Japan: Taking inspiration
Japan is the leading APAC market for leave-in conditioners and mask formats. Mintel stated that in 2015, 19% valued the hair care segment, with 33% investing in and adopting conditioning masks as part of their beauty regime.
Although leave-in product sales are still low, the increasing number of scalp care products in APAC and wider markets are providing scalp-conscious consumers with conditioning and treatment benefits.
Although Japan is currently the major segment player, it can take influence from innovative conditioning treatments in China that focus on efficacy claims via brightening and illuminating benefits and efficiency through increased time and speed.
These brands could model China’s approach when it comes to claims and campaigns, as scalp protection is a core segment within the country’s hair care sector.
While leave-in scalp protection and conditioning hair masks prove popular with consumers, their adoption levels and purchase rates are limited.
Pitching products
With the effects of the environment including pollution and treatment damage causing concern and worry amongst consumers, market intelligence providers, Mintel, stated that marketers need to construct marketing messages around product benefits to encourage purchases
The 20-30-year-old demographic, particular the female market, proves an ideal consumer base for leave-in treatments and masks as these customers seek targeted, caring and protective products that look after the scalp.
Conditioning treatment
In today’s ever-demanding marketplace, hair treatments are being designed to tackle damage. A variety of hair care products are entering the market to overcome frizzy hair, split ends and damage caused by chemical and air pollution.
Those consumers that are worried about frizzy hair and split ends typically use leave-in hair care products more frequently, while consumers seeking chemical and pollutant-protective products opt for scalp care ranges.
Premiumisation
Brands now need to look at concentrating on specific claims that relate to scalp and hair care innovations, Euromonitor International revealed.
Hair care products that satisfy everyday cleansing routines are now commonplace within APAC. Consumers are demanding more sophisticated and innovative items that contain natural ingredients, are positioned as premium products and boost performance.
Consumers are now seeking ranges that move beyond 2-in-1 products that are perceived to only offer limited results through simplistic steps.
In its forecast period, the leave-in and scalp care segment are expected to promote premium products that contain specific and unusual ingredients, along with reduced manufacturing practices to create a price increase.