Multytude Consumer Digest - A Hairy Month!

2023 is the year of hair, and our Hair Care Council is here! ??Our community of hair care enthusiasts led by Joanne Mulley (CurlyJo), Kathy Vitali (CurlsByKath) and Kalina’s.hair provide invaluable insights to brands (especially curlies).?

This is a special edition dedicated to hair, let’s get started.

Big insights?

1. Curlies more aware of ingredients & curious vs general audience?

Every cell in our body needs protein and 60% of our cells are made of water.?

This is reflected on our community’s choice of top ingredients in hair care products: Protein (provides structure and bounce to their hair), Silicones (they like using silicones in oils for scrunching out the crunch, as they can help weatherproof the hair), Collagen (they’re curious about collagen for hair), Hyaluronic Acid (its strong anti-aging and moisturising features drive attention for hair as well).

2. Surprise surprise! Budget-friendly products are in demand

Unless you’re part of the no-poo movement, we all wash our hair often and it could cost a lot! Majority of our users consider ￡5 and under as budget friendly (approx. 60%) with 20% that says ￡10 is appropriate.?

Factors playing into this are::?

• affordability (budget constraints)
• risk factor (trying a new product can be a risk, and people are more comfortable taking that risk with lower-priced items)
• experimentation (people still try to find the perfect products for their hair and are more inclined to try different brands at a lower price point)

Some brands that came atop in this category are; Harry's Sculpting Gel, Pantene mousse (discontinued but wanted back!), Shockwaves gel, Curlsmith.?

3. Hair is a lifestyle

Before we even begin to talk about shampoos, conditioners or bounces, our community reveals that “hair’s a lifestyle”.?

Curlies Own Their Identity

For example, our curly-haired members have been vocal about why they've started to care so deeply about their hair.?

• Transforming Dissatisfaction; dry, frizzy, or unmanageable hair caused constant stress.
• Social Media Influence; Exposure to curly hair communities or influencers embracing their natural curls.
• Craving Change; Some just ready for a change in their hairstyle or hair care routine
• Natural Hair Exploration; Curiosity about their natural hair texture and potential for curls

3 Trending Conversations

1. Not just your mum’s conditioner

Protein is a major topic including conditioners and treatments. Brands that are top of mind in our community are:

• Aphogee: specifically the Aphogee Protein Treatment
• CURLSMITH : community favourite! The Feather Light Protein Cream EVOLVh : Ultra Repair Masque, a protein-heavy treatment for soft, bouncy curls is popular Miribel Naturals : the Powerhouse Protein Cream?Botanika: preferred for their strong protein treatment, The Mender

2. Heat protection?

Style usually means exposure to heat and it’s an issue. Especially heat protection spray when diffusing was a popular topic for our community. Here are the recommendations:

• CURLSMITH Miracle Shield: found to be effective in protecting hair from heat while diffusing plus it provides a light hold (typically applied after a leave-in conditioner)Cantu Heat Protectant: some prefer this heat protectant over Curlsmith Miracle Shield due to ease of application and distribution
• Bumble and bumble & Bumble Invisible Oil Primer: recommended for its light conditioning properties in addition to heat protection. Usually applied before using a leave-in or cream, focusing on the lengths of the hair.Only Curls Heat Protectant: due to its non-sticky and lightweight texture, and easiness to apply

3. Gels??

It may not be the one thing to have on a deserted island (yet!) but close enough. What affects their choice of brands are:

• Hold strength: affects the longevity of the hairstyle and the amount of frizz control provided
• Texture and consistency: thick, jelly-like textures vs runny gels that are easier to distribute evenly
• Ease of application: some prefer gels that are easier to apply evenly throughout their hair, while others don't mind thicker ones that may require a bit of watering down

Pretty Curly Girl, @Paul Mitchell's Slick Works (discontinued and missed!), TréLuxe , Jessicurl Spiralicious, Harry's Gel are fan favourites.

Insights from Multytude Hair Live Streams

Influencers ask, audiences answer gathering lightning fast genuine consumer insights. Spring has arrived, here are the challenges and solutions from our live stream influencer communities:

• Wave goodbye to winter dryness: scalp tends to get drier in the winter, but spring brings relief.?
• Tame the frizz: Humidity can mess with your hair, causing unwanted frizz. Try using Ouidad 's Climate Control Anti-Humidity Gel!
• Stay balanced: Changing weather means finding the right balance between moisture and protein. Incorporate protein-rich shampoos and conditioners to keep your hair strong and healthy.
• Switch it up: glycerin is less effective in colder months, it's time to reintroduce it into your routine. Look for glycerin-containing products to help lock in moisture and prevent breakage.?

??? A bit of fun!?

Unforgettable curly characters according to our community are ??

Chatter of the week

It was a hairy one this month, but Multytude community discussed a range of other interesting topics as usual.?

• Easter gifts for kids were a contentious one, chocolate vs non-chocolate and the winner is Lego!
• If you thought SVB going bust only mattered for the startups, you’d be wrong. ~43.2% of our members told us they’re worried about the banking crisis (recorded before the First Republic news) while only ~25.6% of them trust the banks in Britain.???

That’s NOT all about the conversations in our community but it’s the end of this month’s insights everyone.

See you next month….

Please subscribe and if you want to learn more about the contents & data, commission your own insights studies, ask your own brand or industry questions to our communities OR want to sponsor this newsletter get in touch with me directly at [email protected] ??