FACTS ABOUT U.S. HAIR COLOR USAGE
Salons traditionally have held a negative attitude toward the home hair color market, believing it takes business away from them. Now, new consumer research from P&G Beauty clearly reveals that the psychographic (personality) and demographic (financial and lifestyle) differences between exclusively salon and exclusively home color users make it unlikely that either would switch their coloring regimen.
According to a 2005 P&G Beauty Survey among 2,000 women aged 15-75, 65 percent had colored their hair in the past 12 months. Of that 65 percent, 52 percent said they exclusively color their hair at home; 28 percent exclusively have their hair colored in a salon; and 20 percent fall into an interesting category P&G Beauty calls the “Dualist,” women who get their hair colored in the salon and also color their hair at home.
Color User Overview
Salon Color Users fall into a higher socio-economic profile than either Home Color or Dualists. They are more likely to be married and employed full time. Almost half of Salon Users are suburbanites vs. fewer than a third of Home Users, who are more likely to live either in an urban or a rural area.
Salon Users also tend to be older and wealthier. More than two-thirds are ages 35-75. They look to their salon colorist for more than gray coverage, as they see themselves as self-confident, trend-setting leaders. With more disposable income, more likely to be career-minded and to view hair color as part of their professional look, these are loyal and dedicated salon clients.
Salon User Carolyn with her colorist Mike.
The Salon User appears to be committed to coloring at a salon. On average, she has done so for more than four years. Attitudinally, the Salon user sees herself as being very different from a Home User. She describes herself as fashionable, successful, career-minded. Her view of Home Color Users includes such descriptions as “homebody,” “old-fashioned,” “natural/down-to-earth” and “younger.”
The Salon User wants the “3 Cs”—Convenience, Customization and Consistency of results—in exchange for her loyalty patronage. She’s not concerned about what brand her colorist uses, as she trusts her professional expertise. They see themselves as well-groomed, sophisticated and stylish. Appealing to these traits and adding a little more pampering will create positive results in a salon’s color revenue.
Home Users are more likely to be younger (about 40 percent are ages 15-34); after 59 years of age, home color usage tends to decline. At-home color usage is higher among Latinas and lower among African-Americans.