Women, in general, pay special attention to their hair. The Benchmark Company survey firm wanted to know more about the routines of American women. To do so, the agency conducted a study of 3,427 U.S. women (the panel was surveyed online in January 2022).
The cosmetics American women use the most are (besides shampoo):
• Leave-in products (55%)
• Sprays (43%)
• Frizz control products (43%)
• Dry shampoo (42%)
• Creams that protect against heat (41%)
Their hair is important. So they are willing to spend money on certain “technical” product categories.
According to The Benchmark Company, they might put more than $35 on:
• Hair loss treatments (35%)
• Keratin-based solutions (22%)
• Scalp care products (19%)
• Hair perfumes (15%)
• Serums (14%)
Purchasing factors
In general, American women buy hair care products to address a specific issue. They are also sensitive to price and formulation.
From a more “sensory” point of view, they pay particular attention to the product’s fragrance (they particularly like fresh and fruity smells) and the way it dries on the hair.
They are also looking for sustainability. They are concerned about the recyclability of packaging. They want the ingredients that make up the formulas to be clean and ethically sourced.
The Benchmarch Company also looked at the brands they buy.
In order, we find:
• L’Oreal
• Garnier
• TRESemmé
• Redken
• Paul Mitchell
• Matrix
• Moroccanoil
• Olaplex
• It’s a 10
