Gone are the days of the two-step hair routine (shampoo + mask). With the trend towards “skinification”, hair products are becoming increasingly cosmetic. And that’s not to American women’s displeasure. According to a recent study by The Benchmarking Company, consumers are paying more and more attention to their hair.
To carry out this survey, 3,500 women were questioned in March 2024.
99% of respondents said they had hair concerns. The main problems include: • Frizz (56%)
• Dryness (54%)
• Split ends (52%)
• Lack of shine (48%)
• Lack of volume (40%)
• White hair (33%)
• Dry scalp (23%) or oily scalp (18%)
Before integrating specific products, they all buy shampoo (99%) and conditioner, either classic (96%) or leave-in (59%). Some use thermal protectors (44%), masks (41%) or dry shampoo.
Low loyalty
American women are fickle… when it comes to shampoo! 96% use different ranges and brands, 67% change products regularly and 54% even have several opened bottles in their bathroom. Only 6% are loyal to their preferred reference.
45% of respondents spend $30 a month on their hair routine. Most of them buy products found in supermarkets, such as L’Oréal, Garnier or Pantene ranges. But 24% don’t hesitate to spend more than $65 a month on hair care.
Ingredients, fragrances and benefits
To maximize the effects of skincare products, American women look for specific ingredients such as biotin, plant extracts, keratin, collagen and certain vegetable oils (argan, coconut, jojoba).
Fragrance is also important. 55% of those …
