WATCH – 'Going outside classical segmentation': How personalisation is eradicating the conventional hair care routine
For one, this has resulted in the breakdown of product segmentation by hair type, which has been the practice for many years.
“I would say that personalisation is about going outside the classical segmentation based on hair types as it has been for years in hair care,” said Stephanie Neplaz, international head of innovation marketing for hair care at Solvay.
While it is possible to individually bespoke hair care products based on factors like genetics, Neplaz believes this would be too difficult for mass hair care market.
For such brands, Neplaz suggested creating very targeted solutions and benefits.
“The brand needs to create really efficient products and be really clear about the benefits each product really provides. So, this way the consumer can find the right solution and can play with the different products to create their own routine.”
This means the industry will see more product and categories in the market that will help cater to the consumers' ever-changing needs.
“Today the consumer should not have to compromise between the style they desire and the health of the hair and scalp,” said Neplaz.
The Asia Pacific region presents huge opportunities for hair care companies, especially in China, where consumers are ready to adopt new products into their hair care routines.
Neplaz believes this is being driven by the market’s penchant for luxury goods, making it the perfect market to introduce personalised hair care concepts. “I think we have a playground there.”
Moving forward, Neplaz believes multifunctional and hybrid hair care products will be the key to success in the hair care market.
“The conventional steps are going to completely disappear. It’s a completely different way of thinking about what has been done.”
To find out why these two categories will become vital in the future, check out the full video above.