In watching the trends of the hair care industry the past few years, more specifically the natural hair community, I’ve noticed a few things, none of which is new but just updated to reflect the direction in which hair trends are moving. Companies are playing on various marketing ploys to attract women to their products – new colors, usually shades of brown and green to reflect nature I suppose, different ingredients (or lack of certain ingredients like sulfates and parabens) and new names. A few years ago setting lotions, foams, mousse and gels ruled the market for enhancing curls, fighting frizz, and shaping hair into place whereas now each major hair line offers a pudding, custard, butter and/or soufflé.[pullquote_right]A few years ago setting lotions, foams, mousse and gels ruled the market for enhancing curls, fighting frizz, and shaping hair into place whereas now each major hair line offers a pudding, custard, butter and/or soufflé.[/pullquote_right] I must admit that seeing a new “pudding” product does pique my interest much more than a new gel; it seems healthier, creamier, richer, and possibly more moisturizing. Aside from the attraction of it being new it seems like product marketers know that by naming these products after foods, for whatever reason, consumers are going to flock towards it and so they charge astronomical prices for these “new” products.
WHY? Does a curling butter work better than a mousse? At the end of the day, I’ve come to realize the two products probably accomplish the same exact thing. Furthermore most gels nowadays do not contain alcohol so they probably are not as drying as they were when they first hit the market which may make them no more damaging than fancier named holding products. Are the puddings, custards or soufflés worth a few extra bucks for just because of their name?