WWD: Influencers, Events Drive Hair-care Searches for Big and Small Brands Alike

After analysing 491 million hair-care searches over a one-year period, researchers at Search Intelligence firm Captify and project partner, Publicis Media found some startling data along with insights that can help brands better leverage consumer trends.

The report, “Coming Clean,” found that influencers “are one of the biggest trends shaking up the beauty industry, with searches increasing 55.3 percent year-on-year.”

“Given the need for better transparency around influencer marketing, search intelligence can dig deeper into the true authenticity of influencers for brands,” authors of the report said. “For example, 54 percent of hair-care searches around influencers in 2018 were associated with Jen Atkin, celebrity hairstylist and owner of cult hair-care brand Ouai.”

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