Shopper Insights

Shampoo Market Realities: Bridging the Gap Between Brand Claims and Consumer Chatter

Tresses in Distress

Rating the real impact on hair texture

Issue #21 Shampoo

The Insight

In the crowded shelves of hair care options, shampoo brands strive to shine, but it’s not just the glossy promises on the bottle catching consumer attention—it’s the delivery on the promise of improved hair texture. Our deep dive into consumer reviews of 51 shampoos revealed that 19.3% of all shampoo reviews highlight the impact of the product on their hair’s texture. TRESemme leads both in mentions and performance of the theme, with reviewers praising its texture-transforming talents and crowning it with an 4.33-star average rating.

Not all is silky smooth in the land of lather - Function of Beauty’s shampoos similarly over index on this theme but perform significantly weaker with a 3.83-star average rating. As a distressed reviewer put it, their wavy hair was left "brittle & dry," with some other users even experiencing hair loss.

Reviewing the data, an interesting case is playing out with Aussie. Only 16% of the brand’s shampoo reviews refer to hair texture yet it boasts a robust 4.22-star average. Digging deeper, Yogi found that other themes have a higher share-of-conversation among Aussie users such as product scent.

The Takeaway

Like a good hairstyle on a windy day, insight into the shampoo market must hold up under scrutiny. It's not enough to rinse and repeat old strategies; brands need to detangle the knots of consumer needs and their product's performance.

  1. Quality over quantity: Don't just count how often your product is mentioned; measure the satisfaction in those mentions. If your product is highly effective for hair texture like TRESemme, make that a centerpiece in your marketing.
  2. Use targeted AI tools to slice through the thick mass of data and pinpoint exact areas of improvement or promotion. Knowing that scent trumps texture for Aussie means their marketing can be more finely attuned to their audience's preferences.
  3. Finally, pay attention to the negative, even if they come from a vocal minority. If your product is causing more bad hair days than good, as in the case of Not Your Mother’s, it's time to reformulate your product before market sentiment frizzes out of control.