Mr Carvalho (left) and Mr Zaidi present the company's hair treatment products.
French beauty giant L'Oreal is betting on the "skinification" transformation trend to crown Thailand's professional haircare market, which is valued at up to 3.5 billion baht annually.The skinification trend integrates treating hair and scalps with the same precision as facial skin, using artificial intelligence (AI) to repurpose potent skincare ingredients for haircare to promote hair growth directly from the scalp foundation.
"We are leveraging a structural shift in consumer behaviour, targeting high single-digit growth in the local professional haircare market this year through AI-driven innovation and a massive regional education push," said Tiago Carvalho, general manager of the professional products division at L'Oreal South Asia Pacific, Middle East, North Africa.
For decades, the "crown of beauty" was maintained with a simple routine of shampoo and conditioner. But in the post-pandemic era, a new trend is reshaping the industry: the "skinification of hair". Consumers are now treating their scalps with the same level of sophistication as their facial skin, a shift that the L'Oreal professional products division is banking on to cement its leadership in Thailand and beyond, Mr Carvalho said.
