non-comedogenic protection barrier that is long lasting
- Excellent sebum absorption and water repellency
- Possess an exceptional lubricity but leaves a luxurious dry feel
- “Category Insight: Shower & Bath Products.” Mintel. N.p., Feb. 2016. Web. 21 Sept. 2016.
- “Category Insight: Shampoo & Conditioner.” Mintel. N.p., May 2016. Web. 21 Sept. 2016.
- Mohiuddin, Oru. “Mass and Efficacy: Key Growth Drivers in Hair Care – Part I.” Euromonitor. N.p., 30 June 2015. Web. 21 Sept. 2016.