Why do you have to trim your hair?
By 2020, the number of Australians expected to shave off their hair has risen to 9% according to research by a leading cosmetic company.
The report, from research firm Euromonitor International, predicts that by 2026 there will be 5.8 million Australians aged 16 and over who have trimmed their hair, which would represent nearly half of the population.
Dr David Hodge, the company’s global head of skin care and treatments, said the trend reflected a shift in attitudes towards trimming in Australia.
“A lot of people are going for a hair style which has a little bit of a curl, and the trend is towards a softer and more natural look,” he said.
“That’s why there’s been a huge demand for the products in the past two or three years, to bring more natural-looking haircuts.”
In an earlier survey, conducted in October, Dr Hodge found that just over two-thirds of Australians aged 15 to 24 said they had cut their hair to try and improve their appearance.
Dr Hodge said the research showed that the trend was becoming more mainstream.
“The more people get the haircut, the more people are starting to look at the importance of styling, and so we’re seeing a change in attitudes to trimming and a shift towards softer haircuts,” he explained.
The rise in demand for salon-style haircuts has been driven in part by the increasing popularity of Instagram, with over a million people posting pictures of their looks on the social media platform in the month leading up to the report.
Dr Jules Clements, CEO of Haircare Australia, said there were more than 600,000 hair stylists in Australia and about 1.8 billion hair products sold.
“If you look at all the products out there, there’s so many options available, you have options for hair, you can apply to hair, to facial hair, and of course there’s all these options for styling, from styling products to haircuts, and you’ve got people wanting to try a different look,” Dr Clements said.
While many Australians were reluctant to go for a more traditional style of styling due to their preference for natural hair, Dr Cools said there was no reason why they should have to go with a straight-cut style.
“You know what, if you want to do a straight cut, go for straight hair, just don’t go for the traditional straight cut,” she said.
The latest survey by Euromonitors shows that the number and popularity of online salon-type haircuts in Australia have also increased.
In the first quarter of 2020, more than one million people in Australia used online salon styling services, which increased from 4.3 million in the first three months of 2017 to 9.5 million in Q1 2020.
The number of people using online hair styling services in Australia has increased from 6 million in 2018 to 11 million in 2020.
Dr Clements believes the trend towards the use of salon-like styling services could lead to more people looking for salon style hair products.
“We know that the popularity of hair care is growing globally, and I think that’s why we’re also seeing this trend in Australia, is it’s an opportunity for people to go online and see what they’re looking for and try it out and see if they like it,” she explained.
Topics:hair-and-beauty,hair-medical,health,health-policy,government-and,australiaFirst posted September 26, 2020 12:45:34Contact Amy AitkenMore stories from Victoria