Inside Consumers’ Growing Awareness Of Hair & Scalp Health
DENISE HERICH, The Benchmarking Company
Achieving that perfect hair day—when hair looks fuller, shinier, more youthful and effortlessly holds a style all day—is a goal of many women. Consumers now understand that good hair and scalp health is the means to attain that goal.
In recent years, hair care buyers have become significantly more concerned about hair and scalp health, and beauty brands have responded en?masse?to help solve some of her most pressing concerns. With promises of mending, repairing and bonding hair, women are flocking to products that give them healthier, smoother, shinier, and more moisturized looking and feeling hair.
In a recent primary study of 3,200-plus U.S. female hair care buyers, The Benchmarking Company’s latest research reveals how consumers define hair and scalp health, what hair and scalp concerns top their list, which products they use, and the results they expect from these products.
What She Knows About Her Hair
Ninety-seven percent of U.S. women surveyed say that hair health is important or very important. But does she understand that hair comprises dead cells into which life cannot be infused? Does she understand that, consisting of keratin and protein, strong bonds are what give hair a healthy appearance and feel?
In this study, the majority of respondents correctly indicated that each hair strand is made of dead organic matter or cells, just like fingernails. However, hair can still appear either healthy or unhealthy, with 98% saying the use of hair care products can make hair look and feel healthier.
Her Definition of Unhealthy Hair
Brittleness, excessive shedding and strand fraying are all visible signs of unhealthy hair according to 98% of women surveyed. Other visible and tactile signs of unhealthy hair include:
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Ninety-eight percent of respondents agree that healthy-looking and -feeling hair begins with the health of the scalp. According to 99% of those surveyed, she believes that hair health can be impacted by stress, nutrition and underlying health issues. She recognizes that scalp health is a critical component of having a healthy-looking head of hair.
Issues with the scalp are thought to cause rough hair, lack of shine and hair breakage, according to 94% of those surveyed. Ninety-seven percent agree that scalp inflammation affects the growth and health of hair, while 96% agree that poor scalp health can cause premature hair loss.
What She’s Using
Taking care of her hair is not a oneor two-step process. Sixty-two percent of survey respondents note they use more than three products daily to improve or maintain hair health. The usual suspects top the list with 94% using shampoo and 85% using a rinse-out conditioner. But, her hair care regimen is more comprehensive than just a wash-and-go.
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1 年Connor Spicer
10x Failure ? 4x Founder ? 1 Successful Exit ? CEO & Brand Builder ? Private Label & Contract Manufacturer of Liquid Soap, Body Wash, Shampoo, & Other stuff too
1 年so informative Global Cosmetic Industry ?? This valuable data will undoubtedly shape the development of effective hair care products and contribute to the overall wellness of individuals seeking healthy, vibrant hair. ??♀???♀??
Kudos to Denise Herich for her remarkable research, revealing the unanimous agreement among consumers that a healthy scalp is the secret to breathtaking hair. Thanks for sharing Global Cosmetic Industry ??
Yolanda G.