UK – Thix is a new haircare brand hoping to shake up the haircare market with its optimistic approach to hair loss. Although 80% of men and 50% of women will experience hair loss, according to Thix, for common reasons such as genetics, stress and illness, hair loss products and supplements tend to be marketed with little approachability.
The brand – a combination of ‘thick’ and ‘fix’ – promises science not miracles. Its shampoo, conditioner and styling paste are made with naturally formulated ingredients that slow loss and keep hair strong and healthy.
Thix’s branding by Otherway is in a bold, all-caps design, inspired by retro health and beauty packaging. It uses a green and white colour palette in a nod to the eucalyptus and mint scent in each of its products, all of which come in easily recyclable aluminium bottles and jars.
The market for hair loss products and supplements is worth an estimated £21.5bn ($23.6bn €24.4bn) globally (source: The Insight Partners). Increasingly, consumers are receptive to brands that take a bold stance on health and wellbeing taboos – favouring products that are pragmatic, but still enjoyable to use.
Be bold when it comes to tackling taboos. Consumers are happy to be led by new perspectives as long as brands are assured in how they communicate them.