Sales of dry shampoo rocket as TOWIE triggers trend for big hair
00:52 GMT, 24 May 2012
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 style 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
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.