Skin health has long been the focus of personal care brands and it is generally believed that what is good for your skin will also be good for your scalp. Scalp health has also been an area of concern as it is considered the key to healthy hair. Neutrogena has termed this the “skinification” of haircare, and the brand is launching the Healthy Scalp Collection, a range of shampoos and conditioners that combine Johnson & Johnson’s history of iconic skincare products with the latest haircare technology.
According to Jaime Kontz, associate director of research and development for Vogue International, which partnered with Neutrogena: “We took the best of skincare ingredients and infused them into premium, haircare formulas. The result is premium haircare, designed to promote a healthy scalp environment.”
The new range of shampoos and conditioners are formulated for specific scalp concerns. Just like choosing creams for different skin concerns dry, oily and combination, consumers need to think of their scalp health and select products accordingly.
The range uses ingredients such as hyaluronic acid, grapefruit, micellar water and Tea tree oil, which have proven benefits for skin. Using the same ingredients for hair care will help brands attract conscious consumers who are aware of their benefits and are looking for specific ingredients in their personal grooming products. The products are even packaged very similar to Neutrogena’s skincare range with same ingredients as it will help consumers identify and relate to the benefits easily.
As per GlobalData’s 2019 Q3 Consumer Survey, 34% consumers in the US say that they pay high to a very high amount of attention to the ingredients used in the beauty and grooming products they buy thus making it imperative for brands to highlight them clearly and use appropriate marketing strategies to showcase their effects. This could also be the first step in launching more scalp care products like scrubs, treatments and masks with similar ingredients.
The price range is quite affordable in line with the current consumer’s need for value for money products as they come to terms with the new economic situations. It will be interesting to see how this new launch will help uplift Johnson & Johnson’s declining personal care segment due to COVID-19 as more and more consumers are reducing their purchase of personal care products as they stay indoors.
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