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Wella Professionals Targets Damaged Hair With Repairing Beauty Products

“No damage” and “damage repair” products are rising in popularity and demand amongst consumers. There is often an uptick in salon appointments during the holidays as clients look to have hair looking their best for the festive season.

Hair stylist and Wella Professionals Chief Blonding Officer Zach Mesquit noted, “Many clients are having their hair styled for special events this time of year, so damage due to all the extra styling is a concern. I encourage clients to go for less damaging styles like braids and heartless curls to reduce damage risk.”

Yet, 86% of women globally do something to damage their hair every day. As a result of this consumer trend, Wella Company is seeing an increase in sales for hair product lines that either have “no damage” claims or have repair properties.

Wella Professionals‘ most recent color launch Shinefinity—a professional “zero damage” glazing service—was Wella Company’s strongest color launch ever, according to the company.

Historically, Clairol sees a significant increase in sales for the Natural Instincts line in mid-December with consumers looking to refresh their color for the holiday season and new year.

Sebastian Professional has seen an uptick in the past year driven by the brand’s hair hybrid products which offer care and repair as well as styling benefits, said Mesquit.

For more on hair care products new for the season, look here.

 




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