Brands can do a better job positioning for those consumers who wear braids, wigs, hair extensions, head coverings or have an exposed scalp, going beyond the basic dry scalp claims found on most treatment products today. Express ingredient benefits to alleviate tightness, tenderness, discomfort, oiliness, and acne. Consider formats that focus on ease of use, are fast acting and long lasting and either combination sets or multi-functional products. Incorporate ingredients to reduce sebum, limit irritation, eliminate odor, and provide sun protection. Such as these:
As we know the scalp is skin, garnering inspiration from what we see in the skin care market is only wise. Skin has set to focus on restorative and balancing qualities, many could say a surface detox, and the same applies for the scalp. Ingredients that focus on the balance of bacteria found on the scalp as well as those that deliver vitamins and minerals and soothe the stressed scalp help bring a combined sense of comfort and wellness. Currently scalp products are mainly launched within the category of hair products, they are found within the hair treatments category and focus more so on gentleness and free-from claims, there is room for a dry oil/serum or overnight/long-term treatments such as masks for skin and scalp. Consider incorporating Marine ingredients which have been making waves in the mask category. Or try this Thermal Protection Mask which contains black clay, and Beracare ADA to protect from thermal damage and reduce the visible signs of flaking over time while delivering softness and shine.