What a shower can change

Cooler shampooing, colder showers… consumers and the personal care industry need to make some big and uncomfortable changes if we’re going to have a sustainable future. If we don’t address this now, then everything else is plastering over the cracks.

Colder showers

The fundamental challenge here is that, today, baths and showers are part of a wellness regime, more than a hygiene regime. We use them to change our mood and emotions, more than we use them for cleaning. Brands sell us the idea of ‘me-time’ and it’s so appealing because it’s true. It often is the only time many get to truly unplug and shut out the big bad world.

Heat plays a major role in the wellness equation: soaking in a hot bath or letting the steam of a hot shower opens pores, relaxes muscles, soothes the parasympathetic nervous system and makes us feel good.

How can we take that away, when 42% of Gen Z has been diagnosed with a mental health condition? We’re going to have to replace the restorative power of warm baths and showers with mindful body and hair care rituals which use warmed oils or lotions – adding in the power of touch to self soothe. The word mindful is deliberate because it’s not a mindless shower, it’s a conscious action of wellbeing. But: wellbeing will be shaped to include wellbeing for the planet.

Changing perspectives

Messaging will be crucial. Research from the University of Pennsylvania shows that disruptive climate change protests actually reduce support for the cause. Let’s focus on the benefits of these new rituals. Rather than taking away – for example the hot shower – we’re adding in effective moments of relaxation. Additionally, these rituals could be used at other times too, so we can take wellbeing with us.

The big task

And then we have the formulation challenges. Lowering the temperature of water makes it more difficult to work up a good lather with soap – and while bubbles may be superficial, they play an important role psychologically. Rinsing out a more viscous conditioner is harder in colder water – if we want to be water wise, then no rinse and fast rinse will be mandatory.

We can benefit from the current fascination with dermatologists. Most dermatologists recommend water temperatures between 37°C – 38.3°C. Water that is too hot can damage the skin barrier and the microbiome, which are also two very hot topics at the moment for skin care. If we all washed at 37°C, that would be a great start.

Can we play into the hype around Wim Hof and cold-water bathing for wellness? These are important, but temporary fascinations; our strategy will have to be more durable.

Can formulations or texture help ease us into colder showers? What if your body wash or hair care product was ready for cold water?

Cold washing is also applicable to the professional hair care market. When I get my hair cut, I ask the salon to wash my hair in colder water – not ice cold, just colder. If all consumers ask their salon this, it will trickle up to the brands.

Shorter showers

Approximately 90% of the carbon footprint of hair products comes from warming the water for showering. Consumers have the power to dramatically reduce the carbon footprint of many products. Just as we’ve learned to only boil the water we need (not fill up the kettle for only one cup of tea), we need to shower shorter. Quick foam and no rinse or fast rinse products already exist and need to go mainstream. Also consider how much water we waste, letting the shower get to the right temperature! Washing at 37°C would immediately cut that time down. 

Water shaming

Is it really necessary to shower so frequently? For a brief time, some Hollywood celebrities were claiming to take fewer showers and only wash the bits that need it – citing the Californian drought and their microbiome as the reason why. Then there’s ‘hair training’ – a TikTok trend to gradually prolong the time in between washes – which isn’t taking off as it only works for certain scalp and hair types.

What are the consequences for hair and body care? Should shampoos be ‘stronger’ to deal with a greater build-up of grease, dirt, styling agents, etc? If water shaming becomes mainstream, then will styling hair with excessive amounts of product be shameful, or something only for the wealthy? What can we learn from hygiene protocols in hospitals, nursing homes and even camping? 

Conclusion 

Unfortunately, the glow of knowing you’re doing the right thing, won’t make up for the little discomfort we experience with shorter and cooler washing. Our industry must create new moments of wellbeing to replace those that will be ‘lost’ with new washing practices.

Focus on mindful touch in pre- and post-shower habits – i.e. water free – dry brushing for example is great for exfoliation and warms you before you shower. Explore warming formulations post shower. This is an exciting opportunity for body care.

References

1 www.ncbi.nlm.nih.gov/pmc/articles/PMC6334714/

2 studyfinds.org/gen-z-mental-health-condition/

3 web.sas.upenn.edu/pcssm/commentary/public-disapproval-of-disruptive-climate-change-protests/

4 www.ethicalconsumer.org/health-beauty/how-reduce-carbon-footprint-your-hair-care

5 www.tiktok.com/search?q=hair%20training&t=1670518020313