To carry out this study, Revuze analyzed the comments left by Internet users on the Amazon, Walmart, Ulta, Sephora and Target websites. 1,221,352 were scrutinized.

Expectations…

In the world of hair care, some topics interest consumers more than others.
Product fragrance is one of the most talked-about topics.
For American women, it’s important that hair care products smell good (82%). They like fragrances that evoke top-of-the-range perfumery and last over time. Brands such as Moroccanoil, Kenra and OUAI are recognized for meeting these criteria.

According to Revuze data, softness and suppleness are today the second most discussed criteria by consumers. Expectations are clear: control frizz, add shine and facilitate styling, without weighing hair down. Brands such as Kérastase, OGX and Love Beauty and Planet stand out in this segment with anti-frizz serums, moisturizing conditioners and targeted hair masks.

“Moisturization ranks third among the most talked-about hair care purchase criteria,” says Revuze. “Consumers are looking for deeply moisturizing products capable of transforming dry, frizzy hair into soft, healthy, manageable strands. Brands like CeraVe, Verb and Moroccanoil are responding to this demand with conditioners, oils and repair products specifically designed for deep nourishment.”

… and concerns

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