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.
Meet the Survey Respondents
The bulk of consumers (49%) told us they were brunette (T-1). Blonde and platinum blonde hair came in second at 26%, followed by black (10%), red/strawberry (7%), silver/white (5%), and finally bold colors like teal, purple, etc. (3%). Medium hair texture reins at 48%, with 39% saying they have fine hair and 13% saying coarse hair.
When asked to describe the pattern or type of their hair, 25% of consumers answered straight, 30% soft wavy and 20% medium wavy. But that doesn’t mean curly girls aren’t a force to be recognized. Combined, consumers who say their hair has some kind of curl overall account for another quarter of hair care buyers.