A good hair day makes you feel like you can take on the world. Trends indicate that women are growing increasingly more comfortable with their natural hair textures and using fewer products to achieve their desired style—they’re even shampooing and blow drying less than in the past. Here, we reveal the haircare trends and consumer preferences that will have an impact on brands.
Attributes women look for when purchasing haircare products
50% helps me achieve healthy-looking hair
32% formulated for my hair type
23% created for my gender
11% for my ethnicity (47% of black consumers say they use products specifically formulated for their hair type)
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