Part 1 of a 3 part case study looking at the modern mums attitude to their hair, celebrity hair and new products

1. Haircare Part 1
A case study using online
qualitative platform MRQual

2. Methodology
Online qualitative: 3 day bulletin board
May 2012
N=22
All mums aged between 30-45
£20 incentive

3. Hair insights
• Even though skincare products & usage changed
since childbirth, our mums always do the hair
essentials – freshly washed hair being a simple way
to show the world you are ready to face the day
• Small amount of loyalty but amongst a pool of brands
with many opting simply for what is on offer within
that pool
• Mums often feel distressed by their hair unless it has
just been cut or recently styled
• Haircuts are a treasured luxury for our mums, one
that they make time for
• Themes of luxury & pampering running through the
discussion
• Price promotion is an integral part of this category –
whether shampoo, conditioner, styling or colourants

4. We asked people to describe
their hair in 3 words…
Boring, Mousey, Straight, fine, Blonde, long,
Needs-a-good-cut bottle-blonde thick
Highlighted, long,
Unpredictable, Long, brown,
fairly-good-
mousy, frizzy straight
condition
Highlighted, dry, Brilliant brunette Big, dark and
uncontrolled (not!) outta-control!

5. Overall our mums have v. different feelings
about their hair but all want a maintenance
free style
Generally Generally
finer likes dislikes thicker
easy as it’s straight
Loses shape after really, really thick
easy to manage
styling post-baby
straightening greying have to blow dry or
grows quickly so can
cover up any dodgy tie it back
getting it dyed blow-drying
hair-restyles
Used to be v. fine but half way between
shiny
thicker since post- curly & straight
baby
good condition
post-baby turned it
flexible long spending money on curly & thick
high-lighting

6. Hair facts
Thickness Type
Fine 8 Oily 4
Medium 6 Medium 13
Thick 7 Dry 3
Condition Length
Good 14 Short 2
Ok 7 Medium 9
Bad 0 Long 8
Out of n=22

7. Celebrity Hair Idols
Jennifer Aniston Kate Middleton Cheryl Cole Rachel Bilson Gwyneth Paltrow
5 mentions 4 mentions 3 mentions 2 mentions 2 mentions
Daisy Lowe Alexa Chung Zooey Deschanel Claudia Schiffer Dawn French January Jones
1 mention 1 mention 1 mention 1 mention 1 mention 1 mention
*These are the actual images the participants linked to when asked “Who is your celebrity hair idol?”

8. Why did people choose their
Celebrity hair idol?
• Numerous mentions of natural,
healthy looking, luxurious hair
• Being able to do “anything with it”
• People tended to favour their own natural
colour type e.g. brunettes favouring
brunettes and blondes favouring
blondes

9. …if you want any more info then
please contact:
camillavickerage@internetmr.com
richardclark@internetmr.com
01488 686050
@mrqual