Hair Consumer Insights

Trend - Beauty brands are encouraging self-expression through diverse hairstyles in new marketing campaigns. With a primary focus on textured hair, these campaigns challenge beauty standards and champion cultural roots and individuality. These campaigns leverage authenticity to capture new audiences.

Insight - Beauty brands often struggle with expansion beyond their established target audiences, with many only being popular among certain demographics or regions. However, despite offering products catering to diverse audiences, brand engagement does not always expand quickly, leading to these brands seeking partnerships with agencies or adjacent companies to launch campaigns. By targeting and authentically connecting with the target demographic, these brands can gain the trust of new consumers.

Trend - Hair makeup refers to products or techniques used to enhance or alter the appearance of hair without making permanent changes. These products often include concealers, powders, and temporary colors that help consumers give their hair an elevated look.

Insight - As a result of the pandemic, Millennial consumers are embracing vintage trends to evoke nostalgia and find solace in the familiar comforts of the past. Hair cosmetics, crafted with a nod to 90s trends, cater to a consumer desire for familiarity, customization, and reconnection with the elements of youth. Brands that cater to this demand can create a strong emotional connection with nostalgia-driven consumers, translating into brand loyalty over time.

Trend - With minimalism in skincare being popular in reaction to the several-step routines that were overwhelming or inacessible to many consumers, brands in the hair care industry are following suit. Minimal ingredients and products in lines are on the rise as brands look to prioritize simple yet effective routines.

Insight - With the vast range of choices that consumers have in the personal care space, many find themselves overwhelmed with their options. Minimalist personal care routines are becoming more popular among low-maintenance consumers who want to maintain their health and beauty without it taking up too much time in their routines.

Trend - In order to combat lack of volume or thinning hair from aging or dyes, hair care brands are increasingly touting the "bond-building" complexes in their shampoo and conditioning products. These bond-building ingredients aim to strengthen the hair and therefore improve its volume.

Insight - Consumers increasingly research products before they buy them, particularly in the cosmetics and hair care space. Now that ingredient and general product knowledge is so common, brands are having to rely less on marketing and claims, and more on featuring ingredients that they know consumers will be looking for.

Trend - The growing popularity of peptides in skincare has given inspiration to hair care brands. Known to plump and hydrate hair strands, peptides in hair products help strengthen and add volume to the hair.

Insight - The average consumer of cosmetic products is highly educated in the space, thanks to resources they have available online, and the still-growing popularity of the industry. These knowledgeable consumers look more to ingredients than they do brands' claims, and turn to brands that incorporate and highlight ingredients that consumers' know will be useful for them.

Trend - Salicylic acid is being incorporated into hair products, with everything from scalp scrubs to shampoos incorporating this chemical exfoliant. Known for its ability to remove oil from pores, these products are especially useful for people with oily scalps.

Insight - Active ingredients have become more popular among consumers, with social media and cosmetic information online making them more educated on the ingredients that work best for their various needs. The growing desire for active ingredients is moving beyond skincare, and now into makeup and hair care as well.

Trend - Dry shampoo is already known for being convenient and time-saving, and hair care brands are enhancing these qualities with new formats and formulations. Now, dry shampoo is offered in everything from multi-purpose portable powders to blotting papers.

Insight - Between working, personal responsibilities and daily routines, consumers often find themselves time-strapped. This means having to shorten certain routines in the name of convenience. Brands that are able to add elements of convenience into their product/service will appeal to these busy consumers.

Trend - As sustainability reaches most industries, hair care brands are increasingly prioritizing biodegradability--both in product formulas and in tools that are designed for the hair like brushes and ties.

Insight - Sustainability is increasingly becoming a key factor that drives consumers' purchase decisions, and this will only strengthen over time as environmental protection becomes more necessary and urgent. Now, more consumers are turning to brands that prioritize authentic forms of sustainability rather than simply paying lip service to it.

Trend - Hair care brands are formulating products that are intended to "plump" individual hair strands for added volume. Ingredients like rice water and marine collagen are being used to achieve these plumping effects.

Insight - Cosmetic industries that include skin, makeup and hair care are becoming more popular as consumers become more educated on their needs, and the products or ingredients they need to achieve their personal care goals. As consumers become more knowledgable, brands in the industry will appeal to them with science-forward formulations and branding.

Trend - In order to slow down climate change, reducing carbon emissions across industries is crucial. Some brands in the hair care space are making their own attempts by prioritizing low or no-carbon production.

Insight - Climate change has become a priority for more consumers, who are increasingly anxious about the state of the environment and their own personal impact on it. This concern is prompting consumers to be more conscious of their purchase decisions, and make lifestyle adjustments where they can.