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For a growing number of consumers, eating healthy food is a priority, and recent discoveries of particularly high nutritional values in specific fruits and vegetables like pomegranate, coconut, and avocado, have indeed contributed to substantiating their choice.
The “superfood” trend
With 70% of consumers feeling better when proactively acting on their health, and 51% willing to try unknown ingredients if offering health benefits, this highly nutritious bouquet of fruits and vegetables has rapidly gained the public’s favour and the primacy of the “superfood” title.
Rich in nutrients and antioxidants superfoods are now the stars of conscious nutrition, providing many health benefits.
From table to vanity cabinet
In the last years, superfoods trespassed the kitchen table to reach personal care, blurring borders between food and cosmetics. Since then a growing number of beauty & hygiene products formulated around trending superfoods have begun flooding the market, especially in the hair care sector.
The most successful ones fall under three main themes:
1 – Red berries like raspberry, blackberry, blueberry, cherry, and pomegranate. With their sensual shine and juicy, mood-enhancing fragrances, red berries are loaded with powerful antioxidants and vitamins C and B.
2 – Pink exotic delights like dragon fruit, passion fruit, guava, fig, and lychee are delightful and juicy, with exotic fragrances evoking sultry, faraway lands. Rich in vitamin C and antioxidants, they protect and restore.
3 – Tropical fruits like coconut, avocado, mango, persimmon fruit, and banana share bright colours, rich, creamy textures, and sweet, subtle, daring scents. Their precious nutrients are the ultimate care in skin and hair treatment.
“Foodie” haircare
With their sumptuous textures and fresh, yummy fragrances, superfoods provide any hair care product with an irresistible “foodie” feel. No wonder nearly one-third of UK shoppers say they have been tempted to eat or taste them!
The “feel good” magic
Consumers’ attention to healthy living has surely contributed to the success of superfood-packed hair care. But the synergy between green-natural positioning, rich textures, and fragrances purposedly designed to convey a “feel good” sensation plays a huge part too, reinforcing the strength and desirability of any product.
In addition, superfood-infused hair care and packaging are eye-catching and highly instagrammable, offering additional social marketing appeal.
Which superfood would you prefer for your hair care products?
Contact us to discover more about the latest hair care trends!
