Gartner for Marketers Research

Insight Report August 20, 2019

Hair Care & Color US: Search Opportunities

As consumers have put their dollars behind ingredient-focused hair products, they’ve similarly changed their hair-focused search behavior. Search volumes for hair keywords mentioning ingredients grew 95% since the fourth quarter of 2015, with long-tail ingredient keyword strings like “sulfate paraben and silicone free hair products” seeing especially high growth. Moreover, upper-funnel education keyword strings (e.g., “how long does semi-permanent hair dye last”) grew 15% during the same period. With search interest rising for both ingredient terms and upper-funnel education queries in care, color and styling, brands must learn how to cater to an increasingly intelligent consumer in search.

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