March 30, 2020 Published by

Tress to Impress!

From specialty products to colored locks she’s got opinions on hair care that impact what she buys, how much she spends, what trends she’s interested in and more. We’ve benchmarked parts of our latest study with one that we conducted in 2015, with fascinating 5-year comparisons shown where possible. Enjoy!

Top 3 places she’s where she buys hair care

  2015 2020
Superstore/grocery/drug store 64% 68%
Specialty store (Sephora/Ulta) 22% 34%
Amazon.com 4% 39%

 

Top products she uses regularly

  2015 2020
Concern-specific shampoo n/a 69%
Concern-specific conditioner n/a 64%
Regular daily shampoo 99% 60%
Regular daily conditioner 96% 54%
Frizz control/smoothing product n/a 48%
Hair Spray 59% 45%

 

She’s more adventurous than ever

  2015 2020
Tried a brand new type of hair care product in the past 12 months 32% 70%
Said the new product changed her life in a positive way 13% 89%
What were those new life-changing products? 2015 2020
28% at-home hair color 36% concern-specific shampoo
21% hair oils 29% concern-specific conditioner
19% dry shampoo 28% mask/treatment

 

Hair tools she uses          

  2015 2020
Blow-dryer 76% 80%
Flat iron  56% 66%

 

Hair tool brands owned

  2015 2020
Conair 13% 55%
Revlon 12% 36%
CHI 30% 26%
Remington 11% 20%

In 2020….

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