1、Whether purchasing from a retail or through the salon,consumers have a wide range of thoughts when it comes to professional haircare.This profile of eight products helps illuminate whats important to buyers.BEAUTY ECOMMERCE INTELLIGENCE What do consumers think of professional haircare?Experts in wha

2、t consumers want and whyAt a glanceMintels AI-powered beauty ecommerce tool delivers comprehensive insights and actionable intelligence on the US online beauty landscape.A deep dive into eCommerce Intelligence beauty brand review data,paired with Mintel consumer data,reveals competitive opportunitie

3、s and learnings for beauty and personal care brands.Here,our experts have compiled a list of professional haircare brands to better understand why consumers are gravitating toward certain brands and products.If youre interested in a demo of Mintels new beauty eCommerce Intelligence,please reach out

4、to your Account Manager today.LAUREN GOODSITT Associate Director Mintel Beauty&Personal Care2Many Oribe shoppers mentioned the brands steep price tags.Majority of reviewers felt the products were elite and that their cost was justified.Consumers also noted that they purchased travel sized shampoos a

5、s a way to trial the products before fully investing.In the US,40%of beauty consumers say that having product samples sent to their home would encourage them to shop online more often.TakeawayHigh ticket haircare piques consumer interest,but they want to ensure that the price is justified prior maki

6、ng full-sized purchases.Luxe haircare brands that expand their travel sized offerings will incentivize consumers to explore new offerings.Ultimately,brands will increase engagement and grow their consumer base.Oribe Repair&Restore ShampooOribeWhat beauty brands need to knowPOSITIVE BRAND REVIEWSPOSI

7、TIVE SHAMPOO REVIEWS84%73%ORIBE SHAMPOO KEY WORDS INCLUDE“price”“travel size”“totally worth”3Consumers noted that R+Co hair treatments gave their hair great body and volume post blow dry,regardless of hair type.They also mentioned that in addition to holding their blow-out in place,the products scen

8、t“lasted for days.”In the US,33%of consumers who use hair treatments look for products that make their hair smell nice and 23%seek treatments that volumize their hair.TakeawayThe bouncy blow-out trend is back,with TikTok driving the viral Butterfly Cut.As consumers look to create their own blow-drie

9、d styles,they will turn to products that promise volume.Product scent can also dissipate post blow-out.Therefore,products that mention volume,bounce and long-lasting scent will appeal to trend focused consumers.R+Co Park Ave Blow Out BalmR+CoWhat beauty brands need to knowPOSITIVE BRAND REVIEWS*POSI

10、TIVE HAIR TREATMENTS REVIEWS77%71%R+CO HAIR TREATMENT REVIEW KEY WORDS INCLUDE“smell amazing”“blow dry”“shine”4Amika shoppers liked the variety of products included in the sets.Consumers felt the sets were a great value for their money and that they encouraged them to try new products.In sets that c

11、ontained travel sized products,consumers were able to get several uses per product,again driving the sets value.Shoppers also liked the pairing of hair tools and products within a given set.In the US,64%of consumers consider price when making a beauty purchase,higher than any other consideration.Tak

12、eawayConsumers are drawn to brands that promote value-driven offerings,especially those that also allow for experimentation.Create haircare sets using a variety of both full-sized and travel sized products to tempt consumers with a deal.Amika Mix+Mask Hair Treatment TrioSource:SephoraAmikaWhat beaut

13、y brands need to knowPOSITIVE BRAND REVIEWS*POSITIVE HAIRCARE SETS REVIEWS84%AMIKA HAIRCARE SET KEY WORDS INCLUDE“full size”“great value”“good deal”77%5Davines consumers mentioned the hold of their products across various styling categories(gel or spray).Users noted that they were keen to try the va

14、riety of hold-types.Additionally,shoppers called attention to Davines texturizing products,they felt the products provided volume without heaviness and grit without stickiness or residue.In the US,29%of women ages 18-34 say that they struggle to achieve their desired hair style on their own.Takeaway

15、Brands that provide education and guidance about how to properly use styling products and how to achieve desired hairstyles can earn long-term loyalty with consumers,especially younger women.Explore social platforms,particularly TikTok,to aid in product discovery and promote styling techniques.Davin

16、es This is a Curl Gel OilSource:DavinesDavinesWhat beauty brands need to knowPOSITIVE BRAND REVIEWS*DAVINES HAIR STYLING KEY WORDS INCLUDE“hold”“shine”“texture”77%POSITIVE HAIR STYLING REVIEWS73%6Redken shoppers felt that the conditioners helped maintain the integrity of their hair color.Many felt t

17、he products prevented fading and addressed issues of color-related damage.Users also noted that the conditioners kept blonde or bleached color from turning brassy.In the US,48%of consumers are interested in trying and would pay more for at-home hair color products or color services that have have sc

18、alp care benefits.TakeawayThere is a significant amount of maintenance required for color treated hair.Color preservation is a key element,but hair health also plays an equally as important role.Brands have the opportunity to layer wellness benefits on top of color specific claims to address a full

19、gambit of hair concerns.Redken Blondage High BrightSource:RedkenRedkenWhat beauty brands need to knowPOSITIVE BRAND REVIEWS*REDKEN CONDITIONER KEY WORDS INCLUDE“color treat”help keep”color lasts long”88%POSITIVE CONDITIONER REVIEWS81%7Consumers with naturally curly hair were drawn to Avedas curl-foc

20、used hair styling products.Many discussed the struggles of finding products that work well with curls and frizz.Users felt the products moisturized and defined their curls,allowing it to hold its bounce and eliminating frizz.In the US,27%of consumers ages 25-34 are interested in trying customizable

21、haircare formats.TakeawayConsumers struggle to find products for their specific hair needs,especially those with curls.Creating customizable products that allow formulations to be altered in accordance to individual hair goals,will add incremental value to the category.Explore boosters as a way to m

22、aintain existing product lines while adding an element of personalization.Aveda Perfectly Sleek Plant-Powered Frizz Control Heat Styling CreamSource:AvedaAvedaWhat beauty brands need to knowPOSITIVE BRAND REVIEWS*AVEDA HAIR STYLING KEY WORDS INCLUDE“naturally curly”frizz”curly style prep”91%POSITIVE

23、 HAIR STYLING REVIEWS86%8Kerastase shoppers commented on the potency of the products,happily boasting that only a small amount of product is needed to achieve hair goals.Consumers also noted that some of the brands hair styling products provided them an all-in-one solution alleviating the need for m

24、ultiple products.In the US,51%of haircare shoppers say that they try to make their haircare routine as quick as possible.TakeawayThe volatile state of the economy drives consumers to closely examine their spending.Purchase decisions are based on products that maximize spend,whether it be in regards

25、to potency or added benefits.Brands that tie multiple benefits to a singular product will be deemed worthy of purchase.Kerastase Potentialiste Universal Defense SerumSource:KerastaseKerastaseWhat beauty brands need to knowPOSITIVE BRAND REVIEWS*KERASTASE HAIR STYLING REVIEW KEYWORDS INCLUDE“long tim

26、e”long way”small amount”80%POSITIVE HAIR STYLING REVIEWS79%9Bumble and bumble reviewers often commented on the protection and repair aspects of the brands hair treatments.Reviewers felt that the products left little residue on the hair,keeping it from becoming stiff and looking dirty.Shoppers specif

27、ically mentioned that their hair did not feel weighed-down post use.In the US,46%of consumers who use hair treatments look for products that repair damage and 36%for products that fight frizz.TakeawayConsumers are concerned with product buildup that results from treatments/protectants.“Invisible”tre

28、atments and those that can be easily worked into hair routines will be especially appealing.Anti-buildup claims will differentiate hair treatments on shelf.Bumble and bumble plumping maskSource:Bumble and bumble Bumble and bumbleWhat beauty brands need to knowPOSITIVE BRAND REVIEWS*BUMBLE AND BUMBLE

29、 HAIR TREATMENT KEYWORDS INCLUDE“heatprotect”look healthy”feel great”87%10Mintel recommendsProfessional haircare often comes with higher price tags.As consumers look for ways to justify spend and instill confidence in their purchases,they will turn to brands that sell travel-sized products as a mean

30、s of trialing.Additionally,brands can drive value and encourage experimentation with packaged product sets.Products that deliver against a singular haircare need are no longer good enough.Rather,consumers look to brands to develop products that have a dominant purpose but also layer-in additional we

31、llness-focused claims.Together,efficacy and added benefits will motivate consumers to shop in the professional space.Consumers shop for haircare products that deliver long-lasting results over successive days.Brands that focus on post-styling fragrance longevity and those that alleviate product buil

32、d-up will appeal to consumers interest in the end result.Incentivize full-sized purchases and brand loyaltyBuild wellness into specialized haircareUnderstand the aftermath11Delivered through four easy-to-use dashboards,youll receive a constant stream of online reviews,product and pricing data update

33、d weekly.Its also cleaned,consolidated and analyzed using data science and Mintels category expertise.REQUEST A DEMOOptimize your digital proposition and drive revenue growthKEYWORDS AND PHRASESUnderstand the keywords used by customers to describe products they buy.PRICING ANALYTICSMonitor changes i

34、n category,brand,unit and retailer as well as across four key price segments.COMPETITIVE LANDSCAPE Find out what your competitors are doing online and what customers are saying about them.CATEGORY RANKINGSee the most loved brands in your product category.CONSUMER SENTIMENTDive into detailed analysis

35、 of consumer reviews and product feedback.Interactive,fast and accurate.The smartest way to understand digital commerce.BEAUTY ECOMMERCE INTELLIGENCEMintel eCommerce Intelligence is a brand new online platform that delivers comprehensive data and analytics on the beauty eCommerce landscape in the Un

36、ited States.Providing actionable intelligence to help optimize your digital proposition and drive all-important revenue growth.About MintelMintel is the expert in what consumers want and why.As the worlds leading market intelligence agency,our analysis of consumers,markets,product innovation and com

37、petitive landscapes provides a unique perspective on global and local economies.Since 1972,our predictive analytics and expert recommendations have enabled our clients to make better business decisions faster.Our purpose is to help businesses and people grow.2022 Mintel Group Ltd.All rights reserved.