In 2023, one of the top skincare trends will be the scalp – the Pinterest Predicts report points to the “cocurutocare“, a behavior led by Generation X and Boomers that aims to clean, hydrate and massage the region.
With an eye on this market trend, L’Oréal Professionnel, a pioneering brand]in hair technology, launches Scalp Advanceda product line with a treatment routine for issues such as dandruff, sensitive scalp, thinning hair, hair loss and oiliness.]Co-developed by professionals and approved by dermatologists, the line stands out in the market by uniting care for the scalp and wire treatment.
Interest in scalp care is also reflected in beauty salons. When talking to its team of Professionals, most reported that customers complain of problems with the scalp and that is why the brand invested so heavily to bring a line that fully meets the needs of this woman, bringing ingredients already known in skin care, such as niacinamide, clay and sorbitol.
Mariana Salgueiro, Director of L’Oréal Professionnel, says:
“The PRO is often the first to notice any kind of sensitivity and that’s why it’s so important that they know how to make the correct diagnosis in the salon. We are training our entire team of professionals so that they can be multipliers of this knowledge.”
In a report presented by Pinterest at the end of 2022, searches reveal that consumers are increasingly concerned about well-being, with interest in “Scalp massage techniques” (+55%), “Clean scalp” ( +55%), “Dry Scalp Treatments” (+70%), “Natural Hair Growth Mask” (+80%), and “Deep Scalp Cleanse” (+45%).
Caê Sagula, Pinterest’s business leader for the consumer goods industry, explains:
“We are always attentive to consumer behavior to bring these insights to the market, and they are unique trends, as they look to the future based on the searches of the more than 450 million users around the world who come to the platform every month to discover new ideas and products and to plan the moments of their lives.”
With a combination for every scalp need, Scalp Advanced offers a complete treatment that goes from the health of the root to the treatment of the tips, bringing consecrated skincare actives that offer solutions to issues such as discomfort, dandruff and oiliness. For example, with anti-discomfort action, the Regulating Shampoo and the Intensive Soothing Treatment, protect and soothe the scalp due to their dermatological actives, such as sorbitol, known for its humectant properties that protect against water loss and hydrate the hair . To complete, the product brings in its composition the renowned niacinamide, which belongs to the B3 family.
Widely used in skin treatments and beloved in the world of cosmetics, it is known for its regulating properties. The combination of the two assets guarantees a +83% calming action. In addition, the line brings products with AHA, responsible for purifying the scalp and Clay, a powerful skincare active for clearing and purifying action.
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