Professional Documents
Culture Documents
While at the same time other beauty channels are evolving more positively, in
particular in the luxury sector and other taking care places have emerged
(spa, beauty salons, nail bars, …).
The qualitative research aims at exploring, amongst the 25-55 year old women
target group :
The research has been conducted in France, Germany, Italy and United States.
HAMBURG
48 FRANKFURT
NEW YORK
PARIS 50
50 CHICAGO
TOURS
DIJON 48 MILAN
ROME
196
women interviewed
A good mix of age (22-55 y.o.), hair color, hair type (straight, curled, wavy, natural, tinted,
streaked…), hair length
A good mix between home practices and in-salon practices
1/3 of women having bought at least once a professional product
Mix of women being faithful and unfaithful to their hairdressing salon
All women having a certain level of professional or social activity yet different activity levels and
life stages
The little time they take to take care of themselves should be « Today a woman’s life is
perfect and a real “me-moment”, an indulging and enjoyable hard : she should think as a
man, work like a horse and
experience, a reward
look like a young girl »
Hence the need for a very attentive service in personal care and (Germany)
beauty places, a service that should be centred on women
Women are free to wear their hair the way they want it: long
or short, tied or loose, etc. in most social circumstances
A woman is not necessarily defined by long hair anymore
(although long hair remains a strong attribute of femininity)
A woman can express her true self through her hair
Customization
« I want something
The wish to express one’s « uniqueness »
dedicated to me, that
will help me enhance
It accounts for the importance of customization and my own beauty»
tailor made requiring the help of a guide, an expert (Germany)
Natural Sculptural
beauty beauty
• Improve one’s nature • Transform one’s nature
• Beauty must be controlled to • Beauty must be mastered to the
look natural smallest details to reach
• Support one’s femininity perfection
• Celebrate one’s femininity
Bouncy
Strong
Soft
Healthy
No split ends
Thick
Shiny
Smooth fiber
Abundant hair
With volume
Long
« When I had my shingled hair style, men
would not look at me » (France)
« Just like in shampoo
advertisings » (FR)
Straight +
A uniform color
It accounts for the need for a personalized support with “The cut needs to be
personalized, we are all
professionals, technically skilled, yet able to listen and understand different” (Italy)
each woman
Hairdressing salon
= a « beauty place » potentially
really important for a woman,
where many things are at stake…
Nails care
« a more expensive « I would go for fake
hairdresser» (IT) nails » US
Perfumery « I would buy a
perfume » FR
Necessity,
Dream, aspirational,
sustainment, Beauty salon gratification
maintenance
Indispensable to maintain Creates desire,
oneself stimulates imagination
Nails care
Gym
Solarium
Hairdresser
Outward
For appearance
Immediate and visible benefit
Women an d t h e h ai rdresser – I nt ernat ional Synt hesis 4 count ries 23
As it shows in the beauty/care spots segmentation
Interior
For well-being
Necessity,
Dream, aspirational,
sustainment,
gratification
maintenance
SHAMPOO
BRUSHING
HAIRCUT
WELCOME
BRUSHING
TINTING
CARE
WELCOME
TINTING
SHAMPOO
-
HAIRCUT
FRANCE
+
+ ITALY
CARE
BRUSHING
SHAMPOO
HAIRCUT
CARE
TINTING
HAIRCUT
BRUSHING
WELCOME
WELCOME
SHAMPOO
TINTING
- -
Women an d t h e h ai rdresser – I nt ernat ional Synt hesis 4 count ries 29
1/ A place that is no longer adapted to women’s modern
lifestyle
In all countries, an even emotional experience in the hairdressing salon
GERMANY UNITED STATES
“They should not talk and should be “The one I used to go to, they did a
concentrated, a massage has to do scalp and neck massage. You just
with calm and silence.” GER want to go for a shampoo.” USA
“I feel bad, they always make my “That always feels so good, when
hair thinner.” GER somebody else washes your hair.
It’s always nice to get pampered.”
USA
FRANCE
ITALY
Personalization
Creators hairdressers
Hairdressers in
department stores Qualitative chains
Cheap chains
Standardisation
More implicit reasons
Women an d t h e h ai rdresser – I nt ernat ional Synt hesis 4 count ries 33
3/ A place that does not trigger desire
- An undisputed know-how on the blow-dry: hairdressers have the knack “I found out there's a lot of
of it and the results of a professional blow-dry cannot be reproduced at home technique in how they dry
your hair and the
equipment they use. I
- A recognized expertise on the haircut, thought to be the heart of the didn't realize they take a
whole class just on blow
hairdressing profession, yet the feeling they do it in too « academic» a way,
drying.” – US-Chicago
with a systematic application of techniques learnt at school and a deficit of
personalization at two levels
The hairdresser himself does not emphasize enough his unique knack, his
own specific techniques
The hairdresser does not get inspiration from the woman herself : he takes
into account his own capacities and tastes rather than the woman’s wishes,
hopes and personality
- re. the other steps, the absence of a real perceived added value in the salon
- no expertise seems to be required for the shampoo and care steps, a perception that
can be explained by different factors :
- junior hairdressers in charge of these steps
- no emphasis of the gestures/rituals (impact of massage on scalp health
massage, appearance of hair, reinforcing of product action?...)
- no comments, explanations about the products that are used hence women
challenge the care skills and the personalization of the care provided
- the only real perceived added value by women of the shampoo and care step in
salon vs. at home is related to the well-being provided by the massage and the
relaxation on the massage chair, the head in the warm towel (US ++)
Retail products fail to convince women for 3 main „The effect of the products is the
same as with regular products
reasons: they just smell better.”
Retail products that fail to convince women for 3 main On Bumble and Bumble brand
shampoo: “It’s okay, but it’s so
reasons expensive, it’s not really worth it.
It’s not that great. In other words, it’s
3/ Few concrete arguments that would prove and strengthen not that great that I have to buy it.” –
US New York City
the professional difference
By the hairdressers
Few communications on the brands they use
An approach focused on the « good quality » of the products,
without any other information about the brand and its universe
« My hairdresser used to use
(vs. beauty salon) LP, now she uses an italian
brand, I am not quite sure
By the brands themselves anymore, but she said this
brand also provides good
Professional brands that did not establish a « beauty » products. » (France)
emotional territory (vs. Skincare in selective channels)
Professional brands that do not have their own range of
hairdressing salons (vs. beauty salons) allowing them to convey
their vision of beauty, of hair and of women
Hairdresser
Nails care
Gym « Talk to me about beauty!
Solarium How I can become more
beautiful !» (France)
Hairdresser
Exterior
For appearance
Levers to activate:
Emotional safety
and empathy
Sensation of emotional safety
(feel confident, feel good about
More holistic individual oneself) and self esteem
consultation
Hair diagnostic /
technical consultation Technic as an indispensable
foundation: the visible proof of
professionalism (advice,
Technical know-how and skill
techniques, products…)
Hair, the zone of the body where lie all desires and the
strongest projections
…the only part that women can hope to glorify like our icons;
the only part that women can hope will stay forever young