From a consumer perspective, the last time many individuals went near a hair gel was in the 1990s, when such products would often leave a sticky residue, could be lumpy or inconsistent in texture, and often left scalps aggravated, leading to problems such as dandruff.
Fast-forward to the present day and a new generation of hair gels are appearing on the market. These products are sleek in appearance, incorporate technologically advanced formulations and are said to bring new hairstyling possibilities.
Targeting a new generation of hair gel users
And whereas these new generation of hair gels might grab the attention of the people that used the first-generation of hair gels, the target audience is likely to be the fickle younger generation of consumers – the Millennials and Z Generationers who are often defined by their individuality.
Danielle Hale Scott, a senior account director at Creative Media Marketing, has been working towards the branding for the latest range of hair gels from Schwarzkopf, called Ultime.
As part of the branding process she tried out the range’s Styliste Amino-Q Hold Gel during a trip to the hair salon, where she received a blowout by celebrity stylist Richard Collins.
Bounce, volume and hold
“I wasn’t too thrilled about having hair gel used on my already flat, straight hair—but Richard explained that today’s hair gels are very much different and are actually quite amazing at making your style last longer,” Hale Scott said.
“Low and behold, after my blowout my lifeless hair was bouncy and voluminous—and it stayed like that all day long. No gross build up or stickiness commonly associated with gels, just a seriously awesome hold.”
The evolution of the hair gel category has also led to lots of choice, with hybrid options that include gel waxes for a lighter hold and a trace of shine, alcohol-containing gels for greater rigidity and volume, as well as fat-containing products for a softer, shinier sleeker look.