A Hairy Subject
Hair Thinning Supplement Attitudes and Usage
Focus Groups
Design and Market Research
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April 2024 | Group 1
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Authors
Kelly McPharlin
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Gloria Biggers
Sarah Fassberg
Natalie Marques
Table of Contents
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Introduction
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Introduction
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The global hair loss industry is projected to reach a market value of $11.8 billion by 2026.
By the age of 35, two-thirds of American men will experience some degree of appreciable hair loss.
Nearly 30% of patients suffering from hair loss are women.
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Hair Loss Industry
Introduction
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Example brands
Drugs:
Finasteride
Minoxidil
Natural supplements:
Biotin
Rosemary Oil
Collagen
Vitamins
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Introduction
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Research Objectives
Uncover key differences in how men and women perceive hair loss, societal beauty standards, and the role of hair in appearance and self-confidence.
Understand the attitudes towards and usage of hair care supplements used for hair loss/thinning prevention among individuals aged 27-40.
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Introduction
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Hypothesis #1
Men and women within the 27-40 age group will prioritize different features and benefits when selecting hair care supplements.
Men may prioritize effectiveness (hair growth, thickness), functionality, and price point compared to women who might also consider hair health and overall well-being. We also hypothesize that men internalize their hair loss as a direct sign of vitality and virility.
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Introduction
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Hypothesis #2
Women will demonstrate greater openness to discussing hair loss and a stronger inclination to research and experiment with hair care supplements compared to men.
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Introduction
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Hypothesis #3
Women will perceive themselves as having to place a greater level of care on maintaining healthy hair compared to men.
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Methodology
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Introduction
Study Design
We held two separate hour long focus groups (men & women) to explore hair loss experiences.
Groups included people who use and don't use hair loss supplements to get �different perspectives.
Focus Group A: Men
Focus Group B: Women
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Research Methodology
Charles, 30
Ben, 28
Paris, 30
Al, 28
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Focus Group A: Men
Regularly use hair loss/thinning supplements
Does not use hair loss/thinning supplements
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Research Methodology
Delia, 37
Sophia, 33
Bailey, 30
Andrea, 35
Alivya, 27
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Focus Group B: Women
Regularly use hair loss/thinning supplements
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Findings
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Findings Overview
Hair loss remains a sensitive topic for men due to its association with masculinity, while women are more willing to open up.
Men are more likely to use hair loss supplements as a long-term preventative measure, while women use them in response to postpartum hair loss.
Men value convenience and effectiveness, while women prioritize comprehensive solutions.
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Finding #1
Finding #2
Finding #3
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Findings
Hair loss is a sensitive topic for men due to its strong connection to perceptions of masculinity.
Women are more open and vulnerable when it comes to hair loss.�
They seek to learn from other and share experiences.
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Finding #1
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“Hair for men is a symbol of vigor, manhood and strength. It’s a fact of life.”
- Paris, age 30
Men
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Baldness necessitates other displays of masculinity, such as beards or muscles, to compensate for hair loss.
Men
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“There’s a lot of societal pressures around hair and what it means to being a man.”
- Paris, age 30
Men
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Men
Two participants described a friend who wore a visible toupee.
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It was a clear source of self-consciousness �for him, but they didn’t openly discuss or acknowledge it.
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“I don’t talk to random people about it, but I do talk about it with friends. ”
- Ben, age 28
Men
Findings
Men expressed a reluctance to openly discussing it with friends outside of the focus group setting, with one participant citing it as a “taboo” topic.
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Men are reluctant to discuss hair loss
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Women
Findings
All female participants vocalized a high level of comfort around openly discussing hair loss/thinning and other hair issues.
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Women are comfortable opening up
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“I find talking about hair loss and going gray reassuring. It makes me feel better.”
- Sophia, age 33
Women
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Findings
Men are more likely to use hair loss supplements as a long-term preventative measure.
Women are more likely to use supplements in response to postpartum hair loss.
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Finding #2
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Men
Findings
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Men start to use supplements consistently at a younger age due to both early signs of hair loss and awareness about genetic risks.
One participant said,� “I started noticing my hair falling out in clumps!”
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Women
Findings
60%
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of female participants had �no hair loss/thinning concerns beyond postpartum hair loss
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When I was postpartum, I had really bad hair thinning; it was falling out in chunks.”
- Bailey, age 30
Women
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Women
Findings
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female participants have given birth, and all cited taking prenatal vitamins that contained hair supplements as part of their health routine.
Hair thinning was not a primary motivating factor.
3 out of 5
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Findings
Men who use hair supplements prioritize convenience and effectiveness.
Women prioritize overall health, including hair health.
There is skepticism around supplement ingredients and potential side effects.
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Women value comprehensive solutions: Women prioritize overall hair health and are skeptical to confusing information and lack of brand transparency.
Finding #3
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Men
Findings
All participants who used supplements shared that effectiveness was their primary motivating factor.
Despite stating price point as a key motivator, they made it clear they would choose effectiveness over price.
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Men prioritize efficacy over price
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“If you could tell me I could go back �to looking like I did when I was 18, money would be no object."� -Charles, 30
Men
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Participant Profile
Ben, 28
Uses Keeps Finasteride oral and topical supplements
“I bought a Keeps subscription service, despite the premium. The ‘doctor consultation’ makes it feel more scientifically proven.”
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Participant Profile
Charles, 30
Uses Rogaine topical supplements
“My dermatologist recommended Rogaine. I was willing to pay more for the brand name and the doctor recommendation.”
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“I just use whatever is in the shower. I would use a 6-in-1 product if they �had it.”
- Ben, age 28
Men
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Men
“I can’t just easily integrate it into my pill taking routine.”
- Al, age 27
Findings
All three participants cited challenges in consistently using the product as directed.
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Application method is �a barrier for men
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Women
“I don’t know if they’re regulated…there are too many out there. I don’t trust the marketing.”
- Delia, age 37
Findings
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Women are concerned around supplement side-effects
3 out of 5 participants viewed hair supplements with some skepticism, perceiving them as a potential placebo effect.
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Women
Findings
Prefer natural supplements (biotin, skin multivitamins, tea tree oil, and �rosemary oil).
Place greater trust in recommendations from hairdressers or doctors over influencers.
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Women opted for natural supplements from a trusted source
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Hypothesis Review
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Reviewing Hypotheses
Proven.
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Hypothesis #1
Men and women within the 27-40 age group will prioritize different features and benefits when selecting hair care supplements.
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Reviewing Hypotheses
Both proven and
not proven.
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Hypothesis #2
Women will demonstrate greater openness to discussing hair loss and a stronger inclination to research and experiment with hair care supplements compared to men.
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Reviewing Hypotheses
Inconclusive.
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Hypothesis #3
Women will perceive themselves as having to place a greater level of care on maintaining healthy hair compared to men.
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Opportunities
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Men
Opportunities
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The most popular supplements for men cater to their desire for effectiveness, convenience of delivery, and strong brand reputation.
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Opportunities
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Create a men’s hair loss/thinning product that integrates �into existing routines to encourage continued, consistent use.
A shampoo formulated with a topical solution that supports hair growth.
A multivitamin formulated with a supplement that supports hair growth.
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Women
Opportunities
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The most popular supplements for women cater to their desire for doctor-approved, holistic, and medical-grade solutions.
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Opportunities
Partner with a celebrity hairdresser and dermatologist to create a safe, effective hair growth supplement that can easily be integrated into existing routines.
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Kim Kimble
Dr. Dennis Gross
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Assessment of Research Method
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Focus Group Efficacy
Assessment of Research Method
The focus group proved to be an effective method for encouraging open, honest discussion about these topics.
One male we attempted to recruit who has experienced severe hair loss seemed unwilling to participate.
Focus Group A: Men
Focus Group B: Women
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Potential Bias and Next Steps
Assessment of Research Method
To acknowledge potential bias, all the research participants recruited were affiliated with the researchers, so likely impacted their comfort level and ability to open up in the focus group.
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Thank you
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Executive Summary
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Executive Summary
Overview of Research
This report explores perceptions and attitudes towards hair health, including hair loss/thinning, as well as consumer attitudes towards hair care supplements used for hair loss and thinning prevention among individuals aged 27-40.
Separate focus groups were conducted with men and women to understand gender-specific needs and preferences.
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Executive Summary
Key Findings and Opportunities
We found that while “hair health” is a source of confidence for both men and women, it has very different meanings for each group:
We recommend that brands take distinct approaches to market and position products to each group, particularly considering the social stigma attached to hair loss/thinning among men.
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Appendix
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Research Methodology
A semi-structured interview guide was developed to ensure consistency across focus groups while allowing for flexibility to explore emerging themes based on participant answers. The guide addressed topics such as:
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Moderator Guide
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Research Methodology
Voluntary Response sampling was employed to recruit participants. Participants were recruited by contacting friends, family, and acquaintances of the research team based on prior knowledge of their interest in hair loss and hair thinning solutions. Criteria for inclusion in the focus groups included:
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Sampling Strategy
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Research Methodology
Women
3-5 participants who are either currently using or have used hair loss/thinning preventative products like topical solutions, supplements (pills, gummies, collagen, biotin). Age range: 27-40.
Men
3-5 participants who are either currently using or have used hair loss/thinning preventative products and/or had concerns about hair loss/male pattern baldness. Age range: 27-40.
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Focus Groups
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