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    New Make-up Trend Masking Hair Loss

    10/22/19 | 9:00 AM time

    Mintel presents the latest beauty innovation from South Korea

    The first signs of hair loss and irregularities at the hairline are being combated with a new product category in South Korea. The market research company Mintel says that particularly young consumers are using so-called hair make-up. It promises simple aesthetic hair corrections at home.

    Hair Loss Also Affects the Younger Generation

    Traditionally, hair loss occurs predominantly in middle-aged men. However, with the fast-paced and stressful lifestyles that many young people in South Korea are living, this problem is now affecting more and more consumers in their 20s or 30s. New products in the hair make-up category, however, are now being developed to help combat this problem and can in most cases be used easily from home.

    Cushions, Powders and Pencils Promise Solutions

    Between 2016 and 2018, the number of hair loss correction products increased by 26 per cent. The newest trend in this category are so-called Cushion products. These liquid formulations come in small pots with a sponge and are applied on the hairline to create an even appearance. Powders or pencil products, which can be used for especially precise work, are also popular. These products create a sculptured hairline.

    According to Mintel, this new product category is a trend that will continue to influence the market in the coming years.

    Source: Mintel, photo: Adobe Stock / Y's harmony

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