Many people remain loyal to their favorite shampoo brands, fearing potential hair damage from switching. Break through this defensive loyalty by offering the promise of enhanced hair protection. Highlighting benefits like anti-pollution properties and advanced scalp care can meet consumers’ changing needs while delivering noticeable, superior results.
Shampoo users who tend to switch their brands and live in smaller cities prioritise affordability, accessibility and eye-catching packaging. In contrast, those in metro cities tend to focus on premium ingredients and higher product quality. Focus on these respective factors to make them loyal users.
Conditioners lag in usage because their perceived benefits are limited to softness and shine. Expanding their positioning to address key hair concerns such as hairloss, thinning and damage can enhance relevance and usage.
Fragrance plays a key role in consumer preference and loyalty, and it’s a key attribute Indians associate with shampoos. In this highly adopted category, fragrance in shampoo can be a crucial differentiator.
Shampoo loyalty often stems from a fear of switching, rather than real results, though users now seek scalp care and anti-pollution benefits. Conditioners must go beyond shine to be truly functional solutions.
Tanya Rajani, Principal Analyst, Beauty & Personal Care, India
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