Why hair primers are finding new relevance in 2017

Hair preparation products appear to be making a comeback in 2017, with disruptive brands honing in on time-busting, multi-purpose formulas that not only make consumers’ styles more streamlined – but their routines too

Protecting hair from heat has been on consumers’ minds for years. Back in the early noughties, heat protection sprays were commonplace, with formulas promising to minimise the damage of daily straightening or blow-drying.

But today, consumers are concerned about more than just heat. Pollution, UV and humidity, as well as coloured, frizzy and oily hair, present plenty of perceived problems for beauty brands to fix and consumers have come to expect fast, effective solutions.

Toni&Guy Global Ambassador Indira Schauwecker said: “One product that I think will break the hair industry this summer is the hair primer. In the past few years the formulations have . . .

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