Launching new products — let alone entirely new brands — is a difficult task: how can brand marketers level up their strategy and tap into the value set of their target consumer? Which cutting-edge ingredients build trust and deliver the best benefits? Evaluating new brand launches and new ingredients help answer these questions to inform new product launch brief development and research. This week, Jonathan Van Ness launched JVN Hair, which is already garnering massive media buzz and high customer ratings. Here are three principles JVN Hair embodies when using Neossance™ Hemisqualane that savvy brands can learn from to guide new product development for fabulous haircare products.
But First – How JVN Hair Got Started
Superstar Jonathan Van Ness, more commonly known as JVN, became a household name in the U.S. and abroad through his breakout role as styling and grooming expert in Netflix’s Emmy award-winning show Queer Eye. Combined with his hit podcast, Getting Curious with Jonathan Van Ness, and his growing 5M+ Instagram account, he reaches and speaks to modern consumers looking for a celebration of hair health, individual uniqueness, and science-backed, sustainable haircare. JVN launched his eponymous haircare line founded upon a hero ingredient: Neossance Hemisqualane. Today, JVN Hair is aiming to ignite a clean hair revolution with eco-consciousness at the heart of each product.
Three JVN Principles All Brands Can Embrace with Hemisqualane
1. Natural and Silicone-Free without Sacrificing Performance
Consumers are concerned about silicone buildup and poor hair outcomes: brands like Prose and media outlets like Byrdie are bringing to light how silicones can weigh hair down, prevent moisturizing ingredients from penetrating into the hair shaft, and ultimately cause hair to get either dry and brittle or look overly greasy as the body attempts to compensate for dryness. Yet, dimethicone — a common silicone in haircare and skincare — is still used in thousands of products each year. In addition, consumers are learning about why silicone-based compounds like D5 are restricted due to environmental concerns. Yet, silicones still find their way into hair products. While silicones were a staple of products in the ‘80s and ‘90s, brands can move on to greener, better performing solutions today.
JVN Hair is revolutionary on this front because it taps into this immediate need to move beyond silicones, paired with consumers’ core desire for naturally derived ingredients. Each product is specifically formulated to pinpoint hair concerns. The range includes shampoo and conditioner combos for every hair type from type 1 straight hair to type 4C curly coils. Beyond the traditional shampoos and conditioners, JVN Hair offers an innovative Instant Recovery Serum and Pre-Wash Scalp Oil.
Compared to keratin-based treatments, Neossance Hemisqualane provides equivalent damage reduction and hair elasticity benefits. Neossance Hemisqualane also protects hair on par with silicones: equivalent hair frizz reduction and color retention to dimethicone and equivalent combing ease to amodimethicone. It also offers the same thermal protection ability of the popular styling ingredient, polyquaternium-55. Neossance Hemisqualane is quickly overtaking the industry’s outdated ingredients by offering the same or better benefits using cutting-edge, eco-friendly, and ethical production.
2. Sustainability Is at the Heart of Every Hair Product
Neossance Hemisqualane unlocks sustainable brand-building opportunities for JVN Hair because it is sourced from a renewable feedstock — Bonsucro-certified sugarcane. Like all other Aprinnova ingredients, Neossance Hemisqualane offers a completely ethical and transparent supply chain of sugarcane, certified by Bonsucro. Sugarcane requires little to no irrigation, grows multiple times during the year, and reduces CO2. Amyris’ yeast-based fermentation platform processes this sugarcane to produce sustainable Neossance Hemisqualane.
High-tech, natural, and sustainable ingredients specifically resonate with sustainability-focused consumers. In the U.K., 47 percent of consumers agree that beauty products with an ethical certification are more trustworthy than those without one. Neossance Hemisqualane enables brands to tell the story of sustainability with the certifications to support their claims.
3. Multifunctional Haircare for All
Multi-benefit, easy-to-use ingredients give formulators flexibility to address any concern in any application. Neossance Hemisqualane displays the ultimate case study on how to define a naturally derived, hero superstar, allowing JVN Hair to help all hair types and all ages. Whether brands are formulating inclusive hair conditioners for type 2A waves or type 4B curls, Neossance Hemisqualane can offer deep conditioning benefits for any silicone-free product. JVN Hair showed that it is possible to create an entire eco-friendly line, from clean shampoo that’s safe for color-treated locks to hair cream that dramatically moisturizes hair.
Photo courtesy of JVN Hair.
Neossance Hemisqualane Offers Better or Equivalent Performance to Silicones
Based on clinical and consumer studies, Neossance Hemisqualane offers equivalent benefits to traditional haircare ingredients. Contact Aprinnova for more study details.
Photo courtesy of JVN Hair.
Start Your Own Movement with Neossance Hemisqualane
JVN Hair is leading a self-proclaimed revolution, but it isn’t alone: products around the world already use Neossance Hemisqualane to power their success around the world. Aprinnova helps make sustainability and performance available to all to make clean beauty — and clean haircare — the global standard.
Start making an impact with a sample of Neossance Hemisqualane: Request your sample now.
Read more about clean beauty:
The Hero Ingredient Neossance™ Hemisqualane’s Newest Benefit: Microbiome-Friendly
Consumers are increasingly looking for science-backed results in their beauty and personal care products. One of the key scientific features consumers seek is supporting the microbiome. The microbiome is particularly relevant for skin [...]
Three Ways Formulators Can Define “Hero Ingredients”
Hero Ingredients Are the Solution to Any Formulation Chances are the term “hero ingredient” is familiar to any cosmetic chemist. It’s an often-heard phrase many brands use to market their next best thing, [...]
The Top 4 Ways Formulators Can Holistically Define “Clean”
Product Developers Are Leading the Industry to the Future of Clean Clean beauty is not a buzzword or a marketing ploy. In reality, it is the future of our industry, reflecting what consumers [...]
How to Support the Burgeoning “Cloud Hair” Trend
Brands Should Select Ingredients to Harmonize with Consumers’ Individual Hair Journeys The beauty industry has historically lacked diversity — from inadequate shades of foundation to hair products mainly catered to type 1 and [...]
What Is the Bonsucro Difference?
A version of this post was previously published by Amyris, Aprinnova's joint venture partner. Sustainability starts at the source — and Aprinnova's feedstock source is sustainably harvested sugarcane, certified by Bonsucro, [...]
5 Ways Neossance™ Hemisqualane Is Perfect for Formulating Natural Clean Beauty
It’s the Sustainable Ingredient that Revitalizes the Entire Hair Shaft for Improved Hair Health Consumers are becoming increasingly more aware and critical of what they are putting into and onto their bodies. They [...]