Here’s What Consumers Seek in Haircare

A recent study by Revuze analyzed post-purchase consumer feedback in the US haircare category. The study was based on 1,221,352 reviews from sources such as Amazon, Walmart, Sephora, Target and Ulta (January–December 2024).

Most Discussed Topics

1. Smell (Top driver of satisfaction; 72–258% YoY brand growth)

• Consumers praise luxurious, long-lasting scents. Example: “This dry shampoo smells like luxury perfume!”

2. Soft & Smooth (62–112% YoY brand growth)

• Products enhancing manageability and shine are favored. Example: “Leaves hair silky smooth without heaviness.”

3. Hydration (106–117% YoY brand growth)

• Deeply hydrating products for dry/frizzy hair are popular. Example: “Transforms dry hair into healthy, manageable strands.”

Fastest-Growing Topics (YoY)

1. Packaging (+47% YoY)

• Demand for easy dispensing, secure closures, and waste reduction. Example: “Pump dispenser avoids waste—perfect for large bottles.”

2. Natural & Organic (+35% YoY)

• Preference for scalp-friendly, chemical-free ingredients (e.g., aloe, jojoba). Example: “No toxic chemicals—just natural ingredients!”

3. Hair Loss (+17% YoY)

• Rising interest in biotin pills, botanical shampoos, and rice water treatments. Example: “Noticed less shedding after using this shampoo.”

Trending Hierarchies

· Shampoos/Conditioners: Remain essential but face competition from targeted treatments.

· Treatments/Styling Products: Gaining traction for hair health (+3–9% review volume growth).

Key Takeaways

1. Packaging Innovation: Functional, aesthetic designs drive engagement (+47% YoY).

2. Natural Formulas: Demand grows for chemical-free products (+35% YoY).

3. Hair Loss Solutions: Specialized treatments gain momentum (+17% YoY).

4. Scent Matters: Luxurious fragrances boost satisfaction (top topic overall).

5. Hydration & Smoothness: Critical for dry/frizzy hair—lightweight formulas win.

About Revuze

Revuze’s ActionHub leverages LLMs and AI technology to turn the voice-of-consumer (VoC) from reviews, social media and survey data into recommendations and concrete actions.

With the Product, Marketing, Consumer Insight and eComm Hubs, brands can improve decision making across the entire brand and product life cycle, resulting in higher conversion and lower churn.

“We’re enabling smarter strategies and tactics alike with measurable results – helping our clients achieve their OKRs (objectives and key results) and KPIs (key performance indicators),” says Revuze CEO Guy Yair. “Advanced AI and machine learning transform consumer feedback at scale into strategic actions, fueling smarter business decisions, customer-focused activities and targeted materials brands can use to streamline market intelligence, drive product innovation, enhance marketing effectiveness and optimize eComm performance.”

Deep analyses across brands, products and categories, and advanced data cleansing ensure that only the most accurate, clean and actionable information flows to teams. Decision makers can quickly assess competitors and make data-backed decisions, while getting precise recommendations and actions, from content strategies to product enhancements, to solve and act upon daily business pains.

“Brand loyalty is eroding, customers are demanding more, and the explosion of channels, both in direct sales and feedback, has fragmented the customer experience, and competition is ever-increasing with brand vs. brand and copycat products,” continued Yair. “We’re transforming CPG innovation by leveraging custom LLMs and comprehensive VoC data to deliver new business approaches solving daily needs – not just high-level recommendations but real-world materials.”