Therapy Trends

Clearing the Path to Gorgeous Hair

By Elayne McClaine

Natural yet complicated styling among today’s consumers yields an array of coils, twists and waves. This multi-dimensional, compounded styling starts with a great foundation--a clean and clear scalp. Clearing the path to the wear and care of gorgeous hair is a revitalized scalp. Many of these styles remain in place for days or months. Today’s intricate natural styles require scalp and temple therapy from day one. You may wonder why consumers need the scalp elixirs, balms, scrubs and scalp masks. Sometimes beauty hurts! Tight cornrowing and weaving can range from pain to itching. Scalp care is a category within a category. Consumers and stylists recognize the need to gently cleanse, exfoliate and hydrate the scalp in-between shampoos. Co-washes and prewashes have helped to expand the category by providing interim purifying and nourishment. The shampoo phase will further stimulate and moisturize. Consumers now recognize scalp care as more than a refresher. They are seeking to stimulate growth, keep braids and weaves fresh, and hydrate their scalp. Dandruff, flaking and itching are symptomatic of a stale style that needs to receive a boost from the follicle. The scalp products surpass dandruff shampoos. They are interim treatments to keep their hair and scalp fragrant and fresh.

Scalp care will be an essential focus of all new brands and existing lines of products. Major manufacturers as well as independents are populating this category. Style starts at the root. Consumers will expect the various product forms and the unique ingredients positioned as revitalizers. Protecting the scalp as they protect the hairstyle means utilizing exotic, fermented or astringent ingredients. Bamboo charcoal, rice water or eucalyptus oil may be used to detoxify and revitalize the scalp. As your customers clear the path toward healthy, strengthened and gorgeous hair, they will shop for therapy rooted in a revitalized scalp.

Elayne McClaine has identified and developed emerging domestic and global trends in hair care, skincare and other consumer categories for such firms as Chesebrough-Pond’s, Revlon and Pharmacia (div. of Pfizer). Her expertise in therapeutic treatments for hair, skin and scalp led to the creation of the Women’s Institute for Fine and Thinning Hair, sponsored by Rogaine. McClaine has been acknowledged by the American Academy of Dermatologists for marketing and promotional excellence. ESME Market Specialists, LLC consults with firms that require expertise in strategy development, multicultural marketing and account planning. For more information, visit www.esmemarketspecialists.com. JBS Beauty Club has all your accessory needs

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