‘Temporary is the future’: MUVO launches Balayage shampoo for fashionable, time-poor consumers

The company claims this is the ‘world’s-first’ Balayage shampoo which was developed to maintain and refresh colour in-between salon visits.

“We’ve leveraged our extensive experience in professional hair care to create a solution that prolongs the life of multidimensional hair, complementing salon quality results at home,” said Christa Silvia, Head of Business at MUVO.

MUVO specialises in coloured shampoos and conditioner developed mainly for professional salon use. Its products are differentiated by its use of Australian native botanicals, which cares of the hair while colouring and toning.

Speaking to CosmeticsDesign-Asia, Silvia said the new series taps into multiple market trends and consumer needs.

“Young people don’t want anything forever. They love to be versatile and flexible. They want to be able to change their hair like they change their clothing and their makeup. Temporary is the future.”

Playing the long game

While the popularity or hair colouring is stronger than ever before, consumers are seeking more time-saving solutions.

“What we’ve realised is that the consumer has had enough. They don’t even want to wait five minutes in the shower because they are wasting time, wasting water. They don’t have time to go to the salon and sit there for hours because they are juggling work and their children. They have no time to wait and no time to go to the salon,” Silvia said.

To solve these pain points, Silvia said the product was developed to “play the long game”.

“What we did was change our formulations to get something that works super-fast. It does work in a split second but you’re playing a long game. You wash it out like a normal shampoo to get a tiny hint of colour. Then you go back every second wash for that quick hit. That means the hair is never going to go brassy. It's for the person who is busy and they're just going to keep refreshing their hair every second wash to have it hold the multidimensional look of what's already in their hair,” she explained.

Additionally, this product can cater to consumers that have “transitioning hair”.

“We’ve created a product for those that sit in between colours, whether that’s multidimensional or transitioning hair. We’ve noticed a lot of people transitioning to grey hair, but they don’t actually want to cover that grey completely. This is also ideal for the ‘brondes’ who don’t belong in either the blonde or brunette hair category. So we’ve developed a shampoo that can work on multidimensional hair, many colours going on at the same time and help them to have great looking hair for longer,” said Silvia.

Silvia noted that this product does not hurt salon owners and their businesses, which account for 70% of its business today.

“This allows them to get more customers in. Because they are always saying how full they are and they can’t afford any more time, by using this, you keep people away from you longer, but it also allows you to take on and manage new customers.”