In part 2 of our Hair Care case study our ps talk about routines, brands and colourants

1. Haircare Part 2
A case study using online
qualitative platform MRQual

2. Methodology
Online qualitative: 3 day bulletin board
May 2012
N=22
All mums aged between 30-45
£20 incentive

3. 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

4. Has your hair changed since
having kids?
YES NO
7 12
Thicker
Thinner
Greyer
Baby hair

5. 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

6. Brands used*
*Size of text reflects number of mentions

7. 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
usually try out a changing the brand is
different shampoo and good for my hair. It also
depends on promotions
conditioner every
in store.
time I buy a new one.

8. To dye or not to dye?
no
yes

9. Attitudes to Colourants
I swear by Nice'n'Easy. It's I dye my hair dark brown,
usually on offer, has great due to the increasing
grey coverage and looks number of grey hairs
natural. (brought on by parenthood,
I'm sure)!
I get highlights every 3
if I had the time I'd love to
months - I wait until the
be blonder.....bit scared to
point of desperate due to
start as I think you have to
the cost. I have boring
keep on doing it every few
mousey brown hair so I
weeks and I darent commit
think it looks dull if I don't
to that!!!
put highlights in

10. Cost of salon colourants puts some off, whilst
others prefer a more professional result
I have it done at a salon These days times is of the essence and
about every 4 months. Saves it is a lot easier to just do it at home. If I
making a mess at home! 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
[dyed it]a few weeks back with John
necessarily the same colour every time.
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
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 Initially got it done at a salon but have
me time! started using john freida dye as it's just
as good and a hell of a lot cheaper.

11. Battle of the Bottles:
Fairly even split of
those opting for
brunette and those
for blonde

12. I used to go to a salon, but
since becoming friends with I dream of having my
a hair dresser I get her to do
it . I do miss the treat of
getting my hair done at the
A cut above… hair done. I used to
think of it as my right,
now it is a total luxury.
hairdressers
Periods between haircuts 50/50 split between salon vs
can vary anywhere getting a mobile hairdresser
between 6 weeks and 2 (mainly for convenience
years! Averaging around once had children)
3-6 months
Feel like a million dollars
once had hair cut
A luxury that even our
busy mums make time
for

13. …if you want any more info then
please contact:
camillavickerage@internetmr.com
richardclark@internetmr.com
01488 686050
@mrqual