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.
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