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Tresses to impress: Exploring Australian hair care, attitudes, and habits among Australians.



It’s no secret Australians invest heavily in personal care, especially when it comes to paying attention to their locks. Throughout history and society, hair has held significant cultural and social meaning, with haircare being a key player in shaping our self-expression and feelings of empowerment.

But like any self-care routine, hair care is deeply personal. Just what are Australians doing to look after their hair, and how do we feel towards hair? We surveyed 1031 Australian adults to explore their habits and attitudes towards haircare, with expert commentary from Kérastase’s National Education Manager, Andrea Bryceland to provide insights into these topics.

THE CONFIDENCE GAP:
HAIR’S IMPACT ON OUR SELF-ESTEEM AND CONFIDENCE IN OUR ROUTINES

It’s no surprise that hair can have an impact on how we feel when we step out the door. And 72% of Australians agree, reporting that the ‘perfect hair day’ increases their confidence.

Andrea Bryceland, National Education Manager explains:
“Our hair can significantly impact our emotions and self-esteem.
A great hair day, or a new hairstyle, can boost our confidence, whereas a bad hair day can impact how we feel about ourselves.
We have an emotional connection to our hair, stemming from our desire to look and feel our best.”


Among the 72%, Gen Zs and Millennials are the most likely to say that having a ‘perfect hair day’ affects their level of confidence for the day. 90% of Gen Z and 84% of Millennials say the ‘perfect hair day’ increases their confidence versus 73% of Gen X and just 52% of Boomers. When it comes to gender, 79% of women, believe the ‘perfect hair day’ increases their confidence, compared to 65% of men.

Yet, when it comes to confidence in our hair products to achieve the results we want, the results fall short. Less than half of us are extremely confident that the hair care products we use are right for us.

Out of the 42%, the most confident in their haircare routine are Boomers (53%) followed by Gen X (39%) and Millennials (39%). Despite reporting hair having the biggest impact on their confidence, Gen Zs rank the lowest in confidence in their haircare routine (30%).

Andrea Bryceland, National Education Manager explains:
“Choosing the right hair care products can be confusing because every individual's hair type, texture, and needs are unique. With the abundance of products and advice available, individuals may experience confusion in deciding what’s best for them. This can make it challenging to find products that truly work for their specific hair type and needs. With so many options available, it's essential to understand the root causes of your hair care concerns, and what works best for your specific hair characteristics therefore regular analysis will ensure you are using the correct product for your hair type.”



THE HAIR-CARE FACTOR:
ROUTINES AND BUYING HABITS

When taking a peek at our bathroom counters, on average, Australians have 4 different hair care products in the bathroom.
When examining product ownership and gender, men own slightly less product (3.1 products on average) compared to women (4.8 products on average).

Gen Z and Millennials are more likely to own more haircare products (4.5 and 4.7) while Boomers own the least (3.1). Additionally, Gen Z and Millennials are more likely to incorporate specialty products into their haircare routine, such as hair oils and serums, treatments, and heat protectants, compared to Gen X and Boomers.

Andrea Bryceland, National Education Manager explains:
“Platforms like Instagram, TikTok, and YouTube feature beauty influencers and celebrities who promote a wide range of hair care products, styles, and routines, encouraging younger audiences to experiment more with new styles and colours.
This increased awareness about hair health and the availability of information online encourages younger people to use products designed for specific hair needs.”


When it comes to where Australians are purchasing their haircare products, Gen Z are the least likely to purchase from supermarkets. 76% of Gen X and 77% of Boomers say they typically purchase their hair care products at the supermarket, compared to only 56% of Gen Z. Instead, Gen Zs are the demographic to be most likely to purchase direct from retailers (18%), at a salon (14%), or from an online beauty outlet (13%).

On average, Australians are likely to spend over $200 dollars a year on haircare. It's no surprise that Millennial and Gen Zs rank as top spenders, clocking in an annual spend of $271 and $254, respectively, on hair care.

Andrea Bryceland, National Education Manager explains:
“Gen Z and Millennials are known for frequently changing their looks, which requires maintaining hair health through products designed for coloured, lightened, or excessive heat styling. Frequent experimentation often leads to increased spend on both specialty products and salon services.”
“These trends also mark a shift in generations. Gen Z and Millennials’ emphasis on hair could also reflect the embracing of haircare as a vital part of self-care. This reflects the broader societal shift towards wellness and self-expression. For both generations, taking care of their hair goes beyond mere aesthetics; it is a form of self-love. Engaging in hair care rituals can create a sensorial and relaxing experience, offering a therapeutic escape."

AUSTRALIA’S NUMBER 1 HAIR CONCERNS

To gain a better understanding of Australia’s hair issues,
respondents were asked to rank their leading haircare concern.

The top hair concerns that ranked #1 for Australians include:

43% hair loss or thinning hair
34% dandruff
29% grey hairs
25% frizzy hair
23% dry scalp

We pivoted to see how Australians remedy these concerns by asking what they look for in haircare products.

Top qualities that Australians look for in haircare products include:

52% moisturising
39% natural ingredients
38% hair strengthening
36% scalp care / dandruff
24% reducing frizz
24% split ends and breakage



It’s clear Australians know what their concerns are, and what they need to look for when it comes to finding a solution to their concerns. But what about awareness in identifying the root cause of our issues?

We asked Australians about their awareness in when it comes to damage causing factors. The top three factors that Australian were aware of include stress (56%), heat damage (49%), and poor diet (46%).

Andrea Bryceland, National Education Manager explains:
“Despite the widespread emphasis on hair appearance and styling, awareness of hair damage often ranks low among consumers. Being unsure of what causes damage to your hair can lead to long-term issues. However, these issues could be mitigated with proper care, knowledge, and education.”

The factors that Australians were least aware of causing damage include:
27% hard water damage
13% mineral build up
10% calcium build up

What is hard water and calcium build up?

When Australians turn on the tap for a glass of water, we probably aren’t thinking about what’s in our water unless the look or taste is impacted.

Water hardness is determined by the level of naturally occurring calcium and magnesium in the water and can be an unexpected cause of hair symptoms such as breakage and frizz. Depending on where you live in Australia, water hardness may vary.

Andrea Bryceland, National Education Manager explains:
“If you look around your bathroom and kitchen, you may occasionally notice coloured deposits. few white specks on the tap or shower. Hard water can leave white or coloured deposits on hard surfaces, which causes scaling problems. Our hair is not immune to hard water and can lead to issues like dryness, brittleness, and dullness of the hair.
When hair gets damaged, whether it’s from heat, chemical treatments, or general wear, the calcium in hard water can negatively impact the appearance of your hair. This means consumers are spending more of their hard-earned dollars, while being unaware of the hidden damage caused by calcium and minerals in our water.”


So, how do we get rid of calcium build up?

Andrea Bryceland, National Education Manager says:
“The best way to reduce calcium build up is by incorporating clarifying treatments into your haircare routine. Our research findings showed that only 12% of Australians look for clarifying properties in their hair care, and only 6% are looking for calcium damage repair.
"Kérastase’s new Premiere collection is tailored for all types of damaged hair. This professional-grade and sulfate-free collection contains citric acid which deeply eliminates excess calcium which neutralises the dullness and stiffness of hair. Once the calcium is removed, glycine will dramatically reduce breakage. This collection also utilises peptides which will create smoothness and softness.”


To find out more about Kérastase’s Premiere Collection, specifically formulated to decalcify and repair, visit here.



Methodology: In May 2024, we surveyed 2009 Australians 18+ on their attitudes and habits around hair and haircare. Respondents are nationally representative by age, gender, and location. The results were split by total population gender, age, and location.

What Products to Use to Avoid HardWater Damages?

Did you know, damaged hair absorbs 3x more calcium than healthy hair?
That’s where the new hair strengthening range, Première, comes in, as it has been specifically formulated to decalcify your hair fibers using citric acid and glycine – giving your hair a mineral detox.

How Water Can Damage Hair

The Kérastase Première Concentré Décalcifiant Ultra Réparateur boasts the highest percentages of each ingredient: 3% citric acid to eliminate the calcium buildup, neutralizing dullness and stiffness. Added to that is 5% glycine, an amino acid, that penetrates the hair to reconnect broken keratin links (caused by the calcium) to reduce breakage. The dual action repair, both outer and inner repair, can recreate 99%* of your hair’s original strength.


Sounds too good to be true - we know - but it’s not magic, it’s science. Find out how the Kérastase Première Concentré traps and eliminates the excess calcium with this experiment done by Edine Ahbich, Kérastase Scientific Director.

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