Is your self-esteem higher when your hair is well-tamed?
Is your self-esteem higher when your hair is well-tamed? According to our recent poll, nearly 99% of respondents told us they feel more confident when they are having a good hair day. We polled a random, national sample of just over 950 females, ages 18-65, on the topic of hair care habits, products, and preferences.
HAIR STYLING PRODUCT USAGE
The data shows that 85% of respondents use some kind of styling tool(s) or product(s) at least once a week. The most-used hair styling tool is a hairdryer, with 70% of respondents using a hairdryer at least once a week. A straightening iron is used by about half (53%) of respondents at least once a week, followed by 38% who use a curling iron at least once a week.
Practically 100% of respondents report using at least one type of hair care product (only two did not). Most respondents use a shampoo (98%) and/or a conditioner (96%), while 17% use a “2 in 1” shampoo and conditioner. There is significant usage among other hair care product types such as hair serum/oil (64%), hairspray (54%), and dry shampoo (43%).
Hair color is a trend that never seems to fade. Nearly 72% of respondents reported they dye their hair. When it comes to professional service vs. self-service outside of a salon, more respondents have their hair dyed professionally (59%) than those that dye their own hair (41%).
BRANDS AND PURCHASE INFLUENCE
Using open-ended text, we asked respondents to tell us their favorite brand of hair care products. Responses ranged from one favorite brand to several different favorite brands. Some of the more common favorite brands reported: Aussie, Aveda, Matrix, Dove, Garnier, Herbal Essences, L’Oreal, OGX, Pantene, Paul Mitchell, Redken, Shea Moisture and Suave.
Respondents were given four choices of common purchase-influence factors, and were asked which factors influence hair product purchases. The four factors were: Brand, Price, Recommendations and Ingredients. The data is quite consistent across each factor, with at least 60% of respondents reporting that all four factors are equally important when buying hair products. The most influential factor is price, with 73.3% of respondents reporting that price influences hair product purchase decisions. Brand (66%), Recommendation (63%), and Ingredients (60%) follow in close succession after Price.
We provided respondents with an open-ended text box to report any additional factors that influence their hair product purchases. The most common responses were related to scent and whether or not a product is natural/organic and/or cruelty-free/not tested on animals.
HAIR CARE PRODUCTS & SCENT
Apparently, we like for our hair to smell as good as it looks. Nearly 88% of respondents told us the scent of their hair care products is important, with 43% of those respondents claiming scent is very important. Only 12% of respondents reported hair care product scent is not important/not very important to them.
HAIR PRODUCT PRICE POINTS
We asked respondents how much, on average, they spend on a single hair care product. Approximately 61% of respondents are spending $6 to $15, on average, for a single hair product. The majority of respondents (34.4%) are spending an average of $6 to $10 for a single hair product. Products valued at $5 or less are purchased by 10.2% of respondents, while products valued at $26 and above are being purchased by even fewer respondents, at 5.5%.
Most hair care brands and product lines offer several variations of their product types to help achieve particular “hair goals”. When we asked what respondents’ hair goals are when buying a hair product, a handful of goals stood out more than others. Overall, eliminating frizz was the most-commonly desired goal (60%), with strengthening hair coming in a close second (58.9%). Increasing shine (54.4%) and reducing split ends (52.3%) were also among the most important hair goals, according to respondents.
Written by Ann Ali