Mintel trend “Intense Feelings” describes how intense physical and sensory experiences give lives, brands and products deeper meaning. Capitalizing on this trend, brands can go beyond scent and bring other sensory features such as color, texture and sound to the forefront.
Mintel GNPD said only 5% of hair care products in Asia Pacific featured aromatherapy in the 12 months to April 2018. In fact, Mintel research shows that more than one-third of Chinese consumers would be interested in trying hair care products with complex scents. Hence, there is scope for expansion in the niche hair fragrance/spray segment as well, with a focus on both hair care and mood boosting.
