What do consumers look for in a hair brush? Who influences their purchasing decisions? Are they loyal to brands? These are the answers…

According to the results of the study on the behavior of consumers of hair brushes prepared by the market research company Webtools and Termix, hair brushes are a need product for consumers (42% use it to straighten their hair, 34% for styling and 32% to untangle). Nevertheless, only 8% of respondents would remain loyal to their current model hairbrush and 65% would change it if they could find one with better performance. However, despite this infidelity, 46% of consumers who know and use the Termix brand say that they would not change it for another and 36% rate their satisfaction with Termix’s hairbrushes with a 9 or 10 (over 10). And, the most faithful consumers are less than 45 years and have wavy hair.

This study, commissioned by Termix, a leading manufacturer of professional hair brushes, has been prepared by the company Webtools through surveys to 500 Spanish women between 18 and 55 years old. The study also reveals that the main reason for choosing a hair brush is its quality (30%), followed by price (24%) and familiarity (14%). And among the most important attributes, we look for a hair brush that combs well and that is respectful to our hair, more than its design or, for example, the brightness it gives to hair.

The study shows other interesting facts. Hairdressers play a fundamental role in the behavior of consumers. For 1 of every 4 consumers, their expert opinion is one of the most valued factors when choosing a hair brush or any other hairdressing product, ahead of the review of the sellers or the recommendations of friends or family.