The haircare segment is one of the most dynamic areas of the beauty industry. The complexity of product offerings influenced by geographic factors, social and cultural make haircare one of the most challenging industries for marketing professionals.
With beauty trends continuously changing in our digital age, it's far from easy for a large commerce company to stay up to date and continue developing the most innovative products. Each year, companies use desk research which brings in a multitude of information sources together and enables them to map out consumer trends all across the world. Although insights resulting from desk research create a rich cultural context, they lack a quantitative component. The focus had to be refined to discover how different insights complement each other to better understand the consumer and uncover trends. In order to find out how women communicate about hair and hairstyles on a visual level, an alternate research method was needed that validated insights into actionable solutions.
Dashmote understands the complexities associated with market and trend research. The aim was to provide companies in the beauty industry with a more data driven approach in identifying various hair style trends with supporting analytics.
The results were as follows:
+ real time trends to decide on marketing trends
+ improved decision making on product development