Consumers - Let's talk about you !

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Let’s talk about Your Behavior – Habits – Lifestyle – Practices – Trends – Tendency.

What kind of shampoo corresponds to you ?

How do you choose it ?

So many questions we can ask to better understand the market.

Customer’s profile and segmentation

Nowadays, we can admit that everybody uses shampoo. However there are some exceptions:

ß   Hairless people

ß   People who use shower gel to wash their hair (10% of the population according to a TNS-World panel study)

ß   People who don’t wash their hair (yes it still exists !)

Shampoo’s customers are separated into various segments according to:

ß    Gender

ß    Socio-economic status

ß    Demographic status

ß    Lifestyles (parents with young children, travelers, students, etc.)

ß    Education years  and purpose of the studies

ß    Purchases motivations (beauty, health, simple cleaning)

ß    Usage style, frequency

ß    Behavior face to health and beauty

Moreover consumers are affected by:

ß    Advertising

ß    Packaging (travel size, child proof, decorator bottle)

ß    Channels of distribution (specialty stores, supermarket, pharmacies)

ß    Discounts, samples, promotions

These criteria will influence different needs and expectations. The purchase of a shampoo can be totally different according to the customer profile. For instance Nevertheless,  some consumers take no importance of the shampoo they use. It is significant to highlight this point because they will not react by the same way than people who like taking care of their hair.

Customer need’s & benefits

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Contrary to popular belief, shampoo cannot permanently alter the natural style of your hair. It can at best temporarily improve its appearance.

You are really attentive to the product you use. Of course, washing and cleaning your hair is an important benefit. However companies have developed so many improvement for your hair: deep-cleansing, conditioning, anti-dandruff, color treated, frizzy, shiny, curly hair, wellness (indeed, the word “shampoo” comes from the Hindu word “champo” meaning “head massage”), dry shampoo, shampoo + hair conditioner, etc.

 

Is there too many choice of shampoo ?

As we can apparently noticed, there is many choice of shampoo in the shelves. Customers feel a little bit lost face to everyday’s innovations and news. That is why to fully satisfy you, a shampoo company must not promise you expectations too high than you thought. The main issue is to not disappoint you. However, when you are in a shelve we can notice that shampoo companies make every effort to attract the customer and the purchase.

We will talk later on about the emotion and how they can differentiate the brand in order to build brand equity.

SHAMPOO STORIES

Linda, 22 years old, student

“I am looking for innovation. The improvement that will make my hair different to others. I have long hair difficult to style, I used to spend many time in the bathroom to make them so remarkable… Therefore, once I perceive a new product in a shelve, I do not hesitate and try it immediately !”

Sandra, 29 years old, employee

“Take care of my hair has become a real pleasure for me. I make this moment special and authentic. I always choose a shampoo enjoyable : its smell, its texture, its properties have to make me feel better.”

Bastian, 27 years old, guitarist

“I really think that shampoo companies made an effort to improve men shampoos : more choices, more specificities, more brands… Personally, my shampoo answer to two crucial things : first get my hair clean, second get a great volume for my fine hair. Moreover I can use it every day without damaging them.”

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It is your turn to tell us your shampoo story.

Like them, feel free to explain your own experience!