DMNews: Bold and Beautiful: DTC Haircare Disruptors

New research from Captify and Publicis Media sheds light on shifting consumer behaviour in the luxury direct-to-consumer space.

With good data comes disruption, picking apart old assumptions and clearing the way for products that deliver on a promise. Consumers are becoming better informed because they have access to a wealth of knowledge and choose to spend time digging deep in the details across various categories.

It makes sense to do research on big purchases like automobiles, but this is a habit that shoppers also carry with them to beauty products, according to a new study out today by global search intelligence specialist Captify, in partnership with Publicis Media.

“One of our objectives with this study was to take a look at large verticals, as we’ve done in past studies, for a real demonstration of the intelligence we see in the data we have,” said Anand Siddiqui, Global VP Insight & Analytics at Captify. “It helps us change the way we think about our categories.”

He added, “One of the changes that was really clear was how consumers are changing.”

The 12-month analysis sorted through billions of monthly on-site searches to identify key trends in the beauty industry. What the study found was that big brands are being challenged by significant gains on the part of rising stars in the direct-to-consumer space.

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