Marketing Dive: Disruptor Brands And Influencers Dominate Haircare Search, Study Finds

The Captify and Publicis Media study paints a microcosm of the disruption currently hitting the haircare sector, a key CPG segment that’s shifted greater focus to direct-to-consumer (DTC) brands and influencers, who’ve snapped up more attention and sales than many legacy competitors. DTC brands are winning increasing market share thanks to their digital marketing savvy and expertise in areas like e-commerce and the supply chain.

“The traditional [fast-moving consumer goods] model has changed dramatically, brands are now faced with increasing pressure as media channels evolve and consumer behaviour changes,” Heather Dansie, insights director at Publicis Media UK, said in a statement that accompanied the report.

The ability of Watermans, founded in 2014 by Matt and Gail Waterman, to dominate the share of search among haircare brands demonstrates a challenge facing legacy CPG marketers like P&G and L’Oréal. Watermans sells unisex, chemical-free products designed to spur hair growth, products that consumers are searching for by name.

Want to find out more? Continue reading the full article on Marketing Dive.