National Survey Finds 53% of Women Color Their
Hair to Boost Their Mood
Salon Grade Color with Clean Ingredients Lands
at Sally Beauty
DARIEN, Conn., March 19, 2024 /PRNewswire/ -- Better
Natured®, a vegan at-home hair color and hair care
brand, is declaring the first day of Spring as National Hair Color
Day with new findings on the power of hair color among U.S. women –
hint, blondes, brunettes and gingers get a color boost. The
research arrives just in time to welcome the season ahead, known
for its vibrant colors, and as the brand celebrates its launch at
Sally Beauty stores nationwide and at www.sallybeauty.com.
"It's always been the goal of Better Natured® to make
sure we are creating products that use naturally-derived
ingredients that don't sacrifice performance. Being able to provide
professional quality hair color and care that gives you salon
results at home is so important to us," said Jennifer Lauroesch, Marketing Director for Hair
Color, Zotos Professional at Henkel. "That's why we are thrilled to
be launching at Sally Beauty. Sally Beauty has always been known as
a hair color destination for the beauty professionals and having
our products on their shelves will make it easier for the 90% of
women surveyed who dye their hair at-home to access our
products."
In a nationwide poll conducted this cold and dreary February,
boosting confidence and mood is the leading motivator for
over half of women who use hair color (53%). For almost half of
women who use hair color, gray coverage is also valued and
65% are concerned about how long it lasts. It's no surprise
that the majority of women who use hair color at-home do so not
just to cover grays but to save money too, as cost
plays a major role in hair care purchases (86%).
When it comes to ingredients, nearly 50% of the women surveyed
are open to trying vegan hair products. Better
Natured® is making it easier for Sally Beauty customers
to do so with formulas, developed with a signature triple plant
milk blend, which range from 86-99% naturally-derived* and are
sustainably sourced. And the products deliver the performance that
women seek with hair color, offering up to 8 weeks of vibrant color
and 100% gray coverage.
Vibrancy (38%) and how your hair feels after
coloring (50%) are also key factors for why women color their
hair, and which color they choose can influence their identity too.
Just how much of a role does it play with self-esteem? That answer
depends on the color:
- Do blondes have more fun? Women with blonde hair
consider themselves extroverted (38%) and sporty (44%), while those
with silver/ash blond hair are most likely to consider themselves
confident.
- Brunette is the best kept secret. Brown is the most
common hair color among women – both natural and dyed. In fact,
over half of dyed blondes (51%) and dyed redheads (58%) are natural
brunettes.
- Ginger power. Redheads are more likely to feel
confident and self-assured with freshly dyed hair
(57%).
"We're excited to bring Better Natured's® hair color
and hair care collection to Sally Beauty to increase our cleaner
product offerings with more naturally derived ingredients," said
Maryann Herskowitz Group Vice President of Merchandising at Sally
Beauty." This aligns closely with our mission to offer accessible,
professional quality products to inspire a more color, confident,
and welcoming world."
Hair color also has an impact on beauty routines and budget,
with at-home hair color providing more flexibility and
cost-savings. The majority (73%) of women who color their hair
at-home spend less than $20 on box
dye, while over half of women (52%) who dye their hair
professionally spend at least five times the cost. And salon prices
add up, meaning less frequency in visits, with women coloring their
hair more often at-home than those who color it professionally (68%
vs. 43% report dyeing their hair every five months or more).
To spread the word and bridge the gap between those who color
their hair at-home, at the salon or both, Better
Natured® is partnering with Silvia Reis, a master colorist and content
creator to provide inspiration and color demos using Better
Natured® hair color and care products on YouTube,
Instagram and TikTok. Consumers can also follow Better
Natured® and Sally Beauty on social using
#NationalHairColorDay to join the fun.
Better Natured's® popular line of Liqui-Creme Hair
Color; 20 Vol Developer is purchased separately - offered in 26
vibrant shades and with impeccable gray coverage - is available to
shop now at Sally Beauty. Select Better Natured® hair
care products, including its popular Color Care Shampoo &
Conditioner and Hydrating Leave-In Milk, will also be available
starting April 1st.
*Better Natured® uses the Global ISO Standard 16128
which defines naturally-derived as a plant or mineral derived
material and water which is found in nature and has undergone
limited processing.
Methodology
The Better Natured® hair color
survey was conducted in February 2024
and obtained a nationally representative sample of 1,500 women who
are current and prospective hair dye users in the U.S. between the
ages of 25-60. The survey explored why women color their hair at
home or professionally at a salon.
About Better Natured®
Better
Natured® gives YOU the power to experiment with
professional-level hair care and color that delivers clean formulas
and brilliant results. We do it by choosing a synergistic blend of
naturally-derived* ingredients plus purely-science synthetics that
work together to deliver salon-gorgeous results because we know
that there's no point in "natural" if it leaves your locks looking
blah. (Hey, we're just being honest. It's kind of our thing.) For
more information, visit www.betternatured.com.
About Zotos Professional
Since 1929, Zotos
Professional has been a pioneer in the hair care industry, and is
dedicated to research-backed innovations, cutting-edge technology,
high-quality ingredients, exhaustive testing, unbeatable value and
Green Circle Certified Salons. The company's goal is to provide the
support and inspiration to make the dreams of Hair Creators a
reality. For more information, please visit
www.zotosprofessional.com.
About Henkel in North
America
Henkel's portfolio of well-known brands
in North America includes
Schwarzkopf® hair care, Dial® soaps,
Persil®, Purex®, and all® laundry
detergents, Snuggle® fabric softeners as well as
Loctite®, Technomelt® and
Bonderite® adhesives. With sales close to 6.6 billion US dollars (6
billion euros) in 2023, North
America accounts for 28 percent of the company's global
sales. Henkel employs around 8,000 people across the U.S.,
Canada and Puerto Rico. For more information, please
visit www.henkel-northamerica.com and on Twitter @Henkel_NA.
About Sally Beauty Holdings, Inc.
Sally Beauty
Holdings, Inc. (NYSE: SBH), as the leader in professional hair
color, sells and distributes professional beauty supplies globally
through its Sally Beauty Supply and Beauty Systems Group
businesses. Sally Beauty Supply stores offer up to 7,000 products
for hair color, hair care, nails, and skin care through proprietary
brands such as Ion®, Strawberry Leopard®,
Generic Value Products®, Beyond the Zone® and
Silk Elements® as well as professional lines such as
Wella®, Clairol®, OPI®,
Conair® and L'Oreal®. Beauty Systems Group
stores, branded as CosmoProf® or Armstrong
McCall® stores, along with its outside sales
consultants, sell up to 8,000 professionally branded products
including Paul Mitchell®,
Wella®, Matrix®, Schwarzkopf®,
Kenra®, Goldwell®, Joico® and
Olaplex®, intended for use in salons and for resale by
salons to retail consumers. For more information about Sally Beauty
Holdings, Inc., please visit
https://www.sallybeautyholdings.com/.
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SOURCE Better Natured®
