From “supple” to “easy to take care of”, the needs are becoming specific
Softness is still the foundation, but it is difficult to cover all the needs of consumers by simply pursuing softness.Today's consumers want their hair not only to feel comfortable, but also to be convenient for daily finishing.Especially in the high-frequency scenes of combing your hair in the morning, blow-drying after washing, and tidying your hair before going out, whether it is easy to take care of will directly affect the feeling of use.In the direction of conditioning, the product ideas corresponding to Catic softener are somewhat related to this demand.For hair care products, the conditioning effect must ultimately be implemented in the state of the hair.
Anti-entanglement from professional performance to intuitive consumer experience
During the cleaning process, the hair will be constantly affected by the flow of water and the rubbing action.For people with more hair volume, there is more contact between the hair. If sufficient conditioning is lacking after washing, the combing process will naturally become more laborious.Therefore, anti-entanglement is not a very complex consumer concept.Consumers usually have a very clear feeling about this.How does the product work? There is no need to go through complex tests. Many times, the difference between a shampoo and a comb can be found.This has also made the anti-tangle gradually change from the performance of professional raw materials to a product experience that is easier for consumers to understand.
Different hair volume, different expectations for the adjustment experience
People with different hair volumes encounter different problems in daily hair care.People with normal hair volume may be more concerned about the feeling of softness, naturalness and lightness, while people with more hair volume usually pay more attention to whether their hair is easy to comb.Especially for long hair, if there are obvious tangles after shampooing, it takes more time to organize the hair.Products do not have to add more and more functions to solve the problems that consumers encounter every day, sometimes it is more practical.For people with more hair volume, if the hair is easier to organize after washing and the combing process is not so laborious, this change is a very specific care value.
The demand for segmented conditioning is heating up, and OSMFACT®BTMS 50 has received attention.
In this context, the application characteristics of OSMFACT®BTMS50 BEHENTRIMONIUM METHOSULFATE are also more in line with the current attention of hair care products to the conditioning experience.As a kind of conditioning raw material, OSMFACT®BTMS50 has excellent conditioning performance, good anti-tangle ability for hair, and at the same time can help hair maintain a good state of easy care.
For consumers, they don't need to know which raw material is used behind the product, but they will feel the changes brought about by the product when combing after washing.Hair is easier to comb, entanglement is reduced, and the finishing process becomes easier. These will eventually be translated into an intuitive evaluation of the product.
Conditioner is still the most direct application scenario for conditioning needs
When it comes to anti-tangle, conditioner is still the most easily thought of application scenario.When consumers use conditioner, they want their hair to become smoother and easier to organize after rinsing.After the product is applied to the hair, the touch of the hair will change, and the combing state after the rinsing is completed is easier to perceive.Especially for people with normal and thick hair volume, if the product can take into account softness and ease of care, the use process will be more convenient.The OSMFACT®BTMS50 is recommended for normal and thick hair volume hair, and it is also suitable for product directions that emphasize the luxurious care experience.
From cleaning to post-washing state, the focus of shampoo products is extending
If the hair is obviously dry after washing, or it is difficult to comb in a wet state, it is easy for consumers to attribute this experience to the product itself.Therefore, many shampoo products are now in the development process, and they are beginning to pay more attention to the coordination between cleaning and care.In some shampoo products, raw materials such as Glycol distearate are also used in the design of product appearance and texture.They have different functions from conditioning raw materials, but in the end they are all designed to form a more complete product experience.
Gentle conditioning receives more attention
Shampoo may be used multiple times a week, and conditioner is also a long-term care product.Consumers do not end after using it occasionally, but slowly form an evaluation of the product during continuous use.Too heavy care may affect the natural state of the hair, and insufficient care cannot solve the tangle problem well.What consumers really need is often a more natural, smooth and easy-to-take state.OSMFACT®BTMS50 is considered to be one of the milder anti-hair tangle raw materials, which is attractive for daily hair care products.From the point of view of actual use, there is no contradiction between gentleness and ease of care.
The texture performance of hair care products is also affecting product positioning
Conditioners usually have relatively obvious texture properties.Whether the product looks delicate, whether it is easy to extend when applied, and whether it feels more comfortable when used, these will affect consumers' judgment on product quality.Especially for high-end care or luxury experience products, texture is often part of product positioning. OSMFACT®BTMS50 has a high-quality creamy appearance, which is more in line with hair care products that emphasize texture.
At the same time, some hair care systems also use different types of raw materials such as Hydrogenated castor oil to match the overall texture and care ideas of the product.The tasks undertaken by different raw materials in the system are not the same. What is really important is whether the final product can form a coordinated use experience.
Anti-tangle has become a direction for hair care products to continue to be subdivided
From supple to easy to take care of, hair care products are gradually entering a more segmented stage.The problems that consumers want to solve are becoming more and more specific, and brands' attention to different hair volumes, different hair types, and different usage scenarios is also increasing.For people with normal hair volume and thick hair volume, the need to fight tangles is one of the clearer directions.
OSMFACT®BTMS50 has the characteristics of conditioning, anti-tangling and easy to take care of. With CETYL PALMITATE, it can strengthen the lubrication of hair, so that it can form a good combination with this need.It is mainly used in conditioners and shampoos, and can also be used in products that emphasize high-quality care and luxurious use experience.
In the future, new segments of the hair care market will continue to appear, but “making hair easier to take care of” is likely to maintain a high degree of attention.For brands, this means that product development needs to be closer to real life scenarios; for raw material companies, it needs to continue to pay attention to the performance that can be transformed into actual use experience.
Hubei Mingya New Material Technology Co., Ltd.
