Move over Garnier Fructis, Paul Mitchell and other hair care companies.

A growing number of festivals are finding success with a small but increasingly popular segment of the hair care category: dry shampoo.

Schwarzkopf is sponsoring the Governors Ball music festival on behalf of its Got2b line of styling products (including Got2b Rockin’ It Dry Shampoo), while Church & Dwight Co. has signed a new partnership with the Firefly music festival on behalf of Batiste dry shampoo.

Batiste also had a presence at the Neon Carnival after-party at this year’s Coachella music festival.

Dry shampoo is a natural fit with music festivals, particularly those that draw fashion-forward young adults. Case in point: Batiste Neon Fragrance Dry Shampoo was one of five “festival-perfect beauty items” to bring to Coachella in 2017, per a recent article in US Weekly.

Nearly half of consumers between the ages of 18 and 24 use dry shampoo, while four in ten adults between the ages of 25 and 34 use the product, according to Mintel’s April 2017 report on the shampoo, hair conditioner and hairstyle products category.

“Younger adults tend to be more experimental and open to newer formats, and their elevated usage of dry shampoos is further reflected in increased sales of dry shampoos over the past year,” per the report.

Percent Change Of Total U.S. Retail Sales Of Shampoo, Conditioner and Hairstyle Products
Source: Information Resources, Inc., InfoScan Reviews, U.S. Census Bureau, Economic Census/Mintel

Ninety-four percent of adults report shampoo usage, according to Mintel. Dry shampoo has more limited penetration (24 percent) due to the relative newness of the format. Twelve percent of adults have used dry shampoo; significantly higher market penetration in 2017 highlights the format’s recent success.

On average, adults use shampoo between four and five times per week, while dry or no-rinse shampoos are used approximately once a week. Less frequent usage reflects dry shampoo being an alternative to traditional shampoo, with consumers generally using the products on separate days, limiting overlap, according to the report.

How Many Times Per Week Do You Use The Following Products?
Source: Lightspeed/Mintel

Like other hair care products, dry shampoo brands typically activate sponsorship with product demonstrations. Batiste, for example, activated Neon Carnival with a styling tent where attendees could dry rinse their hair.

Other brands in the category include Dove, Herbal Essences, Oscar Blandi, Rene Furterer, TRESemmẻ and Umberto.

Share Of Shampoo, Conditioner and Hairstyle Products In 2016
Source: Information Resources, Inc., InfoScan Reviews, U.S. Census Bureau, Mintel