2018 is finally here, and with the new year comes new product launches in the beauty market. Find out some of the best drugstore hair products set to launch this year from Women’s Wear Daily and shop the items that have already dropped online:
Will 2018 be the mass market hair category’s big break? If one is measuring by the amount of innovation slated for early January, signs point toward yes.
In both the prestige and mass sectors, but especially in mass, hair has historically been thought of as a commoditized category, lacking the innovation and consumer interest needed to drive double-digit sales increases in the way makeup has in recent years.
Motivated by two major shifts defining how consumers shop for hair products — an uptick of interest in hair and scalp health, and the continuing trend of wearing hair in its natural texture — major players from Procter & Gamble to L’Oréal, Unilever and Johnson & Johnson are unleashing a slew of newness in 2018 that will give planograms a major update.
1. TRESemmé Compressed Micro Mist Hair Spray
Unilever’s micro mist technology is a key hair styling innovation for 2018 — hairsprays under the TRESemmé, Suave and Dove lines are specially designed to deliver long-lasting wear without stiffness in a can that uses 50 percent less gas than the average model.
2. Herbal Essences Refresh Blue Ginger & Micellar Water Shampoo
With its new Bio-Renew branding and reformulations, Herbal Essences has a host of new shampoo and conditioner options, including one that harnesses micellar technology, said to lift impurities from the hair while adding volume. Other new skus include White Strawberry & Sweet Mint and Bourbon & Manouka Honey.
3. L’Oréal Paris Elvive Total Repair 5 Protein Recharge Treatment
This leave-in conditioner is the hero product in the new L’Oréal Paris Elvive Total Repair 5 franchise, said to combat hair damage due to protein loss via a conditioning formula made with almond and protein.
4. Garnier Fructis Hair 1-Minute Hair Mask
These multi-purpose items can be used three different ways — as a hair mask, conditioner or leave-in. Varieties include Repairing Papaya for damaged hair, Color Vibrancy Goji Berry, Nourishing Avocado to smooth frizz, Fortifying Banana and Nourishing Coconut for dry hair.
This article is being republished with the permission of Women’s Wear Daily. To read the original version, click here.