Set-jetting Tourism - International - April 2012

It seems that adults associate well groomed, frizz-free and glossy hair with confidence. Adults who buy shampoos which protect coloured hair, smooth, repair and moisturise are more very likely to feel more confident when their hair looks good. This offers an opportunity for brands to peg their marketing messages to confidence-related issues in a similar fashion to how Dove associated its brand with feeling good about ones body as part of its Campaign for Real Beauty.

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Brid Costello, Senior Beauty Analyst

Some questions answered in this report include:

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  Do appearance and grooming take a back seat when consumers are strapped for cash?
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  Is haircare one of the beauty industrys recession-proof categories?
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  How important are price and promotions?
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  In an already hyper-segmented market, where are the opportunities?

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