Goldwell targets specific scalp problems with renewed range despite prevailing awareness gap

Many consumers do not realise that environmental factors and their lifestyles can affect scalp health, and that scalp conditions tend to be overlooked, according to Beng Lee, KAO Salon Educator.

For instance, humid climate leads to the development of oily scalp. And because of the heat, many people stay in air-conditioned environments for long periods, whereby the reduced air moisture causes dry scalp.

“Scalp disorders aren’t as visible as facial skin problems. You can’t really tell [a problem] until you start experiencing flaking or when your hairstylist points it out. Very often, these issues can be prevented or easily solved. But if you don’t do anything about it, worse things — such as hair loss — may result.​

“The scalp is an extension of facial skin. If consumers are aware that it is important to use sunscreen and other products to delay skin ageing, all the more they should take care of their scalp because it ages six times faster than the face. It’s a pity to have youthful-looking facial skin but a not-so-luscious head of hair.” ​ 

While Lee acknowledged that young consumers have greater awareness of the difference between scalp care and hair care, and how both are essential, he believes there is still room for education.

“Consumer demand is ​proportional to the level of knowledge and awareness. Generally​, everyone is more concerned about​ staying young. About a decade ago, it is mostly men who are worried about hair loss and come to salons for scalp treatment. Now, it’s a good mix of male and female customers.”​

“In fact, the Scalp Specialist range is the most popular one under Dualsenses, which includes products for colour care, hair repair, smoothening and volumising, and more. The range is designed to be easy-to-use and effective, and I think the results speak for their popularity.”​

Product upgrading​

The Scalp Specialist line-up is formulated with various ingredients, including panthenol and sage extract, to meet consumers’ individual scalp needs not only in salons, but also at home.

“The functions of each product are clearly displayed on the packaging. For example, the caffeine-infused Densifying Shampoo is for people who want denser-looking hair. It refreshes and activates the scalp, while helping to unclog hair follicles to provide better grip for hair that looks and feels fuller.​

“What we aim to do is to make sure that by using the right product and ​improving scalp health, ​every hair strand will grow to become stronger and thicker, and the overall density increases. Like a forest, the number of trees may be the same, but the forest appears denser because each tree is thicker,” ​Lee explained.

Among the new iterations of the range, the Sensitive Foam Shampoo is the only product that has been endorsed by an external agency called European Centre for Allergy Research Foundation (ECARF).

“It’s an organisation that certifies consumer products which are safe to be used by people with known allergies. When it comes to scalp sensitivity, sometimes even consumers themselves don’t know what their skin react to. ECARF found that our formula is safe for use by people who have sensitive scalp, as the product is very gentle and lightweight, and does not contain artificial fragrances.”​

Based on market research and consumer trends, Goldwell’s R&D team in Germany is continuously looking to discover ingredients that can improve the current formulations.

“​Take Deep Cleansing Shampoo for example, it is enriched with red raspberry seed oil, which is known for its antioxidant and free radical scavenging properties. In addition, the Deep Cleansing Scalp Peeling is an exfoliating pre-wash containing menthol to cleanse the scalp and regulate sebum secretion.​

“​Ultimately, people are always looking for better solutions to similar problems. Our idea has always been to constantly source for more effective ingredients,” ​Lee reiterated.