Market For Overnight Hair Treatments Has Growth Potential In Asia

In Asia, the market for overnight hair treatment products has huge growth potential, according to Mintel. Growth is likely to be driven by consumers' growing concerns regarding the overall health of their hair and their overall positive experiences with overnight facial masks. According to the market research firm, haircare brands should focus on marketing overnight hair masks as a popular type of hair treatments to consumers who have no prior experience with the category. Consumers in China, where concerns are growing with regards to pollution's impact on the health of hair, are among the region's most important markets.