HAIR DAMAGE SELF DIGNOSIS

Introduction: Hair Care Brazilian market is huge and focused on products for damage, since consumers are addicted to hair and doing lots of procedures to achieve the result they want. However, Brazilian consumer tends to soften their damage level condition. Objective: This project validated what damage means to consumers in order to deliver a recruitment tool that is more predictive, and consequently develop innovative treatment that best fits their needs. Methods: Quantitative online study with 600 consumers with different chemical procedures routines; this survey covered the damage level self-perception, hair symptoms and routine aggressors. Then, it was conducted the data segmentation to define the features of each level of damage. It was also made a regression analysis in order to identify the symptoms of hair that most impacts on damage sel perception. Results: There is a clear need to help consumers identify their hair condition; among women exposed to chemical procedures, the majority still consider their hair slightly damage (63%). Besides that, around 30% disagree that they have all information needed to treat their damage, neither agree that they are able to easily find the right treatment. In addition, 26% don’t think that is easy to diagnosis their own damage. From procedures perspectives, it was possible to find that the combination of bleaching plus formaldehyde is the procedure that impacts the most on the damage self-perception, followed by procedures as Thioglicolate or Guanidine; Conclusion: Since, the self-perception tends to be softened, the hair symptoms noticed and routine aggressors with its respective weight impact reveals to be a best tool to support consumer on their diagnosis, so, using these axis of evaluation as input on recruitment questionnaire, it’s possible to best identifies the hair damage condition of consumers.