Leading Brands Emphasize Potential of Virtual Reality Tools for Optimized Operations

The leave-in conditioner market portrays hegemony of the top 6 players holding a significant percentage of the overall market share. Sensing the radical consumer shifts and evolving preferences, the leading manufacturers are forging ahead with their plans of effective product innovations & advancements. Moreover, the key brands are also exploring the application scope of virtual reality tools beyond new product launches, saving production costs, and reducing production downtime, unlike the traditional methods making use of physical store mock-ups.

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• Unilever, a leading player in the leave-in conditioner market, made an official announcement of the completion of its acquisition of Living Proof Inc, a leading company developing premium hair care solutions via breakthrough science, in 2017. This acquisition was aimed at curating innovative and high-quality hair care products that offer the best results.
• L’Oréal S.A., a key player in the leave-in conditioner market, launched ‘Botanicals Fresh Care’, a new hair care line, in 2017 in Germany, UK, and France. This exclusive hair care line was launched by the company to tap into the growing fad for natural products via green offerings along with ingredient transparency, which will help the consumers make well-informed purchase decisions.
• Herbal Essences, a hair care brand by the Procter & Gamble Company (P&G), entered into a strategic collaboration with the Royal Botanic Gardens in 2018. This collaboration was aimed at using advanced botanical science for the company’s exclusive shampoos and conditioners.

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Consumer Preference for Leave-in Hair Treatments & Masks Fuelling Investments

Growing perceptions of healthy scalp being the key to shiny and lustrous hair are translating into high-levels of consumer interest in scalp care products. This has further led the demand for scalp care products among consumers who eye restoring health of their hair, while amplifying the strength and elasticity characteristics. With the rising popularity of leave-in treatments & masks for hair protection and nourishment, sales of leave-in conditioners are taking off for use after shampoo. The adoption of leave-in conditioners is substantially high among women falling in the age bracket of 20 to 30 years, on account of high focus on self-grooming. Additionally, fast-paced lifestyle of consumers has led the demand for new products that facilitate easy and quick management of hair and hygiene. This, in turn, is creating sustained opportunities for brands to reap sizeable profits.

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Leave-In Conditioner Sales Surge in Line with Growing Need to Prevent Hair Damage from Chemical-based Products

Chemical treatments have been in vogue for changing style, texture, and color of the hair. Multiple products curated for skin and hair care, such as dyes, bleaching solutions, and others, consist of a combination of chemicals at varying concentrations. While these chemical-based products help in achieving the desired results, they occasionally lead to unwanted side effects, resulting in dry, frizzy, and unmanageable hair. Consequently, consumers continue to seek effective products that can possibly repair the chemically-damaged hair and stimulate growth of new and healthy hair. Leave-in conditioners, with solid claims of repairing hair damage, are evolving as worthy additions to the consumers’ hair care regimens. Leave-in conditioner helps with the right amount of hydration and moisture addition to hair, which boosts its credibility among consumers in terms of mending chemical damage.