P&G Hair Care Study

Procter &Gamble Hair Care Division Conducts First Ever Global Research Unveiling Stunning Results
51% Of Women Are Unsatisfied About Today’s Hair Care Products and 50% Are Misdiagnosed by Dermatologists

What is wrong with hair care? What women want –and need– to really obtain the desired-and apparently not attained- end look? What does it takes to have the hair they want? In an effort to answer these questions, expand its knowledge and provide greater solutions to the hair care industry, Procter & Gamble initiated an extensive research program unveiling surprising data about women’s hair care needs. Part of the problem lies with consumers’ knowledge base, how do they use a hair care product? What’s best for their hair type? How often should they use hair care products? Even dermatologists are struggling to come up with answers to these frequently asked questions, which leads to women being misdiagnosed. After compiling and evaluating all the research information, Procter & Gamble reached these astonishing figures:

• 51% of consumers are frustrated trying to find the product for their hair type
• 91% of consumers are looking for additional in-store information
• 58% of consumers believe that salon products are more effective

"After learning about these statistics and becoming aware of women’s concerns, we began to evaluate our own products so that we may step forward and begin working on a solution," said Louise Scott, Director of Research and Development. Women today are looking for the ultimate pampering experience, the opportunity of utilizing a hair care product in the comfort of their own home and attaining long lasting results, which leave their hair stronger and healthier. Why are women having too many bad hair days? The answers are wrong product versions, wrong types and wrong usage techniques. Included in this research was a study designed to understand the consumers and their hair care objectives. The study revealed the following:

• Version descriptors are preferred versus hair type because they represent the look consumers are trying to achieve. Consumers know what end-look they want but are often guessing about their own hair condition and texture.
• Hair type descriptors should not be used in addition to end-look descriptors because they are confusing and limit appeal of the versions.
• Broadly appealing benefits such as shine, nourishing, healthy, revitalizing, control and moisturizing cannot be used as version descriptors or descriptor aids because they confuse the consumer, which may lead to using the wrong product.

Getting their hair right is overwhelmingly the most important part of a woman’s morning routine and can affect her for the entire day. Over 90% of women claim that their hair is crucial, more crucial than choosing the right clothes. Yet over 70% of women are dissatisfied with the way their hair looks and feels at least once a week and most of these women do not achieve the look they want almost half the time due to wrong self diagnosis. "We understand that not all women have the same style, texture and color hair, there are many combinations which require different remedies," said Louise Scott, Director of Research and Development. "Creating new products with specific objectives with provide women with the look they want and feeling they need."

The first truly significant finding of the research showed that more than 40% of women are not completely satisfied with the results from their shampoo or conditioner. As shampooing and conditioning is the foundation of achieving the look you want. One of the most startling hair care findings ever, revealed that 50% of women have misdiagnosed their hair type; in other words, half of all women are using the wrong shampoo and conditioner. This leads to a variety of conditions such as loss of potential volume, lack of shine and hair feeling unmanageable. Research also showed that 60% of women feel that they lack the necessary knowledge to understand how to select and use styling products. This wrong diagnosis and confusing product names have led to women not getting the hair results they want.

As a result of this research and surprising findings, the Procter & Gamble Hair Care Division has been working on a line of products that will allow individuals with a range of hair types and colors to finally attain the look they want. These products will explain in detail and without confusion exactly what needs to be done, no doubts and no misdiagnosis. After internal studies, Procter & Gamble has already discovered that these soon to be released products will add volume, strength and nourishment to hair, hydrate molecules, increase shine and shape, transform your hair after the first day and most importantly improve its appearance by 60%.

Procter & Gamble believes in providing a solution to the above concerns and is dedicated to combining its research and development resources with its skilled scientists in order to achieve this goal.

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