Dry shampoo sales rocket as celebrities “big hair” look trigger the trend
Sales of dry shampoo have rocketed in the past 12 months and this year are set to reach £17 million ($27 million) in UK.
Experts believe that the “big hair” look seen on celebrities such as Cheryl Cole and stars of The Only Way is Essex is responsible for the growing trend of using dry shampoo.
According to new research by Mintel almost one in four women (23%) now rely on the quick-fix to achieve a bouffant bounce.
A spokesperson from the market analyst firm Mintel said: “In addition to cleansing hair, dry shampoo may also be used as a styling product as it creates volume, texture and hold, which allows hair to be moulded more easily into shape.
“The dry shampoo category has been reaping the rewards of delivering on the lifestyle factor of time pressure.”
In 2011 year-on-year sales of dry shampoo grew 140% – outpacing normal shampoo market.
Research showed it is most popular among young women, with nearly 40% of adults aged 16 to 24 using it, compared to 10% of the over-55s.
While it is often used to give that just-washed look, it can also be used to style hair as it creates volume, texture and hold, one reason for its success among younger women.
While dry shampoo still only accounts for 4% o shampoo sales, it is now regularly used by about one in five women.
Mintel said the Batiste range of dry shampoos, which pioneered this area of the market, now boasts 16 variants catering for all hair types.
The spokesperson added: “The market has been boosted by its popularity among young consumers on holiday, at festivals and during nights out clubbing.”
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