Long, curly, straight, thick, short, highlighted… no matter what type, hair needs care. And it’s not always easy to know the needs of consumers. That’s why The Benchmark Company, a research firm, conducted a survey of 3400 participants to find out more about their routines, habits and wishes regarding hair products.
The survey was conducted among 3,400 female respondents, ages 18 and older. They were surveyed online during the month of January 2022.
When it comes to choosing a hair care product, panelists make their selection based on:
• Thickness (77%)
• Shape (68%)
• Nature (49%)
• Color (49%)
A relative loyalty
When it comes to hair care, consumers like renewal. 96% of respondents say they buy a variety of brands. Moreover, one woman out of four confides in having more than five different products in her hair routine. ’64% of respondents even said they had three different bottles of shampoo,“ adds The Benchmark Company.
And the trial period for products is quite short: 20% change shampoos after a few weeks (12% do the same with their hairspray and other styling products).
Grievances of colored hair
The secret to successful coloring (or bleaching) is maintenance.
And to guarantee the same results as at the hairdresser’s, participants need:
• Protective care (40%)
• Anti-brassiness care (21%)
• Fortifying care (19%)
Each one has its own problem
Depending on the type of hair, the problems differ.
Straight hair:
• Lack of volume (59%)
• Split ends (49%)
• Lack of shine …
