Brands, salons, hairdressers, bloggers and consumers. Who’s really influential in pro haircare?

Which professional haircare brand has the greatest social media mindshare? A visualisation

by Rob Parkin and Jess Owens

"Marketing premium haircare is interesting. Unlike your usual Pantenes & Aussies, it’s not something women just pick up and buy off the shelf in Boots. Instead it’s a sale rooted in a relationship, between a young woman in a chair nervous about whether her style is going to work out, and miracle-working Michelle at Toni & Guy Islington.

So how do you market premium salon haircare on social?

Who do you market it to?

In order to understand this complex intersection of brands, hairdressers and consumers, we worked with P&G to track the premium haircare category and understand it not just as a ‘conversation’ but in network terms. Here are the results."

This study was a consultancy project from our sister company FACE. Click through to read the full story.