Hair oiling: the trend between web and social media

Hair oiling - an ancient practice used to improve the health and appearance of hair, which involves applying natural oils to the scalp and hair to moisturize, nourish, and protect - boasts a long history rooted in the self-care and well-being customs of ancient civilizations. In ancient Egypt, for example, castor oil was used to promote hair growth and keep the scalp hydrated. In India, on the other hand, Ayurveda was and still is practiced, a traditional system of medicine that involves the use of natural oils like coconut and sesame to improve the health and appearance of hair.

This habit has been passed down through the centuries and has become an integral part of beauty routines in many cultures, including European culture. In recent years, there has been a resurgence of interest in natural oils and ancient hair care and beauty rituals, leading to the popularity of hair oiling as a domestic and effective method to maintain healthy and beautiful hair, drawing on the wisdom of ancient traditions.

Web and Social Media

In this renewed trend, the internet and social media play a crucial role. According to a study conducted by the Social Intelligence team at Retex through a social listening platform, in Italy in 2023, hair oils captured the attention of beauty enthusiasts online, generating a total of about 18,000 discussions on the open web. With 76% of total mentions, the phenomenon found fertile ground on social media, where content was mainly shared on Facebook through pages or profiles of professionals in the cosmetics industry, who provide information on the composition of these oils and guidance on their correct use, educating users to only purchase tested products. Following this, news articles accounted for 23% of content published in industry magazines or featured in national publications.

As for the types of oils that were discussed online, the most talked-about were argan oil and coconut oil, praised for their protective and nourishing properties for the hair and scalp, respectively. Following these were jojoba oil, promoted for its hair restoring properties, and rosemary oil, cited for its anti-inflammatory and antioxidant properties beneficial for strengthening the scalp and preventing hair loss. Other oils mentioned included flaxseed oil, castor oil, and wheat germ oil.

Online Searches

Using STAT, a proprietary business intelligence platform that identifies actionable opportunities by intercepting new search trends, Witailer conducted a study on user searches on Amazon Italy. Within the "Beauty" category (one of the categories with the highest search volumes on the marketplace), the subcategory "Hair Oils" ranked eighth among the most searched categories during the first quarter of 2024, recording a total of 1.8 million searches, with a 112.3% increase compared to the same quarter of the previous year, confirming significant interest in these products and a strong preference for certain brands and types.

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In the "Hair Oils" subcategory, searches by type showed rosemary oil as the most searched, followed by castor oil and argan oil. There was also a significant presence in "branded searches," with nearly one in three searches directly mentioning a brand. Mielle Organics stood out as the most searched brand overall with nearly 400,000 searches and a 472% year-over-year increase, showing strong awareness among users. Other top brands included Kerastase, Nashi, Wella, and Davines.

China

According to data analyzed by Iconic Social Intelligence and Retex China, examining keywords for hair products in 2023, the total number of conversations in China related to "Hair Oil" was second only to "shampoo" and ahead of "conditioner" and "scalp care". In the second half of 2023, due to the real estate crisis, Chinese consumers became more cautious in their spending, leading to a decrease in demand for these products. However, in the first quarter of 2024, interest began to rise again, with a buzz of 2,913,616 conversations, marking a 7.7% increase compared to the first quarter of 2023.

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Chinese consumers have shown a growing interest in premium products dedicated to hair beauty, particularly luxury and exclusive products. They are attracted to well-known international brands with a tradition of quality and excellence. In the first quarter of 2024, brands like Sisley, L'Oréal, and Schwarzkopf dominated the conversation.

Social networks play a crucial role in China, shaping consumer perceptions and preferences and influencing their purchasing decisions. Weibo, a microblogging platform with trending topics, viral posts, updates from friends, celebrities, and key opinion leaders, is widely used by hair care brands to boost their visibility and promote product launches through advertising campaigns and collaborations with celebrities and influencers, creating high levels of engagement.

The analysis also reveals a growing interest in wellness and ritual practices. Chinese consumers value self-care and well-being, with the experience of massaging luxurious oils into their hair becoming a favored relaxation ritual. Moreover, the preference for natural and organic oils and transparency in the production chain reflects a cultural shift towards sustainable hair care solutions.