Biomimicry, also known as biomimetics, is the concept of studying nature as a model or mentor for how products and solutions should be created. By studying how things occur in nature, the idea is that imitating or “mimicking” nature will lead to better, more efficient, and more sustainable products. Real-world examples of biomimicry include products like Velcro, which was inspired by burrs that stick to animal fur, and the design of bullet trains which were modeled after the beak of the kingfisher bird to reduce noise and improve aerodynamics. 

This concept of biomimicry is starting to emerge in the hair care space. However, it has been difficult to figure out how to talk about and demonstrate biomimicry to consumers in an easily understood manner. Two areas of opportunity for biomimetics in hair care include:

1. Products that contain lipids to mimic hair’s natural protective layer that can be removed by daily styling routines.
2. Nourishing ingredients that penetrate the hair, going deep into the fibre's structure to mimic the natural strength from the inside, which is weakened by damaging routines (such as bleaching and colouring)

Please focus on ONE of these hair care opportunities. Submit ideas for how to effectively communicate and demonstrate your chosen biomimetic hair care opportunity to make it easier for consumers to understand.