When it comes to the post-lockdown activity that people are most looking forward to, ‘beauty therapy’ (think: hair cut/color/styling or a general beauty procedure) ranks above a night out with friends, according to social listening data from Kantar.
Kantar suggests that without access to a hairdresser, nearly half of the consumers in countries it monitors will notice the difference, especially men.
According to Kantar, during quarantine:
- The use of styling products has dropped to an average of one occasion or fewer per week from an average frequency of three to four times a week.
- Fifty percent of consumers in the United Kingdom, the United States, Spain, Germany, Italy, the Netherlands, Brazil and France will wait to see their hairdresser after lockdown.
- Nineteen percent say they will ask someone who lives with them to cut their hair.
- Twenty-one percent say they will color or style their own hair at home.
- Fifty-five percent of women will wait for the services of a professional compared to 48% of men.
- Nearly 25% of men aged 18-24 said they would rely on a friend or family member for haircuts.
- Twenty-eight percent of Brazilian respondents said they would cut or style their own hair, with 15% saying they would consult an online tutorial.
- In France, 13% would opt to give themselves a haircut and 18% would ask a housemate.
- Forty-four percent of U.S. respondents said they will wait to visit a professional.
Mavens of London’s data from March 13 through April 13, 2020, found:
- Google searches for “beard trimmers” increased 36% from February 2020.
- Searches for “hair clippers increased by 181%.
- Searches for “hair coloring” increased by 37%.
- Searches for “buzz cut” increased by 91%.
- Searches for bright hair colors—orange, blue, purple, green and pink hair dye—increased by 117%.