New Zealanders have become increasingly intentional about the haircare products they buy, seeking formulas that deliver visible results while still aligning with growing demand for natural ingredients and solutions tailored to their specific hair type.
In response, essano has rolled out a major evolution of its haircare range. The updated lineup features two new collections, new additions across existing ranges and redesigned packaging with clearer category naming to make the range easier to shop and navigate.
The update followed extensive research undertaken by essano with more than 500 New Zealand haircare shoppers, which found:
- 88 percent purchase based on proven results
- 82 percent purchase based on what suits their hair type
- 60 percent actively seek natural ingredients
- Product claims are the most influential packaging element at shelf
“Our research showed that New Zealanders want haircare that feels tailored to their individual hair type and delivers visible results, but they also want to be able to quickly and confidently navigate the shelf,” said Lucinda Sabo, GM Marketing & Digital at essano.
“We’re always looking at how we can create better products and a simpler shopping experience for consumers. We filter all decisions through a customer-first lens, and the redesign was no different.”
These findings helped shape every aspect of the redesign, from clearer packaging to benefit and key ingredient communication, through to a more intuitive navigation process, making it easier than ever for consumers to find the right products for their hair type and concerns.
With more than 115,000 essano shampoo and conditioner units sold annually through New Zealand grocery channels, and an essano haircare product purchased every four minutes, the brand has remained a leading, trusted choice for Kiwi consumers.
Two brand new ranges will also join the essano haircare lineup: Silk Gloss and Growth & Volume. Created by expert formulators in essano’s South Auckland innovation hub, the brand has combined proven actives with naturally derived ingredients to deliver real results without compromise.
“Every formula has been carefully crafted, and every ingredient has earned its place. The result is clean, conscious products powered by naturally effective ingredients that perform,” said Marissa Kan, Head of Innovation at essano.
With the full range now available, essano offers targeted solutions for every hair type and concern. All essano products are cruelty-free and made without parabens, sulphates, PEGs or phthalates.
