Gartner for Marketers Research

Insight Report September 27, 2019

Hair Care & Color US: Social Discovery Channels

As hair consumers mature, brands are looking to the rising purchasing power of the Gen Z population. This group relies on social media for product discovery, with 31% of consumers aged 18-29 having purchased products after first hearing about them through a social platform. Brands must develop complementary, but distinct, strategies for each of the largest social traffic drivers — Instagram, YouTube and Pinterest — in order to make the most of both brand-owned and influencer content.

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