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Emmanuelle Bassmann

New trends in hair cleansing routines

The optimal start to proper haircare begins with the shampooing routine. With opposing opinions as to whether hair should be shampooed frequently, or not shampooed at all, today’s consumers is bombarded with competing ads and often juxtaposing ideas as to which is the best hair cleansing routine for their hair.

click on the image to enlarge it

click on the image to enlarge it

Beauty trend forecasting agency In-Trend Ltd. has recognized 10 new and expanding categories in cleansing haircare. Some of them will be discussed more in details here below.

1. Pre-shampoo

Pre-Shampoo treatments are becoming more and more widespread; much like pre-blowout strands need heat-protectant, processed and damaged hair needs a shield of its own before cleansing. Depending on the type of hair, pre-shampoos can address dry scalp, oily roots or colour fade before cleansing.

One of the first to hit the market and considered a cult product in his own right is PHILIP KINGSLEY Elasticizer, an intensive moisturising treatment that delivers elasticity, bounce and shine whilst also providing UV protection even after washing, helping protect hair from hot tools.

A more recent introduction is LIVING PROOF Timeless Pre-Shampoo Treatment, which is formulated with colour seal technology that insulates the hair before you even step into the shower.

We are also seeing pre-shampoos with styling benefits incorporated into them, so as to amplify the styling routine. JOHN FRIEDA FrizzEase 10 Day Tamer is a Pre-wash treatment that gives you 10 days of manageable hair and versatile styling in just one use, without heat.

2. Hair Wash

The term “Hair Wash” is slowly replacing the conventional “shampoo” terminology. We are seeing more and more products with connotations such as “Hair Wash” and “Hair Cleansing Treatment” appearing on the market.

LAVETT & CHIN Hair Wash Light, sold at Sephora, gently cleanses and conditions the hair and scalp without stripping, as it works to balance hair’s natural oils.

ACTIIV HAIR SCIENCE Renew Healing Cleansing Treatment is a highly concentrated treatment that repairs heat-damaged and color-treated hair by restoring essential nutrients to hair and scalp.

3. Hair Rinse

Just like hair wash, the term “Hair Rinse” is slowly taking over conditioners.

PAUL MITCHELL Neon Sugar Rinse detangles & hydrates whilst offering a daily dose of shine and softens and it is to be rinsed with water just like a conventional conditioner.

Introduced to the market are also leave-in solutions used as a final rinses before styling, to break down and remove impurities whilst imparting brilliance and shine.

LAVACQUA Volcanic Water - Final Rinse is a leave-in water rinse that harnesses the mineral contents in the water collected in Italian volcanic area. It also combats the damaging everyday effect of regular tap water by dissolving impurities.

RENE FURTERER Lumicia Enhancing Shine Rinse neutralizes the effects of hard water and smooths scales to reveal exceptional shine and makes detangling easier.

4. Reverse shampoo

Using conditioner after you shampoo can weigh hair down and leave it flat. Reverse shampooing is recommended for people with fine hair, as it helps to add volume which fine hair tends to lack. The theory is that when you wash your hair, you can never quite rinse all the conditioner out - leaving a residue that weighs hair down and makes it flat, and not bouncy.

The method it is also said to be great to use on fragile hair, so that the ends are hydrated and not further damaged by the friction of shampooing. If you have fine hair and want the nourishing benefits of a rich conditioner without making your hair look limp, this is the way you want to wash your hair.

Reversing the order supposedly means your hair still gets all the moisturising benefits of conditioner and the cleansing properties of shampoo, with no residue. The method is easy - you simply wet the hair and work in conditioner, then leave for five minutes, wash out, and shampoo the hair before rinsing.

KÉRASTASE Résistance Soin Premier Thérapiste was the 1ST reverse care conditioner created to use before shampoo to protect & repair very damaged, over-processed hair without the weigh-down effect.

TRESemmé Beauty-Full Volume Reverse Wash and Care System is a formula that conditions the hair for volume and softness without weighing it down. It consists of Step 1 Pre-wash Conditioner that preps the hair for voluminous bounce before you even shampoo, and binds to the cuticle to protect hair during washing, leaving it smooth and polished. Step 2 Shampoo is then used to wash away the weight.

Emmanuelle Bassmann

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© 2016 - Brazil Beauty News - www.brazilbeautynews.com

about Emmanuelle Bassmann

Emmanuelle Bassmann is one of the leading beauty trend experts for Europe, North America and South America. She is based in London. She has devoted her career to interview beauty experts all over the world. She is an expert in digging into new market possibilities for worldwide clients like L’Oréal, Henkel, Chanel, Coty, LVMH, Merck, Bioderma and Unilever.

In-Trend Ltd

In-Trend only specializes in beauty related markets: skincare, makeup, body care, haircare, aesthetic medicine and oral care.
1- In-Trend has been around for more than a decade
2- In-Trend has spotted multitudes of beauty trends with proven commercial value, giving the world’s best companies invaluable power in their trend decision making.

www.in-trend-ltd.com

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