Although the washing and care market is moving towards high-end and refinement, consumers are willing to place orders for more precious ingredients, more delicate aromas and more diverse products, what has not changed is that humans are still too lazy to wash their hair.
For many people, the significance of shampooing seems to be more about maintaining a good personal image and styling than daily cleaning care, otherwise there would be no such statement as "going out to see people wash their hair" and "having a good friendship to meet without washing their hair", which also gave birth to the demand for quick and crisp hair, driving the rapid growth of "oil head artifacts" such as hand-washing spray.
According to the "2021 Shampoo and Care Category Trend Report" released by CBNData, in 2020, the consumption scale of each effect of Tmall shampoo category ranks first, and the consumption scale far exceeds the second place in dandruff removal. At the same time, the use of time in seconds of fast hair care products in 2020 growth rate is eye-catching.
Mintel's data on China's washing market also shows that many of the new hair care products launched in 2019 claim to be convenient and easy to use, and the market penetration rate of leave-in shampoos reached 11% in that year.
At the end of last year, the local head care brand Spes completed nearly 200 million yuan of A round financing, one of its star products is the no-wash fluffy spray, the brand was founded in 2020, with the "oil control fluffy" effect cut in, soon occupied a place in the domestic wash care market, according to the brand, as of the end of 2021, spes no-wash fluffy spray total sales have exceeded 6 million bottles.
Spes leave-in fluffy spray
At present, on Douyin, you can see many videos of no-wash sprays that make hair "degreased" immediately, the number of plays under the topic of "dry hair spray" has reached 2.16 billion times, and the search results of "no-wash spray" on the Little Red Book have exceeded 30,000.
Mass-positioned leave-in products have helped new brands like Spes quickly open up the situation, and for high-end hair care brands, the demand for "no shampooing" is also an opportunity to expand their customer base. In Living Proof's Tmall flagship store, no-wash dry hair spray ranks second in sales, behind another star product, The Voluminous Oil-Controlled Shampoo. This 83ml priced at 149 yuan is much cheaper than the brand's shampoo, conditioner, etc., and is a good entry product.
Living Proof leave-in dry hair spray
Other high-end hair care brands such as Rene Furterer, Davines, Ouai, etc. have also launched leave-in sprays, with prices ranging from 150 to 250 yuan.
The way the no-wash spray works is generally to use starch and other substances to adsorb grease to make the hair dry, and fluffy powder is another popular dry hair product with similar principles, which is generally a small puff shape, and the fluffy effect can be achieved by pressing on the oily part.
Davines leave-in dry hair spray
CBNData data shows that the sales of fluffy powder on Tmall have increased sharply in 2019, and the "2022 Personal Washing Trend Report" released by Jingdong Supermarket in February this year also mentioned that the growth rate of Z generation users who buy fluffy powder products has reached 57 times.
Compared with dry hair spray such a capacity of more than 100ml of products, fluffy powder is much more portable, in addition to convenient and fast also carries the social needs of young people, just like the high-value new generation of mouth spray, mouthwash, fluff powder is closer to a cosmetics, can be anytime and anywhere "makeup" to maintain a good image, so that many Chinese consumers understand that Fluke powder is a makeup brand, domestic makeup brand Floral also launched this form of products.
Fujiko fluffy powder
However, the popularity of dry hair products has also sparked controversy over whether this product will hurt hair, and hair stylist Clariss Rubenstein believes that the use of dry hair spray needs to be combined with maintenance products, she said: "I compare it to makeup, the powder will have a temporary drying effect on the skin, but if you cooperate with reasonable skin care, it will not affect you." ”
In a popular science article at Cleveland Clinic, dermatologist Wilma Bergfeld said that dry hair spray can make hair brittle from excessive dehydration, and regular use of the product on the scalp can also clog pores and cause papules and bacterial infections. Moreover, the continuous accumulation of grease on the scalp is not only oil, but also pollutants in the air and chemical components in hair care styling products, which eventually need to be washed away by ordinary shampoos, dry hair spray can only be emergency, and long-term use will cause scalp problems.
Of course, whether it is a leave-in spray, fluffy powder, or bangs wipes and a variety of fluffy styling products, for consumers, it is only a strategy of "washing one day late and washing one day late", and such careful thinking also allows scalp cleaning products to enter the vision of more consumers.
Fluffy powder usage
In the sharing of social platforms, it can be seen that many consumers buy this product because it can reduce the frequency of shampooing, such as Christophe Robin's star product Sea Salt Scalp Scrub also added a description of "hair refreshing + 1 day" in the product introduction. Volkswagen brands such as Dove, high-end brands such as Philip B, cutting-edge domestic brands such as Spess, Effortless have launched scalp scrub products, with consumers' awareness of thorough scalp cleaning can be long-term oil control, such products have also become the "standard" of many washing brands.
Philip B peppermint avocado sea salt scalp scrub
Since consumers are so lazy to wash their hair, can hair wash services become a new business opportunity? In October of last year, the hair brand washed a hair Mr. Judy completed a round of financing of 50 million yuan, this brand is from the shampoo service, neither cut nor dyed, to create a store dedicated to shampooing, Mr. Judy's standardized service can be completed within 30 minutes, the service items include shampoo, hair blowing, styling, nursing, etc., aiming at office workers' lunch break or afternoon tea time.
Wash a hair Mr. Judy
At present, Mr. Judy has more than 140 stores in first-tier and new first-tier cities, and founder and CEO Wang Jianlin said in an interview with 36Kr that the store "currently has a customer conversion rate of about 40%, and the repurchase efficiency is high."
Even if consumers are lazy, their requirements for refinement will not be reduced, especially for such a social matter as "washing hair". Whether through convenient products or services, as long as consumers can spend the least amount of effort to maintain a refreshing shape, more growth opportunities can still be found in the washing market where oil control is still the first major demand. BINC
Author: Lee
EDIT: Horse Spurs
Image source: Network