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The Smoothening Shift: Women’s Haircare Aspirations and Brand Affinities
Research Objectives
Explore consumer understanding of the haircare category and its core elements
Understanding perceived skin and hair type
Product Repertoire: Perceived benefits of each product
Routine or regiment followed for personal care
Brands used among various categories and reasons for selection
Changes in brands preferred over the last few years and reasons thereof
Approach and Methodology
Focus Group Discussion
With 8 Respondents
120 minutes
At a central location
SAMPLE SIZE: 16 FGDs
MARKET: Delhi, Mumbai, Kolkata & Chennai
Target Group
Female
20-36 &27-32 years
SEC: A
Single and married
Student & Working Professional
Usership
All to be Hair Smoothening focused: All to state hair smoothening or frizzy hair/ flyaways as a concern and regularly use smoothening products like serum, anti frizz and smoothening products.
All to purchase beauty products from mass retailers.
Mix of haircare products users - TRESemmé, Clinic Plus, Sunsilk, Dove, Indulekha, Loreal, H&S, Dabur Vatika, Mama Earth, Pantene, Patanjali, Chik, Kesh King, Himalaya
All must be engaged and passionate about beauty
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