MARKETING INTERACTIVE: FMCG HAIRCARE PRODUCTS FACING CHALLENGES FROM CONSUMER DEMAND

The world’s top 100 beauty companies are in serious competition with D2C disruptor brands in terms of targeting and connecting with online audiences, while also facing the challenge of changing customers’ demand for beauty products. This, according to the latest “Coming Clean” report.

Publicis Media and Search Intelligence company, Captify, have partnered to release the report “Coming Clean”. The report’s creation involved analysing 491 million consumer haircare searches, spanning all demographics and locations, from Captify’s global roster of publishers between August 2017 and August 2018. It aims to reveal the key beauty trends, disruptor brands, and consumer preferences that are set to reshape the global beauty industry in 2019 and beyond.

The report reveals the top 10 searched brands; including Watermans, Heads & Shoulders, L’Oréal, Pantene, Aussie, TIGI, Herbal Essences, John Frieda, Garnier, and Wella.

Disruptor brand Watermans had the highest volume of searches across 100 global haircare brands with an 8.6% share of consumer search, beating out several legacy brands and household names including Pantene and Garnier.

Want to find out more? Continue reading the full article on Marketing Interactive.

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