Oct 2014

Bad Hair Day Leaves Kiwi Women Angry at the World – Survey

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New Zealand women say a bad hair day makes them feel angry at the world, want to stay home and hide, and that shampoo companies don’t keep their promises, according to new research.

Bad hair dayNew Zealand women say a bad hair day makes them feel angry at the world, want to stay home and hide, and that shampoo companies don’t keep their promises, according to new research.

The study of 1005 New Zealand women was commissioned by leading hair care brand Pantene to investigate Kiwi women’s attitudes towards their hair and their perception of hair care companies.

And while it’s no secret that hair can make a difference to how a woman feels about herself, few would have guessed the heavy toll it can have on an individual’s self-worth.

Just over one in ten Kiwi women said a bad hair day would leave them feeling “frustrated and angry at the world”, while 13% of us would actively avoid eye contact with people if our hair wasn’t up to scratch.

Twenty-three percent of women surveyed said if they were unhappy with their hair they’d rather stay at home than venture outside, with more than half of all respondents saying a bad hair day leaves them feeling embarrassed and self-conscious.

Having hair that looks good had widespread social benefits for respondents with 57% of women saying they are more likely to go out, and one-third claiming they are more likely to take a ‘selfie’ or have a photo with friends.

Good hair was also significant for Kiwi women when it came to the dating game with 6% of respondents saying they were more likely to ask someone out on a date and 15% saying they’re more likely to talk to a complete stranger.

Nearly 90% of women say they are unhappy with their current hair care regime, with two thirds of respondents saying they fall short or completely fail to deliver on what they promise.

Plus, 50% of all Kiwi women said damage is their number one concern when it comes to the condition of their hair.

Psychologist Sara Chatwin says the research clearly shows the importance we place on our appearance in our everyday lives.

“Whether this comes from within and is related to our own sense of self-worth; whether we have been conditioned by all the glamorous images we see of women with beautiful hair, or a combination of them both, who knows? The reality is that women are having ‘bad hair days’ and this is affecting how they perceive themselves and how they respond to different situations at home, socially and the workplace.”

Chatwin says hair can be a significant factor in self-definition for some women and men.

“Even in Biblical times long, luxurious air was viewed as a sign of strength and virility for men and beauty for women, as an example Sampson lost his strength when his hair was cut. Today men often grow facial hair to appear rugged and virile while women pour a great deal of money into hair colour, cuts and products,” she says.

Jane Wecker, Pantene brand manager, says the company commissioned the study to understand the needs of New Zealand women and deliver a product line-up that truly meets what they are looking for.

“We have taken on board the feedback from Kiwi women and have launched the Pantene Promise, a breakthrough formulation in hair care, in response,” she says. “We are confident the new formulation promises up to 100% damage protection with a lightweight feel so women no longer have to compromise.”

For more information see www.pantenepromise.co.nz.

Find out more about Pantene on Facebook http://www.facebook.com/PanteneANZ and Instagram @PanteneANZ

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Fleur Revell
Fleur Revell is one of the country’s most eminent PR consultants and public relations practitioners with more than 20 years industry experience behind her. Fleur is also a three times Qantas Media Awards winner and Feature Writer of the Year; and has an exceptional working knowledge of the New Zealand media landscape and its accelerating evolution in the digital age.
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