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.
Why Hair Care is Important
Hair is one of the things people pay attention to when they meet for the first time. Hair can be an indicator of a person’s age, social status, and even hygiene habits. Proper hair care is essential. Shiny, beautiful tresses or coils always leave a good impression. Proper care also plays a critical part in having healthy hair. It prevents extensive damage, which can lead to hair loss. Robust and shiny hair calls for a daily regimen.
Opportunities in the Haircare Sector
Emerging markets such as the burgeoning natural hair movement are pushing hair care growth. Brazil, China, and India are significant contributors to the sector. New frontline markets such as Indonesia and Turkey are also recording strong gains. These gains are the result of stronger shampoo penetration. Even rural areas in India are driving growth. These areas account for two-thirds of India’s population. Asian consumers are warming up to Western-style hair care routines. Many have started substituting soap with shampoo.
The Rise of Omnichannel and Digital Disruption
Marketers and retailers are implementing omnichannel strategies. These strategies enable a uniform shopping experience for consumers. Marketing and retail channels include social media, the Internet, direct mail, and surveys. They also include emails and phone calls. Review and rating sites and in-store experiences are also marketing and retail 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.
Emerging haircare brands are using new outlets and marketing 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.
How Qualitative Research Helps
Managers have several qualitative market research methods at their disposal. They can use Focus Groups, which gives them the opinions of actual product users. They can use customer interviews. These interviews engage consumers and give tremendous insights into their products and services. Another valuable tool is ethnography. This method offers strategic direction to several facets of corporate planning.
SIS conducts Qualitative Research including Focus Groups, In-Person and Mobile Ethnography, Customer Interviews, Shopper Research, and Online Insight Communities. We interview customers as well as Hair Salon professionals, distributors, store purchasing decision makers, Beauty bloggers, Influencers, and Beauty Industry Executives
How Quantitative Research Helps
It’s easy to use surveys to conduct quantitative market research 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 Surveys to measure what customers like about their brand. Surveys will also tell them what type of product their market needs. Eye Tracking Research can provide data on packaging, branding and messaging.
SIS conducts In-Home Usage Tests (IHUTs) and Product Testing. We have a Focus Group Facility in NYC, and have conducted many studies where consumers pick up products and conduct surveys.
SIS has also conducted Hair Salon Interviews with Hair Stylists and customers in NYC, testing a new shampoo and conducting a survey with both customer and salon professionals afterwards. For this project, we had to recruit women with different hair types and ethnic backgrounds to ensure a representative sample.
The Importance of Strategy Research
There are several ways in which Strategy Research can help. For example, Market Opportunity Assessments identify favorable circumstances and risks. Haircare businesses can understand the market before building or expanding an offering. They can also use Competitive Analysis. This analysis helps them determine what makes their products and services unique. They will learn what attributes they should play up to attract their target market.
Another tool is Market Sizing, which helps managers to estimate the potential of a market. Last, managers can use Industry Tracking and Trend Analysis. 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.