Member Research: Coming Clean: the Global Haircare Report

Captify and Publicis Media have partnered to uncover game-changing trends that are redefining the global beauty industry in 2019 and beyond.

FMCG brands are confronted with unique challenges as they enter an age of decreasing brand loyalty, growth in the direct-to-consumer market and consumer demand for personalisation.

Through analysis of 491 million on-site global haircare searches, the report reveals must-have insights for FMCG marketers, brands and agencies, unlocking the true intent behind consumer behaviour and the path to purchase.

Killer trends and actionable insights revealed in the report:

1. Power of DTC brands – discover the unforeseen disruptor brand commanding the highest share of haircare searches, beating legacy brands such as Pantene and Garnier
2. Under the influence – explore the top haircare influencers that consumers are proactively searching around, plus the real impact of influencer campaigns on brand uplift
3. Moments that matter – uncover pivotal events that spark surges in haircare searches and those that don’t, despite huge investment from haircare brands

If you would like to find out more about the report, you can visit Captify here.