Why are consumers using cleansing conditioners?

Why are consumers using cleansing conditioners?
The key reasons can be grouped into three categories:

1. Damage Avoidance
2. Convenience
3. Better Results

Cleansing Conditioners
Relying on consumer data, Croda researchers detail the drivers behind these successful formulas.  

Within the span of just a few years, cleansing conditioners have gone from occupying a niche within the  hair care market to the mainstream shelves of big box retailers. This product format has intrigued consumers, perplexed formulators and revealed an open space for growth in a crowded marketplace. To understand the popularity and potential of cleansing conditioners, it is necessary to learn why and how consumers are using these products and how formulas can be tailored to address a wide variety of  hair concerns. Croda conducted a consumer research study to discover key insights into the drivers behind successful cleansing conditioners and how hair care finished product companies can expand into this area.

Why are consumers using cleansing conditioners? The key reasons can be grouped into three categories:

1. Damage Avoidance. Consumers commented that the overall health of their hair is improved by reducing the frequency of washing with traditional shampoos containing harsh surfactants that strip  hair of its natural protective oils. More recently, some consumers have identified—and seek to avoid—specific shampoo ingredients that they believe cause damage to their hair. Cleansing conditioners present an option to avoid this damage by reducing the frequency of washing with traditional shampoos.
2. Convenience. By including a cleansing conditioner into their hair care regimen, consumers reduce time spent in the shower, as a previously two-step, shampoo/conditioner process becomes a single step with the use of just one product. Interestingly, the time-saving benefits of cleansing conditioners extend beyond the use of one product verses two. Consumers commented that while using cleansing conditioners in the shower, their hair had fewer knots and tangles, allowing for easier washing. The post shower process became much faster and easier.  Consumers found their hair combed out more easily and required fewer styling products. 
3. Better Results. After using cleansing conditioners, consumers with thick hair said their hair seemed healthier, shinier and silkier with less frizz and dryness. Consumers who colored their hair said the product helped preserve their hair color and kept it from fading. In addition, consumers liked that their hairstyle seemed to last much longer than with regular shampoo and conditioner.

Read the rest of the study here