Groupe Berkem Groupe Berkem

Hair care for 4 Generations

On the occasion of Beyond Beauty, the full-service cosmetic industry show, a new trend book was developed: the "4G" for haircare.
The "4G" what is it? Each person, depending on his age, has different hair needs.
To offer an adapted solution to each age range, 4 generations with marked haircare specificities have been identified and 4 formulas have been developed.
On the program:
- Generation Z (18 and under): bilberry milk improving the nutrition of hair
- Generation Y (19-30 years old): a spray to revive hair shine
- Generation X (31-49 years old): a mask that soothes and relieves scalp
- Active Generation (50+): a two-stage "boost" to stimulate hair growth