Rabu, 23 Mei 2012

Sales of dry shampoo surge as women attempt to recreate TOWIE's big hair look

Sales of dry shampoo surge as women attempt to recreate TOWIE's big hair look

By Tamara Cohen

PUBLISHED: 12:18 EST, 23 May 2012 | UPDATED: 19:52 EST, 23 May 2012


Big hair look: Lauren Goodger, Sam Faiers and Jessica Wright from The Only Way Is Essex

Big hair look: Lauren Goodger, Sam Faiers and Jessica Wright from The Only Way Is Essex

It promises to give you big hair but requires little in terms of time, money or effort.

So it’s little wonder that the popularity of dry shampoo is soaring as shoppers try to emulate celebrities such as Cheryl Cole.

Sales of the product have rocketed in the past year, and industry analysts estimate one in four women now has a can of the spray on their shelf.

Dry shampoo has long been the busy woman’s beauty secret, with a quick spray making hair appear grease-free when there isn’t time for a wash and blow dry.

Once used to achieve the big hair look beloved of 70s and 80s sty le icons such as Joan Collins, it became less fashionable in the 90s as hair styles changed.

But more recently, dry shampoo has gone from a niche product bought by festival-goers to one of the most popular hair products on the market.

And as big hair comes back into fashion, millions are buying the spray to create the high-volume look favoured by the stars.

It achieves this by coating each strand in a talc-like powder, giving it more body and strength.

Sales have rocketed by 140 per cent year on year, and research by industry analysts Mintel found 23 per cent of women and 13 per cent of men own a bottle.

It is especially popular among younger women, with nearly four in ten of those aged 16 to 24 using it, compared to one in ten of the over-55s, Mintel found.

They predict sales will add up to £17million this year.

The Batiste range of dry shampoos has expanded over recent years

The Batiste range of dry shampoos has expanded over recent years

A spokesman said: ‘In addition to cleansing hair, dry shampoo may also be used as a styling product as it creates volume, texture and hold, which allows hair to be moulded more easily into shape.

‘The dry shampoo category has been reaping the rewards of delivering on the lifestyle factor of time pressure.’

The popular Batiste range of dry shampoos extends to 16 different products, while top salons such as Trevor Sorbie and Toni Guy have created their own versions.

Here's what other readers have said. Why not add your thoughts, or debate this issue live on our message boards.

The comments below have not been moderated.

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Given that the English people love their showers..(not!!) it is no surprise that DRY shampoo sales are exploding. Anything to save getting wet...

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I use Tesco Value Baby Shampoo at 9p a bottle (yes...9p). OK, to be fair I use wax styling products too, but I regularly get people commenting on how good my hair looks. All this hype around special ingredients etc in shampoo is TRIPE.

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RUBBISH! Sales haven't sky rocketed because consumers want big hair, it's because the people buying it are getting lazier and lazier!

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Don't use this stuff in the house when you've just dusted, it leaves a white talc residue over everything.

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A little talc works just as well at very little cost!

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I remember using dry shampoo years ago, but it made my scalp itchy. Maybe I didn't brush it out properly or something. I usually wash my hair every other day nowadays, but if for some reason I haven't time to do so, then I just wash my fringe. A clean bouncy fringe can make the world of difference to how your hair looks.

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Love love love this stuff! The dark brown version makes my so fringe thick and full it would make Zoe Dechanel jealous! Getting through 4 cans a month!

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no probs with dry shampoo but a young female in desperate need of a wash suffocated the coach of the train with the stuff - ladies (?) do your make up and hair before leaving the house - the rest of us don't need to partake in your morning beauty regime!

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I try wash my hair every 3 days and sometimes on a weekend if I know I'm not going out the house I won't wash my hair il just use the dry shampoo, my friend who's a hairdresser told me your hair needs to have its natural oils and the longer I leave it, the better it feels when I wash it an because of the dry shampoo I can do this I love this product my mum told me to use talc as well and I did until I found dry shampoo!!

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I bought this recently - but as I've never watched TOWIE it has nothing to do with them.

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