[INSIGHTS REPORT] Influencers Don’t Influence Parents Buying Hair and Beauty Products

We asked parents to tell us their views and to give us feedback on what is important to them when it comes to buying beauty and haircare products, what influences them, where they buy products and what their thoughts are on different beauty and hair brands. Read on to find out more about Insights into Parents and Buying Hair and Beauty Products and to download our free report.

Would you like business-transforming insights for your brand? Use our tailored panels of engaged parents and our dedicated private platform to gather critical insights to help your decision making and activate customers. Contact us now to find how we can help.

This month’s Insights report gives feedback from parents and insights into their views on buying hair and beauty products. To gather this, we carried out an online survey as well as an online focus group.

Key Insights from Parents on Buying Hair and Beauty Products

To gather this insight we ran an online survey on Mykidstime.com in January 2021 with 188 responses from parents and an indepth insights panel carried out on our ParentsandBrands private platform in January 2021 with 15 panel participants.

Key Insights

56% of parents say price promotion i.e. 33% off is their preferred special offer on hair and beauty purchases.

These were the top factors influencing the decision to buy a new hair or beauty product:

1. It’s a brand I know and trust
2. Price
3. Recommended by a friend/family member
4. Saw it where I usually shop
5. It’s won an award

Surprisingly, Influencers recommending a product ranked 11th as influencing Mums’ decisions to purchase a particular brand or product.

Only 7% currently get a hair or beauty monthly subscription while 45% said they were interested in a subscription option.

A Selection of the Feedback from Parents

“I want a product that will do the job that I need it to do. I am happy to pay a little more if it minimises the tangles in my daughter’s hair and that the product I choose keeps my own hair healthy.”

“I love to try new things but usually go back to a mix of what I know and love, usually strongly influenced when I have a facial or visit the hairdresser and things are suggested.”

“The most important thing is I feel confident that it will deliver what it says and it is clear on the benefits. I want to see a high SPF in products. This so important for everyone, especially teenagers. There needs to be more education on what do and how to use skin creams.”

Key Recommendations for Brands

• Samples are a great way for people to try your products, are there innovative ways you can get these out to Mums to help drive sales.
• Parents will pick up haircare products with their weekly shop but prefer specialist stores for beauty products. Consider where you list your products to meet the demand there.
• Are there brand extensions you could consider that tie in with your existing range to grow your market share?

Download Our Free Insights Report

For more recommendations, survey results and in-depth insights, download our free insights report on Parents and Buying Hair & Beauty Products.

In the report you’ll get key stats, insights and recommendations to use for your brand.

Would you like business-transforming insights from parents for your business? Use our tailored panels of engaged parents and our dedicated private platform to gather critical insights to help influence consumers to deliver long term profitability. Contact us now to find how we can help.