Dr. Wolff launches caffeine-based shampoo

 Niche appeal​

The latest product aims to appeal to the active grooming trend, male hair care sector and the natural and organic segment as Dr Wolff targets physically active men in the Asian marketplace.

After studying the beneficial impact of caffeine on hair now for 15 years, Dr Wolff’s Alpecin Sport Caffeine Shampoo CTX contains caffeine, the amino acid taurine and micronutrient ingredients to specifically target the physically-active and male grooming sectors.

Dr Wolff focuses on the damaging effect that sport can have on hair roots, by stating in a recent press release how “the right prevention can effectively combat hair loss for anyone wanting to stay fit and keep their hair”. ​

Through sport and "in the case of high demand, muscle cells may use the hair's energy reserves during physical exertion. So you can easily imagine that hair is literally starving and suffering", ​said Dr. A. Klenk, Leading Scientist, Dr. Wolff Research.

Dr. Wolff claims that the new formulation enables caffeine “to be transported to the scalp and hair follicles in two minutes” to “strengthen and protect weakened hair roots and prevent hair loss”.​

Coffee power​

The coffee industry is proving big business in Asia, with new research from market leaders Mintel revealing three out of the five fastest growing retail markets in the world belong to the region.

At present, Indonesia is the fastest growing packaged retail coffee market, sitting at a compound annual growth rate (CAGR) of  19.6% over the past five years. This figure is closely followed by India at 15.1% and Vietnam at 14.9%.

While this does traditionally refer to coffee in its traditional sense, the increased interest in the naturally-sourced bean helps products such as caffeine shampoo strengthen their offering and position themselves as a natural and organic leader in the male hair care niche.

In fact, Mintel’s Global New Products Database (GNPD),  found that between 2011 and 2016,  new coffee products launched in Asia had increased by 95%.

“The global coffee industry continues to experience healthy growth, driven by Asian markets in particular,”​ commented Jonny Forsyth, Global Drinks Analyst at Mintel.

In Asia, consumers are also showing an increased interest in coffee and its quality, with 53% of Indonesian metro consumers asked, stating it is important for them to understand more about coffee.

Brands, therefore, exploring and implementing coffee and caffeine as a core ingredient of their product ranges may help to support this interest.

Green beauty favoured​

In its recently-released ‘The Broadening Meaning of Green Beauty’ report, Euromonitor International revealed how the Asian marketplace, in particular strongly demands naturally-derived cosmetics products that focus on sustainability efforts to help the wider environment.

While many beauty brands compete for loyalty and fear their consumers will hop from one brand to another, the natural and organic segment offers reassurance as these companies show consistency.

Almost 60% of those surveyed, revealed how they are willing to spend more money to ensure their products are natural and contain botanical ingredients.

When it comes to hair and skin care, consumers believe naturally-derived products support skin conditions and offer a mild and sensitive alternative.