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In part 2 of our Hair Care case study our ps talk about routines, brands and colourants
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Haircare Part 2
A case study using online
qualitative platform MRQual
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 changed
since childbirth, our mums always do the hair essentials – freshly washed hair being a simple way to show the world you are ready to face the day
• Small amount of loyalty but amongst a pool of brands with many opting simply for what is on offer within that pool
• Mums often feel distressed by their hair unless it has just been cut or recently styled
• Haircuts are a treasured luxury for our mums, one that they make time for
• Themes of luxury & pampering running through the discussion
• Price promotion is an integral part of this category – whether shampoo, conditioner, styling or colourants
Has your hair changed since
having kids?
YES
7
NO
12 Thicker
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
category
• 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?
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.
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!
[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
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 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)
Feel like a million dollars
once had hair cut A luxury that even our
busy mums make time
for
01488 686050
@mrqual
…if you want any more info then
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