Case Study
Global Health and Beauty Company Thought Leadership Campaign on Beautiful Hair
Challenge
The client called upon StrategyOne to conduct a global report to garner important insights to inform new thinking on the notion of damaged hair and the importance of beautiful/healthy hair to women around the world. StrategyOne examined the topic of hair in terms of the positive and negative impact it has on a woman’s functional and emotional well-being, plus highlighted existing myths and misconceptions relating to damage and repair.
Research
A global telephone survey was conducted among 3,312 women aged 18-64 in 11 countries globally to aid in the development of a white paper on the topic.
Insight
For women, globally, there is an inherent link between their hair, overall beauty, and confidence.
Globally, the majority of women believe that in order for a woman to be seen as beautiful, she has to have beautiful hair. Yet, women are damaging their hair, and this damage limits women’s ability to feel beautiful. The research also found women around the world want a helping hand to combat hair damage and are actively looking for ways to deal with damaged hair.
Action
StrategyOne provided the client with key strategic insights that informed new thinking on the notion of damaged hair and the importance of beautiful/healthy hair to women globally and regionally.
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