Micellar technology simplifies hair washing routines
Although the traction of these products in Asia Pacific (APAC) is still in its infancy, the segment is anticipated to have the potential in the region to modify hair care regimes.
Consumers investing in their hair care routine are focusing on new micellar products that moisturise and remove dirt comprehensively and quickly.
1. What is micellar technology?
Micellar technology is being utilised in hair care products to help remove any dirt or product build-up that inevitably proliferates on the scalp, without being too aggressive – encouraging more frequent use, and also goes against harming hair colour or integrity.
2. How are micellar hair care products being used?
At present, micellar haircare products still need to be rinsed, though theoretically, there could potentially be no rinsing involved with future micellar products. Instead, the deed could be completed by simply towelling the hair to remove any excess products or oils.
3. What environmental aims do brands have?
There are already a number of shampoo brands that are trying to deal with water consumption.
For instance, Dove formed a partnership with the water-efficient Delta Hydrafall Shower Head in 2016, while consumers saw the launch of Stop the Water While Using Me! – a brand that literally advises against water wastage.
There is potential for micellar shampoos to develop as water scarcity continues to affect the wider beauty and personal care market.
4. Are formulators now using fewer ingredients?
We are seeing more formulators adapting to the ‘less is more’ concept. Consumers are going back-to-basics with a number of formulations, and in hair care, we are seeing a boost in the use of oils in particular.
According to Mintel findings, just over one in five female haircare users in the US look for products with as few ingredients as possible. This idea of not having too many ingredients in products is also extending to haircare.
5. How can skin care-based claims in hair care succeed and overcome previous difficulties that prevented growth in the sector?
Skin care-based claims can help overcome the current concerns that consumers may have. Damage concern still ranks highly in haircare, so using gentler and sensitivity claims will help to allay any concern.
Consumers also don’t like to be overwhelmed with complicated products, so using claims, terminology or instructions that they are familiar with, or work easily, will help to overcome difficulties in the market.
6. What claims are these brands expected to make to leverage the potential of micellar technology?
- ‘Gentler’ – 39% of US adults associate cleansing waters (sometimes referred to as micellar waters) as being gentler than rinse-off cleansers.
- ‘Ease of use’ – 25% of US adults think cleansing waters (sometimes referred to as micellar waters) easily remove make-up
- ‘Sensitivity’ – 24% of UK women who experience sensitivity have used micellar cleansing waters. These are findings that can be transferred to haircare.
7. How can marketers for micellar haircare appeal to consumers?
Clear messaging is not only effective; it can also educate consumers on the benefits and usability of a product.
Links to skin care use could be an added advantage as consumers are already familiar with the concept.
While micellar haircare products are particularly targeted towards consumers with fine hairs, they can also be positioned as a product that is suited for regular use, especially among consumers who may be concerned about the potential damage from frequent washing.
Brands should also capitalise on Mintel’s ‘Active Beauty’ trend as they can position micellar washing as the solution for active consumers to effectively, but gently, cleanse their hair after exercising.