A new YouGov poll reveals the personal factors that shape U.S. consumers hair care choices.
Courtesy of Brastock Images via Adobe Stock
As a beauty professional, you interact with clients daily. As you service them, you learn about their specific hair needs based on their hair color, length, texture, density, etc. You also learn about how they care for their hair, such as how often they wash and style their hair, what products they use, etc. You also learn about them as people — their passions, interests, family and more. All these factors play a role in helping you decide the products, tools and services to recommend to your clients. But, what about the factors influencing your clients' purchases?
As a professional, it's important to understand what goes through your clients' minds as they make choices regarding what hair care items they want to purchase, so you can offer better product, tool and service recommendations. A recent YouGov poll provides insight on some of the personal factors that shape U.S. consumers' hair care choices. The findings show that many Americans view their hair care as more than a routine.
5 Factors Influencing U.S. Consumers' Hair Care Choices
1. Brand Loyalty
45% of U.S. adults consistently use the same shampoo brand, with men slightly more brand-loyal (48%) than women (43%). Conditioner loyalty is lower at 34%, led by women (37%) over men (31%).
If you know what brands your clients are loyal to, you can make recommendations within those brands' lines or suggest alternatives that compare to what your clients are currently using. Also, if you are loyal to a particular brand, feel free to share that with your client and why!
2. The Power of Scent
Smell is the second most important factor, especially for women—27% consider scent key for shampoo, compared to 16% of men.
Find out what scents your clients prefer, and recommend products with that scent-profile, if possible!
"Hairdressers impact 16% of shampoo buyers, with 19% of women following this advice, a trend that carries over to conditioners."Courtesy of Koldo_Studio via Adobe Stock.3. Hairstylist Recommendations
Hairdressers impact 16% of shampoo buyers, with 19% of women following this advice, a trend that carries over to conditioners.
Before your client leaves your chair, share your recommendations for the best products and tools to use to maintain their look in-between salon appointments. You can even retail them through your salon, so your clients can purchase from you directly.
4. Products Costs
Affordability remains a steady factor, with 13% opting for cheaper shampoo and 10% for conditioner, similar across genders.
As a hair professional, you can encourage your clients to shop directly through you if they find retail to be too expensive. This is a great way to bring in extra income and make sure your clients are using products that are going to help maintain the gorgeous final look you've created.
Make sure you educate your clients on the benefits of shopping with you, whether that be directly at your salon or through an online store. You can even offer discounts for first-time purchasers or clients that refer others to you!
5. Brand Recognition
Dove leads consumer consideration with a score of 36.4, topping preferences among men and maintaining a strong showing with women. Other top brands include Pantene, Head & Shoulders, TRESemmé and Herbal Essences.
If you know consumers are opting for major retail brands, you can offer them professional alternatives that may be a better fit.
"Hairdressers impact 16% of shampoo buyers, with 19% of women following this advice, a trend that carries over to conditioners."Courtesy of Koldo_Studio via Adobe Stock.
"Hairdressers impact 16% of shampoo buyers, with 19% of women following this advice, a trend that carries over to conditioners."Courtesy of Koldo_Studio via Adobe Stock.
