Hair CareHair CareHair CareHair Care

A case study using online A case study using online

qualitative platform qualitative platform MRMRQualQual

Methodology

Online qualitative: 3 day bulletin board

May 2012

N=22

All mums aged between 30-45

£20 incentive

Hair insights• Even though skincare products & usage changedsince childbirth, our mums always do the hairessentials – freshly washed hair being a simple wayto show the world you are ready to face the day

• Small amount of loyalty but amongst a pool of brandswith many opting simply for what is on offer withinthat poolthat pool

• Mums often feel distressed by their hair unless it hasjust been cut or recently styled

• Haircuts are a treasured luxury for our mums, onethat they make time for

• Themes of luxury & pampering running through thediscussion

• Price promotion is an integral part of this category –whether shampoo, conditioner, styling or colourants

We asked people to describe

their hair in 3 words…

Boring, Mousey,

Needs-a-good-cut

Highlighted, long,

Straight, fine,

bottle-blonde

Blonde, long,

thick

Highlighted, long,

fairly-good-

condition

Brilliant brunette

(not!)

Big, dark and

outta-control!

Long, brown,

straight

Highlighted, dry,

uncontrolled

Unpredictable,

mousy, frizzy

Overall our mums have v. different feelings

about their hair but all want a maintenance

free style

likes dislikes

greying

easy to manage

grows quickly so can

really, really thick

post-baby

easy as it’s straight

have to blow dry or straightening

Loses shape after

styling

Generally

finer

Generally

thicker

greying

blow-drying

grows quickly so can

cover up any dodgy

hair-restyles

half way between

curly & straightshiny

good condition

spending money on

high-lighting

post-baby turned it

curly & thick

getting it dyed

flexible long

have to blow dry or

tie it back

Used to be v. fine but

thicker since post-

baby

straightening

Hair facts

Thickness

Fine 8

Medium 6

Thick 7

Type

Oily 4

Medium 13

Dry 3

Condition

Good 14

Ok 7

Bad 0

Length

Short 2

Medium 9

Long 8

Out of n=22

Celebrity Hair Idols

*These are the actual images the participants linked to when asked “Who is your celebrity hair idol?”

Jennifer Aniston

5 mentions

Kate Middleton

4 mentions

Cheryl Cole

3 mentions

Gwyneth Paltrow

2 mentions

Claudia Schiffer

1 mention

Zooey Deschanel

1 mention

Alexa Chung

1 mention

Dawn French

1 mention

January Jones

1 mention

Rachel Bilson

2 mentions

Daisy Lowe

1 mention

Why did people choose their

Celebrity hair idol?

• Numerous mentions of natural,

healthy looking, luxurious hair

• Being able to do “anything with it”• Being able to do “anything with it”

• People tended to favour their own natural

colour type e.g. brunettes favouring

brunettes and blondes favouring

blondes

Has your hair changed since

having kids?

YES NOYES

7

NO

12Thicker

Thinner

Greyer

Baby hair

Hair care routine thermo-map

daily 2 days 3 days more

wash

wash & condition

wash, condition &

style

wash & style

*Darker the colour the more mentions

Brands used*

*Size of text reflects number of mentions

Why brands used?

• High prevalence of switching behaviour

due to price promotion nature of

categorycategory

• Little brand loyalty other than to

specialists (H&S, Aveda)I tend to be brand

disloyal as i feel

changing the brand is

good for my hair. It also

depends on promotions

in store.

usually try out a

different shampoo and

conditioner every

time I buy a new one.

To dye or not to dye?

no

yes

no

Attitudes to Colourants

I swear by Nice'n'Easy. It's

usually on offer, has great

grey coverage and looks

natural.

I dye my hair dark brown,

due to the increasing

number of grey hairs

(brought on by parenthood,

I'm sure)!

if I had the time I'd love to

be blonder.....bit scared to

start as I think you have to

keep on doing it every few

weeks and I darent commit

to that!!!

I get highlights every 3

months - I wait until the

point of desperate due to

the cost. I have boring

mousey brown hair so I

think it looks dull if I don't

put highlights in

Cost of salon colourants puts some off, whilst

others prefer a more professional result

I have it done at a salon

about every 4 months. Saves

making a mess at home!

These days times is of the essence and

it is a lot easier to just do it at home. If I

get it done at the salon I will get

highlights (blondey, reddish & dark

brown all over). At home somewhere in

the brown range but it is not

necessarily the same colour every time.[dyed it]a few weeks back with John

Frieda Foam 6G. It was good and easy to

apply. When I was feeling richer I used

use home dye from boots think it is

Clairol to cover grey. BC [Before

Children] used to go to salon.....sighs......I have my hair highlighted at

a salon, I wouldn't trust

myself to have a go at home.

It is also a really nice bit of

me time!

apply. When I was feeling richer I used

to get highlights in a salon but not now...

maybe when I'm back at work

Initially got it done at a salon but have

started using john freida dye as it's just

as good and a hell of a lot cheaper.

Battle of the Bottles:

Fairly even split of

those opting for

brunette and those

for blondefor blonde

A cut above…I dream of having my

hair done. I used to

think of it as my right,

now it is a total luxury.

I used to go to a salon, but

since becoming friends with

a hair dresser I get her to do

it . I do miss the treat of

getting my hair done at the

hairdressers

Periods between haircuts

can vary anywhere

between 6 weeks and 2

years! Averaging around

3-6 months

50/50 split between salon vs

getting a mobile hairdresser

(mainly for convenience

once had children)3-6 months

Feel like a million dollars

once had hair cutA luxury that even our

busy mums make time

for

We proposed a new product to our mums to

gauge reactions and see how they evaluated

new products in general.

�Very few had heard

of “Argan Oil” or

“Moroccan Oil”

�

Initial reactions They are more expensive than

other brands though so this

has put me off purchasing

them. It does seem to have lots

of benefits which are great if

you want to improve the

condition of your hair.

Never heard of it

before. Sounds good

in theory.

I've never heard of this

before. It may work, it may

not. I tend to stick to

products that I know work

with my hair

Not heard of it before. It

sounds good and easy to

use. Would give it a try but

have a feeling it may be

rather expensive!

No I have never heard of

this before. Sounds like a

miracle treatment.

I've never heard of it

haven't heard of it before

Looks like it has loads of

benefits and am definitely

interested.

Sounds like a great natural

product that's a multi-

tasker too. Interesting

Think I might have heard

of this- but not sure where.

It might be similar to the

Morrocanoil

I've never heard of it

before. It sounds wonderful

and even though I am

happy with my hair it's

always nice to give it a

treat.

Never heard of it. It sounds

great but as we discussed

yesterday I am not a big

believer in claims made!

Not heard about this

before. I tend to steer clear

of oils, as my hair gets

greasy quickly. The

application looks a bit of a

nightmare

Barriers to purchase

����

8 mentions that putting

oil onto your hair would

make them worry about

making hair greasy –

enough to put them off

purchasing

5 mentions of the

����������������

£

����5 mentions of the

perceived time involved

with application would

prevent people using it

£ ££

����������������

4 mentions that the ps

thought it could be

expensive (in the region

of £15)

how convince to try itBeing given a sample

Endorsed product

claims

CelebrityRecommendation

from a friend

Celebrity

Research behind the

product

Well known brand

…if you want any more info then …if you want any more info then

please contact: please contact:

camillavickerage@internetmr.com

richardclark@internetmr.com

01488 686050

@mrqual