• Nioxin South Africa

Social Media Magnifies the Psychological Impact of Hair Thinning


“NIOXIN-commissioned research, in partnership with Yale University psychologist, Dr Marianne LaFrance, found many would withdraw from life with thinning hair.”

NIOXIN, the No.1[1] salon brand for thicker, fuller hair[2], commissioned a one-of-a-kind global research into the psychological impact of hair thinning, in partnership with Yale University psychologist, Dr Marianne LaFrance. The research delves into how people experience thinning hair globally at all ages and walks of life. These universal insights help, inspire and inform NIOXIN’s innovation pipeline as the brand continues to lead the hair thinning category when it comes to solutions.

NIOXIN’s Global Research of 4,000 adults across six markets* confirmed that some people with thinning hair hold back from living a fuller life. In fact, more than a quarter of respondents (27%) stated they would avoid social interactions if they experienced hair thinning.

According to NIOXIN’s Global Research, six in ten respondents (61%) agreed to feeling concerned about hair thinning, which shows that hair thinning is a growing concern. Of interest was that 25-34-year olds were the most concerned with hair thinning (68%). This age group also indexed higher in agreeing with ‘My thinning hair makes me feel self-conscious’, which Dr LaFrance argues is compounded by the proliferation of visual images and photographic representations of today’s digital channels that influences them.

“The NIOXIN Global Research data clearly shows that the experience of hair thinning leads some people to reduce the uploading of photographs to social media sites because they have concerns about their appearance and prefer not to leave a permanent record of how they look,” says Dr LaFrance.

Over half of women respondents (52%) reported being less likely to take a selfie and upload pictures onto social media if they were to experience hair thinning, compared to a third of men (33%). This is an example of a wider trend from the research that suggests that women’s sense of self is closely tied to their physical appearance.

A key conclusion of the NIOXIN Global Research is that, despite being an existing concern for millions around the world, hair thinning is becoming a greater concern today compounded by the prevalent use of social media. Understanding that consumers today are more concerned than ever before with hair thinning, the No.1[1]salon brand for thicker, fuller hair[2], NIOXIN, has improved the formulas of its award-winning 3-Part Systems Kits to deliver even thicker and fuller hair.

New NIOXIN 3-Part Systems Kits mark the introduction of brand’s first innovations in colour protection and enhancement, while delivering thicker, 2x* fuller hair. For example, new 3D Colour Lock Therapy is uniquely designed for thinning hair clients with new Colour Lock, a post-colour treatment that not only seals in colour, but also increases breakage protection during the shampooing process by up to 50%. New Pro-Colour Shield Technology also features in the new 3-Part System Kits and instantly seals hair cuticles and protects hair colour for up to 18 washes.

Trisha Buller, MIT SRSH, board member of the Institute of Trichologists says: “From my salon experience and patient consultations, there is concern that colouring makes hair thinner, especially over the age of 45, but that thickening solutions make hair colour fade faster. Through lab tests and support from dermatologists during product development, NIOXIN’s improved 3-Part Systems Kits enable women and men to have thicker, fuller hair without even compromising on hair colour. It is safe to use at home to provide longer-lasting colour and protects the hair from damage in between salon visits.”

“As the category leader in hair thinning, we have always led the conversation around hair thinning and strive to understand the latest concerns to inform our product innovation,” said Laura Simpson, CMO of Coty Professional Beauty.

“Our global research with Dr LaFrance from Yale University highlighted the role of social media for people with thinning hair who avoid posting online because of concerns over their appearance. We hope the new innovations in our 3-Part Systems Kits instil confidence for those experiencing hair thinning who want fuller hair and don’t want to compromise on hair colour, so they can embrace a fuller life and share without hesitation.”

[1] globally selling

[2] Value Data Kline & Company

*vs. hair treated with 24h average amount of sebum

NIOXIN South Africa

NIOXIN is distributed by Modern Hair & Beauty who own the sole distribution rights under the guidance of Coty Inc in South Africa.

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Email: education@modernhairbeauty.com

Telephone: 021 590 3700

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