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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