As with skin care, consumers want their hair care products to perform, offer real benefits and leave their hair better than it was.
Despite the yo-yo nature of our pandemic strain du jour, hair care product usage is a constant and continues to be a big part of nearly every beauty consumer’s daily routine. Forty-four percent of surveyed consumers told The Benchmarking Company (TBC) they wash their hair at least two to three times per week on average; more than half admitted they have between three and five bottles of shampoo and conditioner in their shower at any given time.
When consumers are looking to purchase a new shampoo or conditioner, 97% say they are seeking specific benefits to address their hair concerns. As with skin care, consumers want their hair care products to perform, offer real benefits and leave their hair better than it was. So, what does all of this mean for your brand? Read on to find out what more 3,400 U.S. female-identifying consumers have to say about hair products and usage, from TBC’s January 2022 original primary study.
By Denise Herich – Jan 31st, 2022