Clock That: Projecting the Haircare Purchasing Space

Amid the many shifts reshaping today’s retail landscape, SSI explores the modern consumer across generations—unpacking the who, how, where, and why behind each age group’s purchasing decisions and motivations. Understanding generational motivators and variances is key to tailoring strategies that resonate with each consumer segment and inspire action.

Wash & go styles are the most popular at the moment, this is unchanged from last year. Over a quarter of women wear a wash and go style either with no products or with the help of curl defining/styling products, though more often with the aid of styling products.

Most AA women say that they do not follow trends – suggesting women just go with the style they like best. Consumers are not just following what they believe to be trendy, instead choosing the styles they want to wear.

While consumers might be cutting back on non-essentials due to increased cost of living, haircare is not an area where consumers are fully cutting back. Just under half state they are spending less on haircare in light of cost-of-living increases. However, some consumers are changing their shopping behavior as a result of cost-of-living increases. In the face of cost-of-living pressures, consumers are looking for more ‘budget friendly’ brands and seeking out more discounts.