Table of Contents
Executive Summary
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- Overview
- The market
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- Figure 1: Total US sales and fan chart forecast of shampoo, conditioner, and hairstyling products, at current prices, 2008-18
- Market factors
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- Figure 2: University of Michigan’s index of consumer sentiment (ICS), 2007-14
- Segment performance
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- Figure 3: Total US retail sales of shampoo, conditioner, and hairstyling products, by segment, at current prices, 2011 and 2013
- The consumer
- Haircare basics used by the majority of consumers, while penetration of specialty products is relatively low
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- Figure 4: Product usage, January 2014
- Shoppers seek different benefits depending on product type
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- Figure 5: Top five benefits sought, listed in accordance with shampoo and conditioner rankings, January 2014
- Fragrance is important to haircare consumers, regardless of product type
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- Figure 6: Top five claims, listed in accordance with shampoo and conditioner rankings, January 2014
- Consumers interested in hair health, multiple-benefit products
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- Figure 7: Any interest in top five new forms, January 2014
- What we think
Issues and Insights
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- How can brands improve sales in the struggling hairstyling segments?
- The issues
- The implications: Continue to engage men, focus on multiple benefits
- What opportunities are there to better engage an aging population?
- The issues
- The implications: Reinforce benefits such as shine and volume, increase awareness
- How can brands increase usage of hair treatments?
- The issues
- The implications: Target men, customized offerings
Trend Applications
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- Trend: Retire for Hire
- Trend: Prepare for the Worst
- Trend: Transumers
Market Size and Forecast
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- Key points
- Growth in the mature haircare market is slow, yet steady
- Steady growth expected to continue through 2018
- Sales and forecast of shampoo, conditioner, and hairstyling products
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- Figure 8: Total US sales and forecast of shampoo, conditioner, and hairstyling products, at current prices, 2008-18
- Figure 9: Total US sales and forecast of shampoo, conditioner, and hairstyling products, at inflation-adjusted prices, 2008-18
- Fan chart forecast
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- Figure 10: Total US sales and fan chart forecast of shampoo, conditioner, and hairstyling products, at current prices, 2008-18
Market Drivers
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- Key points
- Haircare stands to benefit from improving economy
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- Figure 11: University of Michigan’s index of consumer sentiment (ICS), 2007-14
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- Figure 12: Product usage, by household income, January 2014
- Young men’s adoption of male-specific products drives sales growth
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- Figure 13: Number and ratio of males to females, by age, 2013
- Fashion, beauty, and celebrity trends impact haircare category
Segment Performance
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- Key points
- Shampoo and conditioner driving category growth
- Styling products are struggling
- Sales of shampoo, conditioner, and hairstyling products, by segment
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- Figure 14: Total US retail sales of shampoo, conditioner, and hairstyling products, by segment, at current prices, 2011 and 2013
Segment Performance – Shampoo
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- Key points
- Shampoo growth is stable
- Sales and forecast of shampoo
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- Figure 15: Total US sales and forecast of shampoo, at current prices, 2008-18
Segment Performance – Conditioner
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- Key points
- Conditioner is strongest performing segment
- Sales and forecast of conditioner
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- Figure 16: Total US sales and forecast of conditioner, at current prices, 2008-18
Segment Performance – Hairstyling Products
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- Key points
- Growth stalls in styling products segment, though modest improvement expected
- Sales and forecast of hairstyling products
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- Figure 17: Total US sales and forecast of hairstyling products, at current prices, 2008-18
Segment Performance – Hairspray/Spritz
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- Key points
- Hairspray/spritz struggles to remain relevant
- Sales and forecast of hairspray/spritz
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- Figure 18: Total US sales and forecast of hairspray/spritz, at current prices, 2008-18
Retail Channels
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- Key points
- Stable category growth benefits all retail channels
- Creative merchandising could help drive sales
- Sales of shampoo, conditioner, and hairstyling products, by channel
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- Figure 19: Sales of shampoo, conditioner, and hairstyling products, by channel, 2011 and 2013
- Figure 20: Total US retail sales of shampoo, conditioner, and hairstyling products, by channel, at current prices, 2008-13
Leading Companies
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- Key points
- Unilever leads haircare category with P&G close behind
- Big gains posted by L'Oréal, Vogue International
- Manufacturer sales of shampoo, conditioner, and hairstyling products
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- Figure 21: MULO sales of shampoo, conditioner, and hairstyling products, by leading companies, rolling 52 weeks 2012 and 2013
Brand Share – Shampoo
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- Key points
- P&G sees sales, share decline but remains segment leader
- Manufacturer sales of shampoo
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- Figure 22: MULO sales of shampoo, by leading companies, rolling 52 weeks 2012 and 2013
- Figure 23: Key purchase measures for the top brands of regular shampoo, by household penetration, 52 weeks ending Dec. 29, 2013
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- Figure 24: Key purchase measures for the top brands of dandruff shampoo, by household penetration, 52 weeks ending Dec. 29, 2013
Brand Share – Conditioner
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- Key points
- Unilever remains category leader
- L'Oréal posts strong gains in sales, share
- Manufacturer sales of conditioner
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- Figure 25: MULO sales of conditioner, by leading companies, rolling 52 weeks 2012 and 2013
- Figure 26: Key purchase measures for the top brands of conditioner, by household penetration, 52 weeks ending Dec. 29, 2013
Brand Share – Hairstyling Products
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- Key points
- Unilever maintains lead in the hairstyling category
- Manufacturer sales of hairstyling products
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- Figure 27: MULO sales of hairstyling products, by leading companies, rolling 52 weeks 2012 and 2013
- Figure 28: Key purchase measures for the top brands of hairstyling products, by household penetration, 52 weeks ending Dec. 29, 2013
Brand Share – Hairspray/Spritz
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- Key points
- Unilever leads struggling segment
- Manufacturer sales of hairspray/spritz
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- Figure 29: MULO sales of hairspray/spritz, by leading companies, rolling 52 weeks 2012 and 2013
- Figure 30: Key purchase measures for the top brands of hairspray/spritz products, by household penetration, 52 weeks ending Dec. 29, 2013
Innovations and Innovators
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- New product launch trends
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- Figure 31: Share of haircare launches, by subcategory, 2009-14
- Figure 32: Top 10 haircare claims, by share, 2009-14
- Category innovations
- Hair growth/thickening
- Hair oils
- Shampoo alternatives
- Time/speed
- Skincare trends influence haircare innovation
- Masks
- Multiple-benefit products
Marketing Strategies
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- Overview of the brand landscape
- Popular brands extend into haircare
- Innovative marketing campaigns
- Technology
- Pop-up shops
- Partnering with events
- Charitable causes
Social Media
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- Key points
- Market overview
- Key social media metrics
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- Figure 33: Key performance indicators, selected shampoo, conditioner, and hairstyling brands, March 17, 2013-March 16, 2014
- Brand usage and awareness
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- Figure 34: Brand usage and awareness of shampoo, conditioner, and hairstyling products, January 2014
- Interaction with brands
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- Figure 35: Interaction with of shampoo, conditioner, and hairstyling products, January 2014
- Leading online campaigns
- Cause marketing
- Real-time marketing
- Community response leads to global media campaign
- Leveraging the influence of celebrity
- What we think
- Online conversations
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- Figure 36: Online mentions, selected shampoo, conditioner, and hairstyling brands, March 17, 2013-March 16, 2014
- Where are people talking about shampoo, conditioner, and hairstyling brands?
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- Figure 37: Blog topic cloud discussions, selected shampoo, conditioner, and hairstyling brands, March 17, 2013-March 16, 2014
- Figure 38: Mentions by page type, selected shampoo, conditioner, and hairstyling brands, March 17, 2013-March 16, 2014
- What are people talking about online?
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- Figure 39: Mentions by topic of conversation, selected shampoo, conditioner, and hairstyling brands, March 17, 2013-March 16, 2014
Use of and Shopping for Shampoo and Conditioner
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- Key points
- Shampoo use is nearly universal, though dry shampoo is still a niche item
- Women drive usage of conditioners
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- Figure 40: Shampoo and conditioner usage, by gender, January 2014
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- Figure 41: Shampoo and conditioner usage, by gender and age, January 2014
- Women seek hair health benefits, while men look for scalp care
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- Figure 42: Benefits sought among shampoo and conditioner users, by gender, January 2014
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- Figure 43: Benefits sought among shampoo and conditioner users, by gender and age, January 2014
- Suave is most used brand of shampoo and conditioner
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- Figure 44: Brands of shampoo used, July 2007-September 2013
- Figure 45: Brands of conditioner used, July 2007-September 2013
Use of and Shopping for Hairstyling Products
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- Key points
- Women are heavier users of most styling products
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- Figure 46: Hairstyling product usage, by gender, January 2014
- Figure 47: Hairstyling product usage, by gender and age, January 2014
- Styling product users seek volume, curl definition, and shine
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- Figure 48: Benefits sought among hairstyling product users, by gender, January 2014
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- Figure 49: Benefits sought among hairstyling product users, by gender and age, January 2014
- Suave, TRESemmé are most used styling product brands
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- Figure 50: Brands of hairstyling products used, July 2007-September 2013
- Figure 51: Brands of hairspray used, July 2007-September 2013
Use of and Shopping for Hair Treatments, Serums, and Oils
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- Key points
- Younger women drive usage of hair treatments, serums, and oils
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- Figure 52: Hair treatment, serum, and oil usage, by gender, January 2014
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- Figure 53: Hair treatment, serum, and oil usage, by gender and age, January 2014
- Women want healthy looking hair, men seeking scalp and thickening benefits
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- Figure 54: Benefits sought among hair treatment, serum, and oil users, by gender, January 2014
Importance of Claims
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- Key points
- A pleasant fragrance is paramount to haircare users
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- Figure 55: Importance of claims, by product type, January 2014
- Shampoo and conditioner are viewed as functional
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- Figure 56: Importance of claims among shampoo and conditioner users, by gender, January 2014
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- Figure 57: Importance of claims among shampoo and conditioner users, by age, January 2014
- Gender-specific claims important to male hairstyling product users
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- Figure 58: Importance of claims among hairstyling product users, by gender, January 2014
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- Figure 59: Importance of claims among hairstyling product users, by age, January 2014
- Natural ingredients motivate users of treatments, serums, and oils
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- Figure 60: Importance of claims hair treatments, serums, and oils, by gender, January 2014
Choosing Haircare Products
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- Key points
- Brand loyalty is modest in haircare category
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- Figure 61: Choosing haircare, by gender, January 2014
- Young women want salon-quality results, seek recommendations
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- Figure 62: Choosing haircare, by gender and age, January 2014
Interest in New Forms
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- Key points
- Consumers interested in multiple-benefit products
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- Figure 63: Interest in new forms, January 2014
- Opportunities to engage men, older shoppers
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- Figure 64: Any interest in new forms, by gender, January 2014
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- Figure 65: Any interest in new forms, by gender and age, January 2014
Attitudes toward Haircare and Hair Treatments
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- Key points
- Older shoppers agree that hair changes with age
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- Figure 66: Attitudes toward haircare and hair treatments, by gender, January 2014
- Price is barrier to use of treatments, though young women interested in customized options
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- Figure 67: Attitudes toward haircare and hair treatments, by gender and age, January 2014
Race and Hispanic Origin
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- Key points
- Black consumers are highly engaged in the haircare category
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- Figure 68: Product usage, by race/Hispanic origin, January 2014
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- Figure 69: Benefits sought among shampoo and conditioner users, by race/Hispanic origin, January 2014
- Figure 70: Importance of claims among shampoo and conditioner users, by race/Hispanic origin, January 2014
- Multicultural respondents express strong interest in new formats
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- Figure 71: Interest in new forms— Any interest, by race/Hispanic origin, January 2014
- Black haircare users value brand trust, professional results
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- Figure 72: Choosing haircare, by race/Hispanic origin, January 2014
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- Figure 73: Attitudes toward haircare and hair treatments, by race/Hispanic origin, January 2014
Appendix – Other Useful Consumer Tables
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- Usage of haircare products
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- Figure 74: Haircare usage, by age, January 2014
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- Figure 75: Product usage, by household income, January 2014
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- Figure 76: Types of shampoo used, by gender, July 2012-September 2013
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- Figure 77: Types of conditioner used, by gender, July 2012-September 2013
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- Figure 78: Brands of shampoo used, by gender, July 2012-September 2013
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- Figure 79: use of hairspray, July 2007-September 2013
- Haircare benefits sought
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- Figure 80: Benefits sought, January 2014
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- Figure 81: Benefits sought among shampoo and conditioner users, by age, January 2014
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- Figure 82: Benefits sought among hairstyling product users, by age, January 2014
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- Figure 83: Benefits sought among hair treatment, serum, and oil users, by age, January 2014
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- Figure 84: Benefits sought among hairstyling product users, by race/Hispanic origin, January 2014
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- Figure 85: Benefits sought among users of hair treatments, serums, and oils, by race/Hispanic origin, January 2014
- Importance of claims
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- Figure 86: Importance of claims among shampoo and conditioner users, by household income, January 2014
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- Figure 87: Importance of claims among hairstyling product users, by household income, January 2014
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- Figure 88: Importance of claims among hair treatment, serum, and oil users, by age, January 2014
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- Figure 89: Importance of claims among hairstyling product users, by race/Hispanic origin, January 2014
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- Figure 90: Importance of claims among users of hair treatments, serums, and oils, by race/Hispanic origin, January 2014
- Choosing haircare products
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- Figure 91: Choosing haircare, by household income, January 2014
- Interest in new forms
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- Figure 92: Interest in new forms—Very interested, by gender, January 2014
- Attitudes toward haircare and hair treatments
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- Figure 93: Attitudes toward haircare and hair treatments, by household income, January 2014
Appendix – Social Media
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- Online conversations
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- Figure 94: Online mentions, selected shampoo, conditioner, and hairstyling brands, March 17, 2013-March 16, 2014
- Brand analysis
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- Figure 95: Pantene key social media indicators, March 2014
- Figure 96: TRESemmé key social media indicators, March 2014
- Figure 97: Head & Shoulders key social media indicators, march 2014
- Figure 98: Garnier Fructis key social media indicators, March 2014
- Figure 99: Nexxus key social media indicators, March 2014
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- Figure 100: PureOlogy key social media indicators, March 2014
- Brand usage or awareness
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- Figure 101: Brand usage or awareness, January 2014
- Figure 102: Pantene usage or awareness, by demographics, January 2014
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- Figure 103: TRESemmé usage or awareness, by demographics, January 2014
- Figure 104: PureOlogy usage or awareness, by demographics, January 2014
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- Figure 105: Head & Shoulders usage or awareness, by demographics, January 2014
- Figure 106: Garnier Fructis usage or awareness, by demographics, January 2014
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- Figure 107: Nexxus usage or awareness, by demographics, January 2014
- Activities done
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- Figure 108: Activities done, January 2014
- Figure 109: Pantene—Activities done—I have looked up/talked about this brand online on social media, by demographics, January 2014
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- Figure 110: Pantene—Activities done—I have contacted/interacted with the brand online on social media to, by demographics, January 2014
- Figure 111: Pantene—Activities done—I follow/like the brand on social media because, by demographics, January 2014
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- Figure 112: Pantene—Activities done—I have researched the brand on social media to, by demographics, January 2014
- Figure 113: TRESemmé—Activities done—I have looked up/talked about this brand online on social media, by demographics, January 2014
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- Figure 114: TRESemmé—Activities done—I have contacted/interacted with the brand online on social media to, by demographics, January 2014
- Figure 115: TRESemmé—Activities done—I follow/like the brand on social media because, by demographics, January 2014
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- Figure 116: TRESemmé—Activities done—I have researched the brand on social media to, by demographics, January 2014
- Figure 117: PureOlogy—Activities done—I have looked up/talked about this brand online on social media, by demographics, January 2014
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- Figure 118: Head & Shoulders—Activities done—I have looked up/talked about this brand online on social media, by demographics, January 2014
- Figure 119: Head & Shoulders—Activities done—I have contacted/interacted with the brand online on social media to, by demographics, January 2014
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- Figure 120: Head & Shoulders—Activities done—I follow/like the brand on social media because, by demographics, January 2014
- Figure 121: Head & Shoulders—Activities done—I have researched the brand on social media to, by demographics, January 2014
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- Figure 122: Garnier Fructis—Activities done—I have looked up/talked about this brand online on social media, by demographics, January 2014
- Figure 123: Garnier Fructis—Activities done—I have contacted/interacted with the brand online on social media to, by demographics, January 2014
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- Figure 124: Garnier Fructis—Activities done—I follow/like the brand on social media because, by demographics, January 2014
- Figure 125: Garnier Fructis—Activities done—I have researched the brand on social media to, by demographics, January 2014
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- Figure 126: Nexxus—Activities done—I have looked up/talked about this brand online on social media, by demographics, January 2014
- Figure 127: Nexxus—Activities done—I have contacted/interacted with the brand online on social media to, by demographics, January 2014
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- Figure 128: Nexxus—Activities done—I have researched the brand on social media to, by demographics, January 2014
Appendix – Information Resources Inc. Builders Panel Data Definitions
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- Information Resources Inc. Consumer Network Metrics
Appendix – Trade Associations
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