Marketing Micellar: New Territories
Micellar cleansing technology is no longer exclusive to facial skincare – its potential is being recognised and adopted by brands in other beauty categories, too. Haircare and suncare are the latest to make use of this dirt magnet innovation.
The original no-rinse micellar cleansing waters feature micelles – oil particles that attract and hold on to dirt and grease. They are renowned for effectively and gently cleansing the skin without stripping away moisture. The formula was popularised by catwalk make-up artists, who used it backstage for speedy cleansing. Sensibio H20 micellar water, by French pharmacy brand Bioderma, is now a cult product.
With 33% of British women changing their haircare and styling routines over fears they may be damaging their hair (Mintel, 2017), brands are now positioning micellar as the solution they need. That’s because it can combat impurities and product build-up while offering a gentle sulphate and silicone-free clean.
British salon brand Charles Worthington is promoting a mild hair cleanser with the launch of Everyday Gentle Micellar Shampoo, amid claims it is suitable for everyday use and formulated to protect coloured hair. Clean Maniac Clean-Touch Micellar Shampoo, by the US haircare brand Redken, similarly offers a deep, non-stripping clean with odour neutralising technology. US-based DevaCurl is also getting in on the action, with its Buildup Buster Micellar Water Cleansing Serum promising to revive curly hair by removing product build-up from the hair and scalp.
In suncare, Parisian brand Institut Esthederm has launched a Micellar After Sun Shower Gel – the first of its kind – using the micellar cleansing system to remove all traces of sunscreen, salt, sand and chlorine while soothing the skin.
Micellar technology offers detoxifying and quick-wash solutions for the busy consumer. Brands can tap into commonplace concerns, such as damage from urban and active lifestyles, and be compatible with simplified regimes.
These latest developments do not align themselves with the no-rinse concept of original micellar waters. However, it is undoubtable there is future potential for waterless products, such as a dry shampoo equivalent aimed at eco-conscious consumers who are worried about water usage. For more information about water in the beauty industry, see New Ways with Water.
Micellar technology is certainly transferable and there are opportunities for brands to expand micellar-centric ranges by developing new, efficient concepts in various product categories.
For more on skincare-inspired products, see Haircare’s Evolution: Learning from Skincare.