Global luxury hair care now in India!
For years now, hair care in India has mostly been about shampoos, oil, hair fall and dandruff. Communication with consumers on mass media has never gone beyond these basics. However, with increasing and varied hair care struggles, consumers are educating themselves about global hair care brands offering solutions for various hair issues and are demanding their presence in the Indian market too.
The reason this demand has come about is the continued damage due to environmental stressors like increasing pollution and humidity and damage caused due to heat styling. Pollutants affect hair proteins and damage cuticles thereby causing brittle hair, cause scalp imbalance and increase scalp inflammation. Humidity makes the hair frizzy and heat styling causes moisture loss and reduction in important hair proteins. This has made the focus shift from oiling and hair fall to scalp care and advanced benefits like smoothing, heat protection, hydration, frizz control, etc.
Not only this, the consumer has also shown a rising interest in products that offer these benefits but without the use of chemicals. More and more customers are looking for nature-inspired products to reduce the stress on their tresses.
This is why, global brands have set to innovate and devise products with functional ingredients and actives that are rich in antioxidants and proteins that strengthen the hair. For example, Moroccanoil makes use of Argan Oil as a hair care treatment and also as a base in other products. The Moroccanoil Treatment Original, also known as the 'golden liquid' contains argan oil and linseed extract to hydrate, nourish and impart an unmatchable shine to hair. Another example of multiple benefits provided to the consumer is the cruelty-free K18 molecular repair mask made with the specialised K18 peptide that not only heals hair damage but also restores strength, softness and bounce.
Another example of naturally sourced ingredients is Awapuhi Wild Ginger. A brand by Paul Mitchell, it makes use of the traditionally used awapuhi plant, the juice of which was used by Hawaiian locals for centuries to condition and soften their hair. With research and production, this goodness is now available to a global population, truly making it a marriage of tradition and technology.
Therefore, after an extensive understanding of the several hair care problems consumers face today, The Luxotique has curated global brands like Moroccanoil, K18 Hair, Paul Mitchell and many more that use the goodness of natural and local ingredients and actives that restore and re-stabilise the most damaged hair internally to bring it back to its original health.
