In this article, we focus on hair care products and how bad hair days affect self-confidence among Romanian women. The research consisted of an online survey conducted on our platform www.questia.ro which was active between March 27th and March 28th 2018. The survey covered 500 female respondents, with a +/- 4% margin of error when reported to the Romanian online population.

Overview

The objective of this study was to study if Romanian women’s self-confidence is affected by their bad hair days. Numerous studies have been conducted on this topic and the result is that people’s self-esteem is higher when their hair is well-tamed.

According to the “Is your self-esteem higher when your hair is well-tamed?” research conducted by Focus Pointe Global’s research, 99.0% of women said they feel more confident when they are having a good hair day.

Researchers at Yale University also found that “bad hair days” impact self-esteem, increase self-doubt and a higher likelihood for personal criticism. Dr. Marianne LaFrance, Professor of Psychology and Professor of Women’s and Gender Studies at Yale University states that “Individuals perceive their capabilities to be significantly lower than others when experiencing bad hair.” Women reported to experiencing more feelings of shame and embarrassment while men reported lower confidence and increased nervousness.

According to Business Insider, hair care is becoming more and more prominent nowadays due to an increasing demand worldwide. The types of products available on the market are shampoo, hair color, hair conditioner, hair styling products and hair oil. Consequently, the rise in male grooming products is also showing a mark across the globe, especially in the hair color market. A series of leading players are key factors in shaping the market’s demands, like: Procter & Gamble Co., (Ohio, U.S.), L’Oréal S.A. (Clichy, France), Unilever plc (London), Revlon, Inc. (New York, U.S.), Avon Products Inc. (New York, U.S.), Aveda Corporation (Minneapolis, U.S.), Neutrogena Corporation (Los Angeles, U.S.), Amka Products (Pty) Ltd. (Sunderland Ridge, South Africa) and Combe Incorporated (New York, U.S.) among others.

Inkwood Research’s study shows that L’Oréal is considered to be the world’s greatest beauty organization, with research areas in beautifying agents for healthy skin, hair color, aromas, sun block protection, make-up and hair care.

In 2017, the global haircare market was estimated to be worth around 85.52 billion, with increasing expectations of USD 106.57 billion by the end of 2023, as the Industry Report from Mordor Intelligence suggests. Thus, during the forecast period of 2018-2023, a CAGR of 3.69% is expected to be recorded. With more than 54% of the population falling in the age group of 20-65 years, there are reasons to believe that a major amount of people is getting to be more and more concerned about aging effects.

Statista, on the other hand, projects the size of the global haircare market to be worth of 99.7 billion U.S. dollars in 2023 and 102.28 billion U.S. dollars by 2024.

The latest report coming from Transparency Market Research (TMR) claimed that the increasing cases of baldness and growing trend of hair color are two of the primary factors driving the global market for hair care. Consumers are now exposed to various colors and therefore extend the demand for hair color, besides consistent demand from the aging population who invariably suffer from grey hair issues. The report also expects the demand for products with organic ingredients to experience a surge in demand, which is a reflection of consumer’s perception of organic products to be less harmful to skin and hair.

Some of the most common problems regarding hair care reported by Persistence Market Research include split ends, rough, weak, dull and dehydrated hair. The Northern American continent still leads the global haircare market, followed closely by Europe. The highest demand is due to the increasing hair damaging factors, product innovations, as well as an increasing need for natural and organic hair care products. The emerging economy, improvement in living standards, rising hygiene awareness are all key factors in influencing a high growth rate in various regions. Asia happens to show all signs of meeting these factors, leaving room for an increase in hair care products demand.

Below, we present some data to shed some light on these trends.

Results

When asked about the extent to which their hair shape affects their confidence, most women responded they are influenced to a great and very great extent (84.2%) by the way it looks like, stating that their self-confidence is affected when their hair is in a bad shape.

The frequency for using hair care products is quite high, with more than a quarter (27.2%) who use them more than 4 times a week and more than a half (54.8%) who use them 2 or 3 times a week. As you might have guessed, we now have proof that not even one single woman said she does not use haircare products at all.

The data shows that 94.0% of females use at least one styling tool or product at least once a week. The most used hair styling appliances are the hair dryer (80.0%) and the hair straightener (42.7%). This pattern is also present in Focus Pointe Global’s study where the hairdryer is used at least once a week by 70.0% of respondents and the straightening iron by 53.0%.

Shampoo (95.8%) and hair balm/ conditioner (75.6%) are the most used haircare products, thus confirming previous studies. Focus Pointe Global also reports that in their study, most respondents use a shampoo (98.0%) and/or a conditioner (96.0%).

According to Transparency Market Research, the shampoo segment accounts for the dominant share in the hair care market, registering 30.9% share in 2015. In the Global Hair Care Market 2017-2025 Forecast done by Inkwood Research, shampoos are anticipated to double their market value, remaining the dominant product for this industry.

Women tend to use hair care products for various reasons, from which the most popular are shine (58.7%), volume (58.3%) and the removal of split ends (51.7%).

We then asked our respondents which factors influence their hair product purchases. The most influential factor is the brand with 69.5% of females stating their haircare products purchases are influenced by brand. Other important purchasing factors are the ingredients used in the manufacturing of the product (58.5%) and the price (57.9%). Only 6.4% of respondents buy hair products because some celebrities recommended them on their social media accounts and/or TV.

We’ve seen above that price is the third criteria that influences the decision of buying. More than three quarters (75.6%) of Romanian women spend 100 RON or less on a monthly basis on haircare products.

Hair color never goes out of trend. Actually, there are some theories that state that there is a profound psychological implication of the process of dying your hair. According to Marie Claire, “Hair color is an identity—when you change it, you can become a different person”.

Our data shows that 71.7% of Romanian women choose to dye their hair.

When asked about the way they dye their hair, more than half of the respondents (52.1%) said they are dyeing it by themselves and more than a quarter (25.6%) have a member of the family who does it for them. Only 22.0% of women prefer to go to a professional salon.

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