Multi-Use Beauty Products Offer Value for Haircare Consumers in 2023

So far in 2023, consumers are shopping smarter than ever for consumer goods. Multi-tasking and all-in-one beauty products are in demand to offer value.

Wella Company is seeing “the lipstick effect” in action as well, with haircare shoppers indulging in purchases that provide an emotional uplift without breaking the bank.

“Historical sales data indicates that the hair category is not heavily affected by macro-economic factors. Our consumer thinks about hair color, styling and care as an integral part of their beauty regimen, not as a choice,” saidWella Company President Global Brands & Global Chief Marketing Officer Hugh Dineen. “Small luxuries like beauty products remain popular, with some consumers seeking fewer products with more benefits due to the challenging economy.”

Savvy consumers are adapting to cost of living challenges by extending the time between salon appointments with smart product choices. According to Wella, the following haircare products are selling well right now:

Color Fresh Masks

Wella Professionals Color Fresh Masks are “zero-damage” color-depositing masks to refresh salon color at home.

Root Touch Up

Clairol Root Touch Up is a solution for blending roots with existing color – even salon color.

Volumizing Shampoo

Nioxin Instant Fullness volumizing dry shampoo refreshes hair to extend a salon blow out and visibly increases hair density.

Multitasking Products

Sebastian Professional Potion 9 is a multi-benefit, wearable styling cream and leave-in conditioner.

For more on haircare trends, look here.