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Established claims that stress on hydration, shine and damage prevention in hair care especially conditioner and treatments - are basic in nature. And hair care innovations must try to stand out in this space. Seasonspecific claims and new product development that addresses hair issues such as dryness in winter or frizz/UV damage in summer can help bring differentiation—with just 1% of hair care launches in APAC having a seasonal claim, indicates Mintel GNPD.