Case Study: Fanola's Dry Shampoo Product Development Proposal

This case study examines Fanola's proposal to expand its product line to include dry shampoos. It begins with an introduction to Fanola and its market position, followed by an analysis of the dry shampoo market scope, including its potential for growth, target audience, and competitive landscape. The study investigates the raw materials commonly used in dry shampoo formulations, such as cornstarch, kaolin, magnesium stearate, denatured alcohol, and liquefied petroleum gas, explaining their functions. It also details the working mechanism of dry shampoos, highlighting how they absorb oil and refresh hair. Furthermore, the case study outlines essential tests, including pH determination, dirt dispersion, and stability tests, conducted before launching a product. It also includes a simple test that could be used to improve the product. The conclusion summarizes the advantages of dry shampoos and their potential drawbacks, suggesting that despite some issues, they can be valuable for busy individuals and those seeking to maintain their hairstyles. The document is structured to provide a comprehensive overview of the product development process for dry shampoos, incorporating market analysis, formulation considerations, and testing procedures.

Running head: FANOLAS’S DRY SHAMPOO
FANOLA’S DRY SHAMPOO
Name of the Student
Name of the University
Author note

1FANOLA’S DRY SHAMPOO
Table of Contents
Introduction................................................................................................................................3
MARKET SCOPE FOR DRY SHAMPOO...............................................................................3
WORKING OF DRY SHAMPOOS:.....................................................................................5
TESTING OF THE PRODUCT:...........................................................................................5
SIMPLE TEST:......................................................................................................................6
Conclusion..................................................................................................................................7

2FANOLA’S DRY SHAMPOO
Introduction
Fanola is exclusively known and is famous for its purple shampoo that is
conceptualized in Italy. This brand got instantly famous because of this very reason. The
company was founded in the year 2005 by a group of passionate entrepreneurs who were hair
scientists which is commonly known as Trichologists. The main and basic intention of them
was to provide salon with good quality products and meeting the needs of the hairdressers
across the globe. There is a wide range of product that this brand carries which includes
products for problems of dandruff to super sensitive scalps (Fanola, 2020).
However, the marketing team now wants to launch a new variant of product that is of
the dry shampoo range. This report insights about the proposal made for the development of
new products focusing the customer base and the raw materials used for the preparation of
the product and the tests done before launching it in the market and the tests carried out to
meet the requirements of different customers in the market (Fanola, 2020).
MARKET SCOPE FOR DRY SHAMPOO
The market of dry shampoo is about to expand in future in terms of new and unique
fragrances and many others benefits of format types. It has been observed that one out of five
women in UK prefer dry shampoo usually when they don’t have time for washing their hair
maybe due to lack of time. Dry shampoo is same as that of the normal shampoo targeting the
same audience of the market and making it convenient for them to clean their hair in just a
fraction of time.
Dry shampoo can be used as an alternative to the regular shampoo and the main
customer base can be people who are working and have a busy schedule and the hair gets
damaged due to the problems of pollution and washing their hairs frequently. The main focus
of launching this product is to make a paradigm shift of the customers towards a natural and

3FANOLA’S DRY SHAMPOO
organic shampoo as this will help in attracting many customers at a time. Along with the
working class this product will also be beneficial for the fashion industry as well; since they
have a very tight and packed schedule and the shows are on a row that to back to back.
Besides, dry shampoos major attraction is just not cleansing the hair but also its act as
an instant styling solution and also as a refresher to the individuals (Brandt, et al. 2019).
Moreover, aggressive promotional method can be used to drive the growth for the dry
shampoo market.
The five major raw materials that are required for manufacturing or formulating any dry
shampoo includes (Neame 2016):
1. Cornstarch
2. Kaolin
3. Magnesium stearate
4. Denatured alcohol
5. Liquefied petroleum gas
CORNSTARCH: this helps in excreting excessive oil from the scalp as the scalp secretes
lipids called sebum. Cornstarch helps to bind the chain of sebum by the help of electric
interactions that is weak and is called Van der forces.
KAOLIN: this is a soft clay that helps in absorbing the grease on the locks of the hair.
Kaolin helps in taking out the excessive grease from the strands of hair and help them to give
a perfect matte look. It helps in removing the impurities from the follicles of the hair and also
helps in strengthening the roots of the hair.
MAGNESIUM STEARATE: this acts as an anticaking agent and helps in coasting the
surface of the molecules of starch and prevent them from getting clumped.

4FANOLA’S DRY SHAMPOO
DENATURED ALCOHOL: this helps in producing a noxious and flammable brew which
does and is excellent solvent for the kaolin and cornstarch. This is when ethanol is blended
with methanol. Denatured alcohol gets quickly evaporated and also helps in absorbing the
heat of the body. This also helps in carrying out the oil-absorbing particles.
LIQUEFIED PETROLEUM GAS: this act as and can be used as a propellant which help in
forcing out the chemicals and then nebulize them with the mist around. Since, most of the
people uses and prefer spray bottles for dry shampoo; thus this helps in many ways.
WORKING OF DRY SHAMPOOS:
The dry shampoo can be made to use depending upon the type, texture, length an
oiliness of hair any individual has. Dry shampoos helps in disguising the dirt and grease that
forms a layer on the hair and scalp as well. Since, the hair of ours secrete a huge amount of
natural oil that is known as sebum therefore, dry shampoo helps in soaking these oil and
sweats from the hair and scalp as it uses alcohol and ingredients that are starch-based. Dry
shampoos helps in making the hair look fresh and stylish as it may also include fragrance
without even washing the hairs (Zhang et al. 2014).
TESTING OF THE PRODUCT:
Before launching of any product in the market it is very important that certain tests are
done so that in future the customers do not face any problem while and after using the
product. There are certain tests that are valid for dry shampoos as well (Johansen et al. 2015).
Though there is quite a similarity in the tests of both normal and dry shampoo; following are
the tests to be done before launching the product in the market.
1. pH determination
2. dirt dispersion
3. stability tests

5FANOLA’S DRY SHAMPOO
pH determination: this is the most essential test that is done before the launching of the
product as it effects the quality of hair and also the surface of the fiber of the hair gets
damaged if not proper. This also results in the breaking of the fiber of the hair leading to hair
damage (Prashant 2015).
Dirt dispersion: the only reason as to why people use shampoo is the ability to disperse dirt
from the hair. The composition must be made accurate in order to have the correct range of
the dirt dispersion triggered. Only then a proper shampoo with correct composition of the
dispersion can be made out of this (Al Badi and Khan2014).
Stability test: this is yet another important test that has to be checked and corrections are to
be made if at all required. This is basically the study of the color and odor of the shampoo
that is to be launched in the market and is observed when the bottle or pack of shampoo is
stored for a long period of time (Vijayalakshmi, Sangeetha and Ranjith 2018). This gives an
idea of how long the product can be kept or remain safe when exposed to the atmosphere.
All these tests are necessary as they determine finally if the product can at all be launched in
the market.
After all the efforts made of launching the new product, giving description of how it
works and what it does comes the moment of truth that is the feedback period. A customer
trial was done using this shampoo and it was found that the customers were not very happy
using the product and wanted the manufacturer to take corrective measures for increasing the
shine of the hair using this dry shampoo. The basic problem was that the shampoo was unable
to give the shine that was required by the customers and this was provided by the other
competitors in the market.

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SIMPLE TEST:
For this a simple test could be carried in lab which may include adjusting of the pH of
the dry shampoo, thickeners can be reduced from the shampoo, the quotient of conditioner
can be changed and could be increased a little more in the shampoo. This would help in
increasing the shine of the hair in the shampoo and make the hair more manageable also the
static electricity of the hair could be reduced after this test is implemented (Dias 2015).
Conclusion
Using dry shampoo frequently can have adverse effect in the hair as well. It may
result in leaving a residue or an accumulation on the scalp and this may result in formation of
a texture that is coarse in nature. Besides, it prevents natural oils in hydrating the scalp and
make the hair more brittle and damaged. They may also result in blocking of the pores of the
scalp and may cause breakouts.
Thus from the above discussion it can be concluded that despite of all the issues with
dry shampoos, there are certain things and advantages associated that cannot be overlooked.
If hair is not washed frequently the application of the heat implements become less also it is
seen that if hair is washed in a daily basis there is a change of weakening of the hair which
will ultimately lead to hair damage. Dry shampoos helps in keeping and maintaining the style
of the hair intact and also has an effect that is volumizing. It is very useful if people travel
more often and are working and have a very packed schedule.

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Brandt, S., Noll, M., Henkel AG and Co KGaA, 2019. Propellant-free dry shampoo. U.S.
Patent Application 16/204,157.
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p.2.
Fanola. 2020. Fanola. [online] Available at: <https://fanola.net/> [Accessed 15 March 2020].
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Prashant, A.N., 2015. Preparation and evaluation of shampoo powder containing herbal
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