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Just when you thought the alphabet trend was beginning to slow down, get ready for the beauty letter game to regain momentum with news that BB cream is expanding into the hair care market. Set to rival its skincare counterparts, BB cream for hair delivers a combination of styling and treatment benefits to have hair looking healthy and shiny.
It’s a really exciting time in the beauty world, as we see the trend of this all-in-one miracle product, originally designed for the skin, transcend into hair care,” says beauty expert Emma Charlotte Bangay. The innovation has provided women with good quality multi-tasking products at their fingertips, and these days, the demand for these all-in-one beauty solutions is growing rapidly as we try and keep up with the pace of our hectic lifestyles.”
With a recent study from Mintel finding 18 per cent of hair care products launched globally in 2014 carry a time or speed claim, BB cream for hair provides the ultimate in time-saving thanks to its multi-tasking capabilities. Multi-benefit/use products will continue to grow with people becoming more and more time poor," explains national technical educator Grant Withnell.
Having recently launched the , Schwarzkopf brand manager - hair care and styling, Raymond Ho talks the ins and outs on the BB cream hair care trend.
What exactly is a BB cream for hair?
[It] is the answer for Australian women who are seeking the Holy Grail in hair care, a single product that does it all in one easy step.
Does BB cream for the hair follow a similar idea to BB cream for the skin?
Given the proliferation of BB creams in the skincare category within Australia, it is clear that Australian consumers understand and buy into the BB cream concept. We wanted to ensure the core proposition of BB cream was not lost - an all-in-one solution that is convenient and easy to use on a regular basis. For skincare, this meant a moisturiser and foundation in one, for hair care, this meant treatment and styling benefits. The key difference is that there is no coverage/colour component within BB cream for hair.
How did the product innovation for BB come to light?
The hair treatments segment has seen double-digit growth in the past few years due to the popularity of the Argan oil trend, but that has slowed down due to market saturation - Australian consumers are now looking for the next best thing in hair care. Tapping into skin care trends, we saw how successful BB cream was in the skin care category for revolutionising the skincare/make-up routine. The key insight that is shared with its skincare counterpart is, How can I simplify my routine, yet still look my best?”
What makes BB cream for hair different to other hair products launched on the market?
paves the way for multi-taskers within hair treatment segment. Unlike intensive masks, BB creams are leave-ins so don’t need to be washed out. Unlike standard leave-in conditioners, BB creams have multiple benefits that go beyond standard detangling and shine. Even though oils have been extremely popular, not everyone likes the feeling of it in their hair, particularly people with fine or flat hair. We believe the lightweight lotion will have a broader appeal given it is suitable for all hair types.
What impact will the launch of BB creams have on the hair market?
Less than one in five Australians use hair treatments, one of the key barriers is that it is not understood by Australian consumers – it is often perceived as too complicated, or as a last minute rescue if their hair gets majorly damaged from over-colouring or excessive use of heat styling devices. Australian consumers don’t realise that treatments have evolved from a messy, time consuming process and can be quick and easy to incorporate into their busy lifestyles, and using them regularly can be the difference between good and great hair. We expect a lot of consumers who never considered using hair treatments to take notice. We want to make consumers realise that beautiful hair can be achieved without spending copious amounts of time and money.
Why is the Schwarzkopf Extra Care BB Cream innovative?
To ensure daily use without weighing hair down, the consistency is an incredibly lightweight lotion that is easily absorbed without leaving any residue.
How was the product formulated?
Formulated with liquid keratin along with sensorial fragrances, the Extra Care BB Cream provides 11 dimensions of benefits in one easy step and promises to give hair instant suppleness and shine, while working to repair it.
What are the 11 benefits hair receives?
Anti-breakage, split ends protection, silky softness, diamond shine, strength against damage, frizz control, immediate detangling, deep nourishment, natural volume, moisture sealing, and supreme repair.
It looks like Schwarzkopf is again hitting on a hair product trend before other brands...
Schwarzkopf is a globalised company at the forefront of consumer trends. The company has always prided itself in innovation since the beginning with the world’s first shampoo and the first home hair colour. Schwarzkopf was launched in Australia in 1961 and still today continues to strive for unique and convenient products for our consumers. The team here at Schwarzkopf is constantly planning new launches with the pulse on the latest consumer trends. 2015 will bring big news for the company through very exciting new brands and innovative new launches.