Well-informed consumers willing to pay for products with potent and multifunctional ingredients – KERASILK

KERASILK’s Taoyaka System premium home care range is designed to complement in-salon hair treatments and claims to prolong effects for up to four weeks.

Developed in Japan, the range uses two key ingredients, biomimetic silk and Hyaloveil. The application of these “super ingredients” answers the increasing demand for ingredients that are highly potent and serve multiple functions, said Beng Lee, Kao Salon Educator.

“Today, we’re looking at consumers who are more highly educated and who give extra attention to the products they use. They are curious to know not just the product performance, but also what is inside the product. They want to find out more about ingredients and the manufacturing process.​

Moreover, Lee believes that consumers’ willingness to spend is more dependent on quality than price.

“If the consumers feel that a product works and gives them what they want because it uses effective ingredients, which usually come at a price, they will be willing to spend.”​

Used in some luxury skin care products, biomimetic silk is said to replenish amino acids inside and on the exterior of hair to improve its strength, elasticity, smoothness, and shine.

Hyaloveil is a type of hyaluronic acid that reportedly penetrates deeper into the skin and locks a bigger amount of water molecules than regular hyaluronic acid.

“The skin on the scalp ages six times faster than facial skin, so it needs a lot of moisture. In addition, Hyaloveil interacts with the hair surface, using its adhering capability to optimise the cuticle. It also protects against dryness, brittleness, and environmental stressors such as UV rays,”​ said Lee.

In addition to efficacy, consumers are drawn to products that meet their sustainability standards.

“Things relating to sustainability and the environment, such as climate neutrality, have become a priority, particularly for the younger consumers where the shift in purchasing behaviour is most pronounced. They are the ones leading the trend, and we want to make sure that everything we put into our products make sense to them.”​

KERASILK was under the Goldwell portfolio for over 40 years, before it was relaunched as a standalone brand of Kao Salon Division in March this year.

The Taoyaka System is currently available for purchase at select salons in Singapore, Hong Kong, and Taiwan. 

Extended care​

One major trend Lee has observed was that consumers now prefer to keep their salon visit as short as possible. They also tend to reduce the frequency of visits due to busy schedules and other commitments.

“As​ things are returning to ‘normal’ post-pandemic, we see people being more experimental or daring in terms of hair colour, just to have some fun. This leads to drier or more damaged hair that requires treatment.​

“However, treatments are not a cure-all. Like skin treatments, if you want the results to last longer, you need to use the right home care. That’s why we developed the multi-stage Taoyaka System to maintain customer satisfaction for an extended period, rather than a sharp dip shortly after they leave the salon,” ​Lee said.  

Furthermore, the at-home maintenance range is not limited to those who have undergone the Taoyaka System in-salon treatment.

“​People who don’t go for hair treatments or have not done the specific treatment can also use our products that have been specially formulated for Asian hair, which range from very fine hair to coarse and thick hair, and from naturally straight hair to curly and frizzy hair.​

“Despite the wide spectrum of hair types, the common problem we have in South East Asia is the hot and humid climate. ​Some consumers’ idea of healthy hair is what they see in commercials. But if you want the same amount of shine and smoothness, the products will have to be very rich, which burdens and flattens the hair. It will feel heavy and waxy, and it will not be exactly aesthetically pleasing.”​

To cater to different hair types and consumer needs, KERASILK emphasised that it has kept its formula lightweight with a focus on hero ingredients, without compromising on the delivery of desired results.