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Hair Care meets Healthy Living

Hair Care meets Healthy Living

Hair Care meets Healthy Living

Rising life expectancy demands a holistic approach to health, beauty, and sustainability for an aging population. Thankfully, there are suitable products available to care for your hair and support its various functions, for your health and your mood. There are many ways to radiate health and happiness. Doing something good for yourself is much easier than you might think.

Sun Care meets new Outdoor

With the increasing life expectancy, consumers are seeking to live healthier and more fulfilling lives. They are looking for proactive solutions to maintain the health of their hair in the long term.

To meet this demand, brands are offering a variety of alternatives. On one hand, they adopt a preventive approach aimed at increasing the expectancy of healthy hair among younger consumers. 

On the other hand, they develop products tailored to different life stages, taking hormonal changes into account. These solutions are designed to deliver high performance and proven results.

The BASF solutions for your Hair Care meets Healthy Living

Baby-boomers hair care

Baby boomers want to maintain the health and vitality of their hair to age gracefully and confidently.

They are more inclined to choose products that offer tangible health benefits over purely aesthetic ones.

  • Health over appearance

  • Ageing positively

  • Ultra-nourishing solutions

Generation X hair care

For Generation X, protecting against the early signs of ageing in hair involves a proactive approach.

The "skinification" of haircare is promising for longevity-first haircare, given that the scalp is increasingly considered an extension of the skin on the body.

  • Premature aging defense

  • Enhancing the appearance

  • Repairing damage sources

Source: Mintel | The rise of longevity BPC #2: unveil the science behind longevity to win in beauty | 2024

Millennials hair care

Millennials are proactive in their approach to beauty, extending their preventative mindset from skincare into haircare routines. 

They prioritize scalp health for strong hair, seeking products that address dandruff, dryness, and irritation, often favoring those with natural and botanical ingredients.

  • Preventive solutions

  • Holistic approach

  • Inspired by longevity approach

Source: Mintel | The Future of Haircare, Styling & Colour | 2024

Generation Z hair care

Generation Z are increasingly engaged in beauty but feel pressured to maintain a youthful appearance.

Gen-Z is very aware of the importance of looking polished and attractive, both online and offline, which pushes them to invest in a variety of hair products.

  • Look youthful

  • Influenced by beauty ideals on social media

  • Scientifically proven solutions

Sources: Forbes “How Gen Z’s Obsession With Beauty Products Is Draining Their Wallets” + 2024’s Top Haircare Brands, Products, and Influencers | BeautyMatter

Brands have been developing products to help women manage hormonal changes from cycles to menopause.

Understanding the needs of consumers undergoing hormonal changes presents an opportunity for brands to create differentiated products that cater to this evolving demographic.

Monthly period hair care

Menstrual cycle can affect the scalp and hair. To address this issue, it is important to utilize active ingredients and technologies that promote blood circulation and activate hair follicles.

When a hair follicle receives insufficient blood, growth slows. Period hair: more oiler than usual.

  • Scalp dryness or sensitivity

  • Hair thinning, shedding and/or stalled growth

  • Change to hair's luminosity and texture

Source: Mintel «The-future-of-haircare-styling-colour-2024»

Pregnancy hair care

During pregnancy, the condition of your hair and how it grows will change. 

Hormonal changes can cause a dry or sensitive scalp, so products for pregnant women focus on gentle cleansing and moisturizing to maintain scalp health.

  • Scalp dryness or sensitivity

  • Hair thinning, shedding and/or stalled growth

  • Change to hair's luminosity and texture

Source: Mintel: Attitudes towards Beauty and Grooming – UK – 2024

Postpartum hair care

Postpartum hair and scalp care is crucial as many women experience significant changes after childbirth.

Postpartum hair may lose shine and texture, so products with nourishing oils and vitamins can help restore its appearance.

  • Scalp dryness or sensitivity

  • Hair thinning, shedding and/or stalled growth

  • Change to hair's luminosity and texture

Sources: Mintel - Attitudes towards Beauty and Grooming – UK – 2024 / Base: 222 internet users aged 16+ who perform beauty/grooming tasks with children aged 4 and under in their household / Source: Kantar Profiles/Mintel, May 2024

Menopause hair care

During menopause, women have to contend with numerous health issues. 

A lesser-known aspect of menopause is its impact in hair appearance. Similar to what happens with skin, the scalp & hair undergo unprecedented transformations that require specific attention and care.

  • Scalp dryness or sensitivity

  • Hair thinning, shedding and/or stalled growth

  • Change to hair's luminosity and texture

Sources: Piraccini BM, Alessandrini A. Androgenetic alopecia. G Ital Dermatol Venereol. 2014 Feb;149(1):15-24./ Eni Gómez Grau - Bióloga capilar. Biología del cabello. Hair in menopause. February 2023

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Source Grafiken oben: Mintel
1 The Future of Facial Skincare: 2024
2 A year of innovation in Hair Care, styling & colour, 2024- Base: Germany: 1,922 internet users aged 16+ with hair (Kantar Profiles/Mintel, March 2024)
3 The Future of Hair Care, Styling & Colour: 2024