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Natural Desires in Hair Care Fragrances

Hairstyling product trends are heavily influenced by current lifestyle, belief and fashion trends. A look into Mintel Global New Products Database (GNPD) shows new products echoing the general consumer move towards natural and authentic-seeming personal care. New hairstyling products boast herbal and fruit-inspired scents to connect with consumers’ deepest “natural desires.”

Around the globe, botanical ingredients continue to dominate hair styling product development. Mintel Global New Products Database (GNPD) reports that “botanical/herbal” was in fact the leading product claim in new products launched from July to September of 2007. Plant-based ingredients seem more natural and pure to the consumer who is trying to avoid excessive use of chemicals in his or her personal care. Ingredients such as rose petals, jojoba oil, cocoa butter and ginseng also bring unique benefits and scents to hair care products.

In the United Kingdom, Aroma Do Campo Escova de Chocolate has released a range of hair styling products that are specially formulated with certain botanical ingredients to improve the condition of damaged hair. The products contain cocoa butter and amino acids for hydration, softness and conditioning. Aroma Do Campo Escova de Chocolate offers a Reconstructor, an Anti-Frizz product with keratin, a shine-enhancing Silk Fluid, a Shampoo, a Conditioning Mask and a Hair Treatment for botanically-enhanced hair styling across the board.

Avon likewise boasts that its Naturals Hair Crema Hidratante para Peinar (Hydrating Combing Cream) will provide shine while softens and conditions hair. Sold in Colombia, the cream contains aloe vera, ginseng and a nutritive Bioseed complex that makes hair easier to comb and gives it a light, fresh scent. Naturals Hair Crema Hidratante para Peinar is suitable for all types of hair and retails in a 150 g tube.

As a natural and functional extension of herbal scents and ingredients, aromatherapy has grown in hair care products. Using the fragrances of essential oils to energize or soothe consumers, companies with aromatherapeutic ingredients in their products claim they can provide benefits that are physical as well as spiritual. Aromatherapy looks to be quickly growing in the scents and ingredients used for hair care.

Targeting men, Aveda released a new Liquid Pomade under its Aveda Men Pure-Formance brand in the United States. Featuring the certified organic essential oils of spearmint, vetiver and lavender along with the aromas of kunzea and citrus, Aveda claims that the product offers a rich, spicy and refreshing scent.

Fruit-based formulas have also made quite a presence in hair styling aids around the globe, bringing a fresher fragrance along with them. Everything from fruit micro-wax to raspberry vinegar to acai berries has been seen in recent months as companies strive to put real fruit ingredients into their hair care products. In the United States, for example, Garnier’s Fructis Style Bold It brand features fruit micro-waxes. It’s new Power Putty product provides an intense hold for ultimate definition, complete with a fruity fresh smell.

In Italy, Bottega Verde uses raspberry vinegar in its Lozione Lucidante Aceto Di Lampone (Raspberry Vinegar Shine Enhancer). Rich in mineral salts, vitamins and fruit acids, the product claims to aid weak and treated hair. It is dermatologically tested, not tested on animals and retails in a 100-ml spray bottle.

Even premium brands have picked up on the trend towards more natural ingredients and fragrances in hair care. Premium labels such as Aveda in the United States have the advantage of marketing a signature scent, such as the Aveda Men Pure-Formance brand’s “rich, spicy and refreshing aroma.” Aveda’s Grooming Clay is said to add texture and definition to hair, while lightweight micro-fibres flex, so the hold is pliable yet strong. It’s essential oil content and rich fragrance make it appealing to scent-seekers and product-naturalists alike.

With many consumers looking for cleaner labels and more natural product composition, herbal, fruity and aromatherapeutic scents and ingredients can help hair care manufacturers lure in new users.

The Mintel Global New Products Database (GNPD) tracks new product launches, trends and innovations internationally. For additional information, call Mintel International at 1-312-932-0600.

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