Hair plays large role in middle-aged consumers’ self-perception, reports HairRx
In a new report released by HairRx in which 1,000 women between the ages of 30 to 60 years old were surveyed, it appears that hair overwhelmingly influences the way middle-aged women feel about themselves. In the study titled, HairRx Middle-Aged Hair Care Report, nearly 80% of those who participated admitted to having their personal outlook influenced by their hair.
When feeling confident about their hair, 39% admitted to feeling prettier, 37% were more confident, 21% said they felt happier and 21% admitted that hair does not affect their overall mood.
The report by the Philadelphia-based company also revealed:
- Most women ages 30 to 60 years old said they are not happy with their hair;
- Nearly 80% indicated that their hair can influence the way they feel about themselves, and more women want their hair to help them feel prettier and/or more confident;
- More than 50% said they spend less than 15 minutes on their hair each day;
- Scent is a priority, with about 83% stating that scent is either somewhat important or very important to them; and
- 61% prefer to buy shampoos and conditioners that are customized to address their personal hair care goals.
When it came to addressing what each woman wanted to achieve with their locks, the top-five categories were strengthening, taming frizz, protecting color, reducing dryness and increasing volume.
“The HairRx Hair Care Report provides a glimpse into the mindset of middle-aged women who reveal just how much their hair care products affect their personal outlook, and their preference for customized shampoos and conditioners to fulfill that need,” Ellen Langas, Co-CEO of ProfilePro, the parent company of HairRx, said. “We constantly invite customer feedback and utilize survey results like this so we can provide the ultimate customization experience.”
RangeMe Verified brands debut on product discovery platform
Online product discovery platform RangeMe has introduced a new premium service. The San Francisco-based company has launched RangeMe Verified brands, a premium service that it said will allow buyers to more quickly identify market-ready products and businesses, while giving suppliers an opportunity for increased visibility.
“Getting a product on store shelves can be a challenging task for both the buyer and the supplier, but it doesn’t have to be,” said Nicky Jackson, founder and CEO of RangeMe, which was acquired by ECRM earlier this year. “By launching RangeMe Verified brands we are defining a new industry measure for product sourcing, as well as creating increased opportunities for both suppliers and buyers.”
The company said that RangeMe Verified brands can reduce the time it takes to source a product. To develop the offering, RangeMe said it worked with retailers to get a sense of the criteria they want suppliers to meet to reassure buyers that they’re sourcing the best products — including high-quality images, insurance, barcodes and nutrition labels, among other offerings.
“In order to keep up with consumer demand and stay competitive in our industry's fastest moving and most innovative category, we need the ability to onboard on-trend brands quickly and efficiently,” said Sarah Groves, a buyer for natural and organic foods at Southeastern Grocers. “RangeMe Verified brands help streamline our category review process by making it easy to identify high-quality manufacturers that are ready to do business now.”
Verified brands and products will show up in RangeMe’s platform with a badge that RangeMe said will make the offerings stand out, as well as ensure appearance in advanced searches that filter out non-verified brands. Overall, RangeMe said the offering can give verified brands up to seven times more visibility than companies that aren’t verified.
“Being a RangeMe Verified brand has absolutely changed how retail buyers view and discover my products,” Snowflakes Candy founder Kenney Joyal said. “In a short time, I have been able to leverage the opportunities created on RangeMe to launch with three retailers, including Hy-Vee.”
RangeMe launched in 2015, adding more than 95,000 brands to its platform since then and adding such retail clients as Ahold USA, Albertsons, Southeastern Grocers, Rite Aid and Vitamin Shoppe. ECRM acquired RangeMe in June.
Sephora sees substantial gains owed to Rihanna’s Fenty Beauty launch
Sephora has seen some significant gains within the past year, and according to YouGov BrandIndex it may all be due to the launch of Rihanna and her Fenty Beauty line. The beauty retailer launched the “Diamonds” singer’s cosmetics venture earlier this year and in late November, made itself one of the few locations where the brand’s highly-coveted red lipstick, Stunna, would be available for purchase.
The Paris-based and LVHM owned retailer also had a significant amount of growth in its perception during the first 11 months of the year, according to metrics uncovered from the research. Four categories in which major improvement was seen include: buzz, quality, impression and word of mouth.
Though it was a fifth category where Sephora persevered in a resilient way, which was through purchase consideration. YouGov BrandInex reports that the number of consumers who admitted to considering shopping at the retailer for their next beauty purchase rose from 15% to 24% — the highest it’s been in a year.
The second-largest change in metrics came from October to November, where word of mouth increased to 17% between women aged 18 years old and older. Among the launch from the “Work” singer, Sephora had other notable collaborations with big names within the beauty industry, including Kat von D, which seem to have influenced these changes.
Using big names to draw in consumers is a tactic that’s been on the rise with many other notable beauty brands. SinfulColors recently named actress Vanessa Hudgens as global color collaborator, L’Oréal Paris recruited actress Aja Naomi King as a spokesperson and CoverGirl launched a new line of lipsticks with actress and writer Issa Rae, among other notable faces in both television and film.