Therapy Trends

from OTC - November, 2020

Products to Stock

The Strength of Fortifying Sales

By Elayne McClaine

Haircare dollars are spent mainly on beautifying instead of fortifying. OTC consumers are under attack. They are experiencing battle fatigue from thermal styling, anti-aging and chemical excesses, both internal and external. Consumers experience many maladies that suppress the density and vibrancy of their hair: medication, thermal styling, pollution and other environmental stress. Often, the products designed to beautify the hair are the same products that deliver damage. Several factors attack hair and scalp. When there is an outbreak of thinning strands, blistered cuticles, or chemical fatigue, consumers need strength. Strengthening products begin at the root and must also address the loss of density along the strand. Manufacturers are creating formulas that feature a myriad of exotic fruits, seeds and extracts. All across the globe, there are products that are used to strengthen and reinforce hair with fiber sealing serums, fermented minerals and bio-functional peptides. The sophistication of these formulas is often launched by smaller brands that have sourced remedies from Africa, Brazil and China. Larger firms are addressing the issues with targeted systems against relaxers or hair color formulations. OTCs need to take leadership in featuring these products. Efforts to create awareness is typically promoted online.

Your consumers may respond better to this category if they are merchandised in an off-shelf therapeutic section. This is not about dull hair that needs conditioning! These remedies are being developed to restore, regrow or repair hair that has lost its density, rate of growth, and ability to style. There are products that offer stem cell and fibroblast therapy. Consumers recognize that hair strength will come from proven remedies that are a cut above those used to moisturize and condition. Several online brands are featuring the serious science behind the need to fortify sales with proven remedies. OTC customers are aware.

Elayne McClaine has identified and developed emerging domestic and global trends in hair care, skincare and other consumer categories for such firms as Chesebrough-Pond’s, Revlon and Pharmacia (div. of Pfizer). Her expertise in therapeutic treatments for hair, skin and scalp led to the creation of the Women’s Institute for Fine and Thinning Hair, sponsored by Rogaine. McClaine has been acknowledged by the American Academy of Dermatologists for marketing and promotional excellence. ESME Market Specialists, LLC consults with firms that require expertise in strategy development, multicultural marketing and account planning. For more information, visit www.esmemarketspecialists.com.

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