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Mature hair needs dedicated hair colourants / Andrew McDougall in PERSONAL CARE EUROPE, Vol. 11, N° 3 (06/2017)
[article]
Titre : Mature hair needs dedicated hair colourants Type de document : texte imprimé Auteurs : Andrew McDougall, Auteur Année de publication : 2017 Article en page(s) : p. 26-27 Langues : Anglais (eng) Catégories : Cheveux -- Teinture
Cosmétiques -- Marketing
Femmes d'âge moyen
Produits capillairesIndex. décimale : 668.5 Parfums et cosmétiques Résumé : Women aged 18-44 are generally the prime target for hair colourant brands. As the population is ageing, brands need to increasingly focus on older adults to develop their portfolio.
L'Oréal with its Excellence Age Perfect, and Schwarzkopf with its Keratin Color range have successfully launched their mature hair colourant range. These brands saw a boost in sales because the products were positioned for mature hair, claiming to deliver 100% grey coverage, blended regrowth, and younger, fuller-looking hair.
Brands need to tailor products for older consumers and engage with them as 46% of consumers say that colouring your hair keeps you looking younger.Note de contenu : - Convey broader message of looking younger
- Target colour and longevity correctly
- Promote healthy hair concepts to influence purchase
- Keratin claims benefit from desire for healthy hair
- Promote colour care to allay damage concern
- Strong interest in anti-ageing hair colour and relevant benefits
- Volumising daims add value to hair colourants
- Combine grey coverage with additional benefits
- Anti-ageing NPD targets older consumersEn ligne : https://drive.google.com/file/d/1K6KxSkRh_re7t3EHXIwNwlCRfgXA-UJv/view?usp=drive [...] Format de la ressource électronique : Permalink : https://e-campus.itech.fr/pmb/opac_css/index.php?lvl=notice_display&id=28734
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