Haircare case study part 2 using online qualitative platform MRQual

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

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[email protected]

01488 686050

@mrqual

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