Haircare brands may be investing in the wrong partnerships, research suggests, as an analysis of search behaviour indicates some obvious candidates result in a decline in category searches.
Captify, the search intelligence specialist, and Publicis Media partnered to carry out a 12-month analysis of Captify’s billions of monthly on-site searches. Including 491 million consumer haircare searches, spanning all demographics and locations, to uncover trends.
The subsequent report, Coming Clean, revealed that, despite haircare brands investing in sponsorship of popular calendar events, big moments such as London Fashion Week and festivals actually resulted in a decrease in haircare searches.
Film/music events and seasonal changes, on the other hand, were shown to be the driving force for consumer interest around haircare; the 2018 Oscars, for example, sparked a dramatic 214.3% increase in searches.
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