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Agenda-setting intelligence, analysis and advice for the global fashion community.

Prestige Hair Care’s Shampoo Problem

Premium hair brands have begun to grow faster than their mass competitors. But winning the category means convincing shoppers to trade up from the drugstore.
A collection of prestige hair care offerings.
Products for scalp health and hair strength, such as the K18 leave-in mask and Kérastase's scalp serum, are doing particularly well with shoppers. (BoF Studio)

Despite regularly receiving PR boxes filled with high-end hair care, Audrey Victoria still shops for her shampoo at the drugstore.

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Further Reading

In Hair Care, Stylists Are the Real Influencers

Against a cooling market and a competitive online landscape, brands are doubling down on their professional credentials to stand out. Leveraging hair stylist support takes consultative work and planning.

Inside the Growing Hair Loss Market

Once a verboten topic, hair shedding testimonials and regrowth solutions are now flooding social media. A host of new startups are attempting to address the growing hair loss market, win consumer loyalty and provide sometimes-elusive results.

About the author
Rachael Griffiths
Rachael Griffiths

Rachael Griffiths is a Senior Editorial Associate at The Business of Beauty. She is based between St Helens and London, and covers beauty, wellness and industry news.

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