Member Article

Results of Study Demonstrate Benefits of Swapping Showerheads To Haircare Routine

In a bid to find the ‘Perfect Rinse’, global shower brand Methven has revealed the results of a new study investigating the benefits of swapping showerheads to improve hair care – 80% of participants said that swapping their showerhead rinsed their hair quicker.

Furthermore, results from the four-week focus group study in the UK showed that three-quarters (73%) of those who took part in the product trial believed their hair looked healthier and shinier.

Methven conducted research into the public’s hair washing routine with particular focus on how a showerhead can make the hair rinsing process quicker, easier, more enjoyable and most importantly, more efficient.

A focus group panel* swapped their existing showerhead and road-tested its most awarded product, the Aurajet® Aio. Not only does the shower handset boast a unique halo-shaped design, it also contains innovative technology creating a distinctive fan like spray pattern, providing a greater spray force and double the water coverage in comparison to conventional showerheads.

Participants attended an initial focus group prior to testing the product. A series of questions were asked to determine factors such as; buying habits, brand loyalty, personal and brand image and attitudes towards haircare. Questions included: “What’s the average length of time it takes to wash your hair?”, “How much do you spend on haircare a month?” and “How important is it to you that your hair looks good?”

The research revealed that, although the majority of participants spent between £50-£100 every month on haircare, none of the panel had considered changing or upgrading their showerhead in a bid to improving their haircare results.

Participants spent four weeks putting the product to the test and the headline, post-trial results from the group were as follows:

• 93% of participants stated they would choose the Aurajet® Aio over their previous handset • 87% of participants would recommend Methven to a friend • 80% claimed that the showerhead rinsed their hair quicker in comparison to their previous handset • 73% believed that their hair looked healthier and shinier due to the Aurajet® Aio showerhead • 60% agreed that the handset was an investment for long-term hair healthiness

The overwhelming majority stated that they would favour the handset over their previous showerhead and agreed the product rinsed their hair more effectively. One participant said: “It definitely took half of the time to rinse my hair… it’s the Dyson of showerheads!” while another claimed “I’ve used less conditioner because I’ve found that my hair is in better condition since using the showerhead.”

Clare Ward, spokesperson, at Methven UK, said: “We spend a lot of time studying and researching what people want from their shower. We commissioned this study in a bid to improve our understanding of haircare routines as we strive to find the perfect rinse.

“There’s one striking finding from the study, and that is while average spend on haircare products is high – between £50 and £100 every month when cleaning, conditioning, colouring and styling is taken into consideration – not one participant had previously considered making a small investment in a new shower head to enhance their haircare results.

“Yet the results of such an upgrade are clear with three-quarters saying that by using our Aurajet® Aio showerhead improved the look of their hair compared to their existing shower.

“Consumers understand the benefits of a good-quality straightener and hairdryer but it seems there is some work still to be done in conveying the benefits of a new showerhead in achieving the perfect rinse.”

*Focus group panel contained 15 participants

This was posted in Bdaily's Members' News section by Charlotte Thompson .