Our study findings revealed different motivations, priorities, and concerns for women of different ages, providing direction for tailoring content.
These younger consumers are naturally less experienced with coloring their hair and their concerns reflect that. This age cohort is most concerned about hair damage and long term effects of coloring their hair. They're also concerned they won't be as precise in coloring their hair as a salon would be.
Our recommendation is educational content including tutorials and Q&As that will reassure these young women. Highlight product benefits of minimal damage, nourishing + strengthening hair, and long lasting results - these are the most motivating hooks for this age group.
This age group is also especially motivated by high quality ingredients such as Apple Cider Vinegar.
Content Ideas:
-Q&As where young women share their biggest concerns about coloring their hair and users address them
-User video showing young woman who was concerned about potentially damaging her hair and her relief after using your product, showing off her strong + beautiful new hair
-User video highlighting featured ingredients in your product and how they help to strengthen and nourish the user's hair
-Testimonial where user talks about how they achieved "salon level" color using your product
-Video where young user expresses satisfaction months after using your product
Women in this age range are looking for a hair color product to be gentle and have a lightweight feel on their hair.
They also want a hair color product that's easy to use and provides them with a natural look.
Content Ideas:
-User video where user comments how gentle + lightweight your product feels on their hair as they use it
-Testimonial where user shares how easy it was to use your product to color their hair
-Step-by-step video where user demonstrates how easy your product is to use
-User videos where users show off their "natural looks" achieved by using your product
These more experienced women have practical considerations. They're looking for a hair color product to provide them with consistent results, color satisfaction, and no mess.
They also appreciate a wide variety of color shades.
Content Ideas:
-User shows off their clean bathroom after having just used your product to color their hair, demonstrating no mess
-Testimonials where users share about their satisfaction with the color they selected and applied to their hair
-User video that zooms in on a user's hair to demonstrate the consistent results delivered by your product
-In-store video where user browses the store aisle and demonstrates your brand's wide variety of color shades, making it easy to find the perfect color shade just for them
