Innovation in haircare spotlights external aggressors, textured hair and scalp care as pivotal areas for brand focus.
Shiyan Zering, Beauty and Personal Care Analyst
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- What we have seen
- Our pick of the most innovative launches in this review
- Other innovative launches
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EUROPE, MIDDLE EAST & AFRICA (EMEA)
- Europe: protect against environmental aggressors
- Elevate haircare with daily environmental protection
- Protection claims remain niche
- Graph 1: share of haircare launches carrying select environmental protection claims, 2020-25
- Address sun and pollution protection in haircare…
- …and hard water challenges
- Europe: tap into the demand for gentle hair colour formulas
- Consumers are embracing the 'skinification' trend in hair colourants
- Hair-health-focused NPD is on the rise
- Brands are capturing the shift towards hair health in colouring
- Mask formats appeal
- The Middle East & Africa (MEA)
- MEA innovation focuses on local ingredients, as well as hijab and braid representation
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ASIA PACIFIC (APAC)
- Asia: tackle the root cause of hairloss in scalp care
- Capture interest for anti-hairloss
- Promote healthier hair by tackling hairfall from the scalp
- Graph 2: scalp care* launches carrying select beauty-enhancing claims, 2020-25
- NPD is strengthening haircare offerings with innovative scalp solutions
- Asia: consider the duality of fragrance and efficacy
- Fragrance meets function
- Scented haircare innovation is fragmented
- Graph 3: share of hair styling/treatment launches with select fragrance notes (top 10 based on 2024-25), 2020-21 vs 2024-25
- Capture consumers with scent and efficacy
- Australia & New Zealand
- Standout NPD focuses on UV protection, baby hairs and premium children's products
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THE AMERICAS
- North America: appeal to textured hair's specific needs
- Address thinning and breakage in textured hair
- Boost the prevalence of sought-after hairloss claims
- Graph 4: textured haircare launches* carrying select beauty-enhancing claims, 2020-25
- Restore confidence through textured haircare innovation
- Brand innovation: isima provides more representation for Latin curls
- North America: allow for easier hair colour experimentation
- Empower creativity through short-term colour
- NPD is unstable in semi-permanent colour
- Graph 5: share of hair colourant launches with temporary or semi-permanent claims*, 2019-24
- Minimalist innovation is providing temporary solutions
- Latin America: unlock growth with responsibly sourced haircare
- Aligning beauty with ethical values
- NPD is highlighting responsible sourcing
What is 'A Year of Innovation' Report?
To truly understand a market, it’s essential to look at the products that are shaping it. Our ‘A Year of Innovation’ reports provide a detailed review of specific categories, focusing on the most notable product launches from the past 12 months. These reports are designed to give you a clear and comprehensive picture of recent innovation and its impact.
How We Analyse a Year of Innovation
By deconstructing the past year’s activity, we can provide valuable context for your current and future strategies. Here’s how we do it.
A Deep Dive into Product Launches
The core of these reports is a thorough examination of new products. We go beyond simply listing what’s new. Our analysis delves into the “why” behind each product launch, exploring the strategies, ingredients, and marketing claims that are driving innovation. This helps you understand what’s working, what’s not, and where the market is headed.
Powered by the Global New Products Database (GNPD)
Our insights are built on a foundation of robust data from Mintel’s Global New Products Database (GNPD). This powerful tool tracks and catalogues new product launches from around the world. By leveraging the GNPD, we offer a complete exploration of innovative activity within your category, ensuring our analysis is comprehensive, accurate, and relevant.
Uncovering Trends and Consumer Shifts
Our ‘A Year of Innovation’ reports are designed to equip you with actionable insights into how to lead innovation in your category. By studying recent product launches, we can identify shifting consumer habits and preferences. These reports help you connect the dots between what consumers want and how companies are responding. You’ll gain a deeper understanding of emerging trends, allowing you to refine your own product development and marketing strategies with confidence.
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