Dry shampoo is cleaning up even if it won't wash with mum
Popular: Superdrug reported that dry shampoo, like the one shown here from Toni&Guy now accounts for a fifth of its overall shampoo sales It is the short cut to beautiful hair that women would rather not shout about.
But it seems the secret of dry shampoo is out and sales are rocketing.Busy women who dont have the time to wash and blow dry their hair are turning to the talc-based product which is usually applied with a spray can and then simply brushed out.Superdrug reported that it now accounts for a fifth of its overall shampoo sales and was its best-selling hair product, while top hair salons including Trevor Sorbie and Toni & Guy have jumped on board and created their own versions.
Experts said that where once dry shampoo was simply used to mask greasy hair in a jiffy, its volumising ability has now made it a styling trend.
Simon Comins of Superdrug said: Dry shampoo really has revolutionised the hair care market over the last year. It is now seen as a hair essential for younger customers.
'But our research tells us that theres a generation divide when it comes to using dry shampoo younger customers think its a fantastic invention, while their mums wonder why they dont just wash their hair.Toni & Guy, whose dry shampoo brand has seen sales rise by 47 per cent this year, said it was the secret backstage weapon that went global, while Trevor Sorbie reported a 145 per cent year-on-year rise in sales last year.
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