{"id":29698,"date":"2019-01-06T00:50:32","date_gmt":"2019-01-06T00:50:32","guid":{"rendered":"https:\/\/www.sisinternational.com\/?page_id=29698"},"modified":"2026-04-20T22:00:52","modified_gmt":"2026-04-21T02:00:52","slug":"marktforschung-fur-haarpflege","status":"publish","type":"page","link":"https:\/\/www.sisinternational.com\/de\/losungen\/marktforschung-fur-schonheitsprodukte\/marktforschung-fur-haarpflege\/","title":{"rendered":"Marktforschung f\u00fcr Haarpflegeprodukte"},"content":{"rendered":"<h1 class=\"wp-block-heading\">Marktforschung f\u00fcr Haarpflegeprodukte<\/h1>\n\n\n\n<figure class=\"gb-block-image gb-block-image-388899fa\"><img loading=\"lazy\" decoding=\"async\" width=\"1456\" height=\"816\" class=\"gb-image gb-image-388899fa\" src=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Eyecare-2.jpg\" alt=\"SIS International Marktforschung &amp; Strategie\" title=\"Eyecare (2)\" srcset=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Eyecare-2.jpg 1456w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Eyecare-2-300x168.jpg 300w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Eyecare-2-1024x574.jpg 1024w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Eyecare-2-768x430.jpg 768w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Eyecare-2-18x10.jpg 18w\" sizes=\"auto, (max-width: 1456px) 100vw, 1456px\"><\/figure>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity is-style-dots\"\/>\n\n\n\n<p><span style=\"font-weight: 400;\">Haircare products are the first step to realizing a preferred look or hairstyle. One of the primary goods produced by this sector is shampoo. There are many different types of shampoo, for example, clarifying, volumizing, and smoothing. Hair conditioner is another basic that comes in many forms. For instance, buyers can find leave-in, rinse-out, and deep conditioners. Other hair care products include hair oils, serums, pomades, and hair wax. They also include mousses, sprays, and gels.<\/span><\/p>\n\n\n\n<div class=\"wp-block-columns has-global-color-9-color has-text-color has-background has-link-color wp-elements-253567031a2957e1506c12476ad91b61 is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\" style=\"background-color:#f7f9fa6e\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:18%\"><\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:71.28%\">\n<div class=\"wp-block-rank-math-toc-block aligncenter has-global-color-9-color has-text-color has-link-color wp-elements-a44372ee26e5091952bfdc7dead21804\" style=\"font-size:16px\" id=\"rank-math-toc\"><h2><br><strong>T<\/strong>able of Contents<\/h2><nav><ul><li class=\"\"><a href=\"#why-hair-care-is-important\">Warum Haarpflege wichtig ist<\/a><\/li><li class=\"\"><a href=\"#ingredient-transparency-reshapes-haircare-consumer-trends\">Ingredient Transparency Reshapes Haircare Consumer Trends<\/a><\/li><li class=\"\"><a href=\"#opportunities-in-the-haircare-sector\">Chancen im Haarpflegesektor<\/a><\/li><li class=\"\"><a href=\"#the-rise-of-omnichannel-and-digital-disruption\">Der Aufstieg von Omnichannel und digitale Disruption<\/a><\/li><li class=\"\"><a href=\"#dtc-haircare-channel-economics-demand-a-different-margin-model\">DTC Haircare Channel Economics Demand a Different Margin Model<\/a><\/li><li class=\"\"><a href=\"#prestige-haircare-market-share-concentrates-around-salon-grade-legitimacy\">Prestige Haircare Market Share Concentrates Around Salon-Grade Legitimacy<\/a><\/li><li class=\"\"><a href=\"#how-qualitative-research-helps\">Wie qualitative Forschung hilft<\/a><\/li><li class=\"\"><a href=\"#how-quantitative-research-helps\">Wie quantitative Forschung hilft<\/a><\/li><li class=\"\"><a href=\"#the-importance-of-strategy-research\">Die Bedeutung der Strategieforschung<\/a><\/li><li class=\"\"><a href=\"#the-sis-dual-funnel-haircare-intelligence-framework\">The SIS Dual-Funnel Haircare Intelligence Framework<\/a><\/li><\/ul><\/nav><\/div>\n<\/div>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"why-hair-care-is-important\"><span style=\"font-weight: 400;\"><strong>Warum Haarpflege wichtig ist<\/strong><\/span><\/h2>\n\n\n\n<p><span style=\"font-weight: 400;\">Haare sind eines der Dinge, auf die Menschen achten, wenn sie sich zum ersten Mal treffen. Haare k\u00f6nnen ein Indikator f\u00fcr das Alter, den sozialen Status und sogar die Hygienegewohnheiten einer Person sein. Die richtige Haarpflege ist unerl\u00e4sslich. Gl\u00e4nzende, sch\u00f6ne Locken oder Locken hinterlassen immer einen guten Eindruck. Die richtige Pflege spielt auch eine entscheidende Rolle f\u00fcr gesundes Haar. Sie verhindert umfangreiche Sch\u00e4den, die zu Haarausfall f\u00fchren k\u00f6nnen. Kr\u00e4ftiges und gl\u00e4nzendes Haar erfordert eine t\u00e4gliche Pflege.<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"ingredient-transparency-reshapes-haircare-consumer-trends\">Ingredient Transparency Reshapes Haircare Consumer Trends<\/h2>\n\n\n\n<p>Clean-label positioning, once a niche concern, now drives reformulation decisions at scale. Ingredient transparency has moved from marketing claim to procurement mandate. Brands like Prose and Function of Beauty built their models around disclosed formulation logic. The mechanism is straightforward: when consumers can decode an INCI list, they penalize brands that obscure it.<\/p>\n\n\n\n<p>This shift changes category management optimization at the retailer level. Shelf space allocation now accounts for &#8220;clean&#8221; adjacencies where sulfate-free, silicone-free, and paraben-free products cluster. Retailers running assortment rationalization in the premium haircare category report that removing opaque-ingredient SKUs lifts basket size in the surrounding set. The signal is clear: transparency is not a brand story. It is a shelf economics variable.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"opportunities-in-the-haircare-sector\"><span style=\"font-weight: 400;\"><strong>Chancen im Haarpflegesektor<\/strong><\/span><\/h2>\n\n\n\n<p><span style=\"font-weight: 400;\">Schwellenm\u00e4rkte wie die aufkeimende Naturhaarbewegung treiben das Wachstum in der Haarpflege voran. Brasilien, China und Indien leisten einen bedeutenden Beitrag zum Sektor. Neue Frontm\u00e4rkte wie Indonesien und die T\u00fcrkei verzeichnen ebenfalls starke Zuw\u00e4chse. Diese Zuw\u00e4chse sind das Ergebnis einer st\u00e4rkeren Verbreitung von Shampoo. Sogar die l\u00e4ndlichen Gebiete in Indien treiben das Wachstum voran. In diesen Gebieten leben zwei Drittel der indischen Bev\u00f6lkerung. Asiatische Verbraucher finden zunehmend Gefallen an westlichen Haarpflegeroutinen. Viele haben begonnen, Seife durch Shampoo zu ersetzen.<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"the-rise-of-omnichannel-and-digital-disruption\"><span style=\"font-weight: 400;\"><strong>Der Aufstieg von Omnichannel und digitale Disruption<\/strong><\/span><\/h2>\n\n\n\n<p><span style=\"font-weight: 400;\">Marketers and retailers are implementing omnichannel strategies. These strategies enable a uniform shopping experience for consumers. <a href=\"https:\/\/www.sisinternational.com\/de\/losungen\/branding-und-kundenforschungslosungen\/was-ist-influencer-marketing\/\" title=\"Was ist Influencer-Marketing? Social-Media-Marketing?\" data-wpil-monitor-id=\"9080\">Marketing and retail channels include social media<\/a>, the Internet, direct mail, and surveys. They also include emails and phone calls. Review and rating sites and <a href=\"https:\/\/www.sisinternational.com\/de\/losungen\/branding-und-kundenforschungslosungen\/einzelhandelsmarktforschung\/\" title=\"Einzelhandelsmarktforschung | In-Store-Marktforschung\" data-wpil-monitor-id=\"9082\">in-store experiences are also marketing and retail<\/a> channels. Haircare industry players have to deliver a consistent brand experience across these channels. In that way, consumers can maintain a favorable view of their brand identity.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Emerging haircare <a href=\"https:\/\/www.sisinternational.com\/de\/marktforschung-fur-luxusparfums\/\" title=\"Marktforschung f\u00fcr Luxusparfums\" data-wpil-monitor-id=\"9072\">brands are using new outlets and marketing<\/a> channels. That is how they capitalize on the changes within the industry. With digital disruption comes the rise in influencer marketing. Online magazine readers can watch videos of stylists creating hairdos using certain products. This advertising technique is far more effective than traditional print. It also works better than TV commercials, since it engages the consumer more.<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"dtc-haircare-channel-economics-demand-a-different-margin-model\">DTC Haircare Channel Economics Demand a Different Margin Model<\/h2>\n\n\n\n<p>Direct-to-consumer haircare brands face a structural tension most investor decks ignore. Customer acquisition cost in haircare DTC runs higher than in skincare because the replenishment cycle is longer and the switching cost is lower. A consumer who finds a moisturizer that works will reorder for years. A shampoo buyer experiments constantly.<\/p>\n\n\n\n<p>The brands succeeding in DTC haircare channel economics, such as Olaplex before its retail expansion and Vegamour in the hair wellness segment, solved this by building subscription mechanics around multi-step regimens rather than single-product replenishment. The unit economics only work when the average order contains three or more SKUs. Single-product DTC in haircare is a money-losing proposition at scale.<\/p>\n\n\n\n<p>Trade spend optimization looks different here. In DTC, promotional lift measurement shifts from retailer scan data to cohort-based retention curves. The relevant metric is not week-over-week velocity but 90-day rebuy rate segmented by acquisition channel. Brands measuring promotional lift for new haircare products through traditional methods miss the signal entirely.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"prestige-haircare-market-share-concentrates-around-salon-grade-legitimacy\">Prestige Haircare Market Share Concentrates Around Salon-Grade Legitimacy<\/h2>\n\n\n\n<p>The prestige tier in haircare does not behave like prestige skincare. Price alone does not signal quality. Salon provenance does. Brands like Oribe, K\u00e9rastase, and Moroccanoil maintain prestige haircare market share because their distribution originated in professional channels before expanding to retail. The professional endorsement functions as a quality certification that no amount of influencer marketing replicates.<\/p>\n\n\n\n<p>Indie brands attempting market entry into the US haircare market face this barrier directly. Without salon-channel credibility, prestige pricing becomes difficult to defend at retail. The most effective market entry strategy for the US haircare market involves seeding through independent stylists and specialty salons before pursuing Sephora or Ulta placement. The sequence matters more than the spend.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"how-qualitative-research-helps\"><span style=\"font-weight: 400;\"><strong>Wie qualitative Forschung hilft<\/strong><\/span><\/h2>\n\n\n\n<p><span style=\"font-weight: 400;\">Managers have several <a href=\"https:\/\/www.sisinternational.com\/de\/tools-and-resources-for-qualitative-market-research\/\" title=\"Tools and Resources for Qualitative Market Research\" data-wpil-monitor-id=\"9070\">qualitative Marktforschung<\/a> methods at their disposal. They can use <strong>Schwerpunktgruppen<\/strong>, wodurch sie die Meinungen tats\u00e4chlicher Produktnutzer erhalten. Sie k\u00f6nnen Kundeninterviews verwenden. Diese Interviews beziehen Verbraucher ein und geben enorme Einblicke in ihre Produkte und Dienstleistungen. Ein weiteres wertvolles Instrument ist die Ethnographie. Diese Methode bietet strategische Orientierung f\u00fcr mehrere Facetten der Unternehmensplanung.<\/span><\/p>\n\n\n\n<p><a href=\"https:\/\/www.sisinternational.com\/de\/ostern-und-der-unvermeidliche-schokoladenhase\/\" title=\"Ostermarktforschung\" data-wpil-monitor-id=\"9074\">SIS conducts Qualitative Research<\/a> including Focus Groups, <strong>Pers\u00f6nlich<\/strong> Und <strong>Mobile Ethnographie<\/strong>, <strong>Kundeninterviews<\/strong>, <strong>K\u00e4uferforschung<\/strong>, Und <strong>Online-Insight-Communitys<\/strong>.&nbsp; We interview customers as well as Hair Salon professionals, distributors, store purchasing decision makers, Beauty bloggers, Influencers, and Beauty Industry Executives<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"how-quantitative-research-helps\"><span style=\"font-weight: 400;\"><strong>Wie quantitative Forschung hilft<\/strong><\/span><\/h2>\n\n\n\n<figure class=\"gb-block-image gb-block-image-fe882623\"><img loading=\"lazy\" decoding=\"async\" width=\"1456\" height=\"816\" class=\"gb-image gb-image-fe882623\" src=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/K-beauty-korean-2.jpg\" alt=\"SIS International Marktforschung &amp; Strategie\" title=\"K beauty korean (2)\" srcset=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/K-beauty-korean-2.jpg 1456w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/K-beauty-korean-2-300x168.jpg 300w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/K-beauty-korean-2-1024x574.jpg 1024w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/K-beauty-korean-2-768x430.jpg 768w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/K-beauty-korean-2-18x10.jpg 18w\" sizes=\"auto, (max-width: 1456px) 100vw, 1456px\"><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">It\u2019s easy to use surveys to <a href=\"https:\/\/www.sisinternational.com\/de\/top-5-benefits-of-conducting-quantitative-market-research\/\" title=\"Top 5 Benefits of Conducting Quantitative Market Research\" data-wpil-monitor-id=\"9069\">conduct quantitative market research<\/a> online. This method helps managers in the haircare industry to access demographic information. With demographics, they can find out about almost anything. They can use <strong>Umfragen<\/strong> um zu messen, was Kunden an ihrer Marke m\u00f6gen. Umfragen geben ihnen auch Aufschluss dar\u00fcber, welche Art von Produkt ihr Markt ben\u00f6tigt. <strong>Eye Tracking Forschung<\/strong> kann Daten zu Verpackung, Branding und Messaging bereitstellen.<\/span><\/p>\n\n\n\n<p>SIS f\u00fchrt <strong>In-Home-Nutzungstests (IHUTs)<\/strong> Und <strong>Produkttest<\/strong>.&nbsp; We have a <a href=\"https:\/\/www.sisinternational.com\/de\/losungen\/schwerpunktgruppen\/einrichtungen-fur-fokusgruppen-in-nyc\/\" title=\"Einrichtungen f\u00fcr Fokusgruppen in New York City\" data-wpil-monitor-id=\"9076\">Focus Group Facility<\/a> in NYC, and have conducted many studies where consumers pick up products and conduct surveys.<\/p>\n\n\n\n<p>SIS f\u00fchrte auch <strong>Friseursalon-Interviews<\/strong> mit Friseuren und Kunden in NYC, wir testeten ein neues Shampoo und f\u00fchrten anschlie\u00dfend eine Umfrage unter Kunden und Salonmitarbeitern durch. F\u00fcr dieses Projekt mussten wir Frauen mit unterschiedlichen Haartypen und ethnischen Hintergr\u00fcnden rekrutieren, um eine repr\u00e4sentative Stichprobe zu gew\u00e4hrleisten.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"the-importance-of-strategy-research\"><span style=\"font-weight: 400;\"><strong>Die Bedeutung der Strategieforschung<\/strong><\/span><\/h2>\n\n\n\n<p><span style=\"font-weight: 400;\">Strategieforschung kann auf verschiedene Weise hilfreich sein. Zum Beispiel: <strong><a href=\"https:\/\/www.sisinternational.com\/de\/abdeckung\/marktforschung-asien\/einschatzung-der-marktchancen-in-asien\/\" title=\"Einsch\u00e4tzung der Marktchancen in Asien\" data-wpil-monitor-id=\"9078\">Marktchancenbewertungen<\/a><\/strong> identify favorable circumstances and risks. Haircare businesses can understand the market before building or expanding an offering.&nbsp; They can also use <strong>Wettbewerbsanalyse<\/strong>. This analysis helps them determine what makes their products and services unique.&nbsp; They will learn what attributes they should play up to attract their target market.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Ein weiteres Werkzeug ist <strong>Marktgr\u00f6\u00dfe<\/strong>, das Managern hilft, das Potenzial eines Marktes einzusch\u00e4tzen. Schlie\u00dflich k\u00f6nnen Manager <strong>Branchenverfolgung<\/strong> Und <strong>Trend analysen<\/strong>. Trend Analysis identifies the drivers of rising trends, and recommends ways to capitalize on them. It tells companies the direction in which the market is moving. Trend analysis goes deeper than just identifying where the market is moving. It shows managers whether the market is trending up or down, or what it means for your business. This information is vital for strategic and marketing decision-making.<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"the-sis-dual-funnel-haircare-intelligence-framework\">The SIS Dual-Funnel Haircare Intelligence Framework<\/h2>\n\n\n\n<p>Effective haircare market analysis maps two dimensions simultaneously: the shopper&#8217;s relationship to the category (maintenance vs. solution-seeking) and the brand&#8217;s channel sequence (professional-first vs. retail-first). Plotting competitive positions on these two axes reveals white space invisible in flat market share data.<\/p>\n\n\n\n<p>Brands positioned in the solution-seeker quadrant with professional-first distribution hold the strongest margin profiles. Brands in the maintenance quadrant with retail-first distribution compete on volume and promotional efficiency. Most category failures occur when brands attempt to occupy a quadrant their channel history does not support.<\/p>\n\n\n\n<p>SIS International has applied this dual-funnel framework through focus groups, ethnographic research, and shopper journey analytics across multiple geographies, helping consumer goods leadership teams identify positioning gaps before committing trade spend. The distinction between where a brand sits and where it belongs is the single most valuable output of a properly structured haircare market analysis.<\/p>\n\n\n\n<p><\/p>","protected":false},"excerpt":{"rendered":"<p>Wir bieten Tests von Haarpflegeprodukten, qualitative Erkenntnisse, quantitative Daten und strategische Forschung zu Haarprodukten.<\/p>","protected":false},"author":1,"featured_media":64498,"parent":27176,"menu_order":5,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-29698","page","type-page","status-publish","has-post-thumbnail"],"_links":{"self":[{"href":"https:\/\/www.sisinternational.com\/de\/wp-json\/wp\/v2\/pages\/29698","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sisinternational.com\/de\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.sisinternational.com\/de\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/de\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/de\/wp-json\/wp\/v2\/comments?post=29698"}],"version-history":[{"count":5,"href":"https:\/\/www.sisinternational.com\/de\/wp-json\/wp\/v2\/pages\/29698\/revisions"}],"predecessor-version":[{"id":85675,"href":"https:\/\/www.sisinternational.com\/de\/wp-json\/wp\/v2\/pages\/29698\/revisions\/85675"}],"up":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/de\/wp-json\/wp\/v2\/pages\/27176"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/de\/wp-json\/wp\/v2\/media\/64498"}],"wp:attachment":[{"href":"https:\/\/www.sisinternational.com\/de\/wp-json\/wp\/v2\/media?parent=29698"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}