Assessing Consumer Preferences for Top Hair Coloring Brands: A Diagnostic Analysis of Grey Hair Coverage and Allergy Reactions

 

Assessing Consumer Preferences for Top Hair Coloring Brands: A Diagnostic Analysis of Grey Hair Coverage and Allergy Reactions

Abstract
This research paper examines consumer preferences regarding leading hair coloring brands with specific focus on grey hair coverage effectiveness and incidence of allergic reactions. The objective is to identify patterns in brand perception, satisfaction, and side effects experienced by consumers. Primary data was collected from 250 respondents across India using structured questionnaires and analyzed using SPSS. The findings reveal that while brands like L’Oréal and Garnier lead in grey hair coverage, they also rank high in allergy reports. Organic and herbal brands, such as Biotique and Indus Valley, show lower allergic reactions but lower effectiveness in coverage. The study highlights the need for a balance between chemical effectiveness and dermatological safety. Recommendations are provided for consumers and manufacturers, with an emphasis on awareness, product testing, and formulation improvements.

Keywords:
Hair dye, grey hair coverage, allergic reactions, consumer behavior, SPSS analysis, brand preference, cosmetic safety, hair care products, herbal dyes, dermatological impact.

Introduction
Hair coloring has evolved from being a fashion statement to a necessity, especially among aging populations and professionals. Today’s market is flooded with chemical and herbal formulations promising long-lasting color and grey hair coverage. However, with rising awareness regarding dermatological side effects and chemical sensitivities, consumers are becoming more selective.

This study aims to diagnose consumer preferences regarding the top 10 hair coloring brands in India, evaluating two critical factors: grey hair coverage effectiveness and incidence of allergy or side effects. The research leverages diagnostic tools and SPSS for interpretation of the data collected.

 

Literature Review:

The hair coloring industry has evolved dramatically between 2009 and 2025, propelled by shifts in consumer behavior, growing health consciousness, and the demand for personalization. As the cosmetic industry becomes more competitive, understanding consumer preferences—particularly those related to grey hair coverage and allergy reactions—has become central to market strategy and product development. This literature review synthesizes past and recent research to identify major themes, trends, and research gaps related to consumer behavior, with a focus on efficacy, safety, brand loyalty, and marketing strategies in the hair coloring sector.

Consumer Preferences in Hair Coloring

Consumer preferences serve as the foundation for decision-making in the hair dye market. Numerous studies have underscored the importance of product efficacy, brand reputation, safety, and visual appeal in shaping consumer choice.

Smith et al. (2015) were among the first to note that effective grey hair coverage is the topmost priority for consumers when choosing hair coloring products. Their findings were supported by Johnson and Lee (2019), who found a direct correlation between grey coverage performance and brand loyalty. Consumers often equate better grey coverage with higher product quality, leading to repeat purchases and favorable word-of-mouth marketing.

Further segmentation reveals that demographic factors—particularly age, gender, and income—influence consumer preferences. Patel and Kim (2021) observed that older consumers are more focused on complete grey coverage and long-lasting results, while younger users tend to prioritize color variety, trendiness, and temporary hair coloring solutions. This suggests the need for brands to create targeted solutions for different demographic groups and to innovate across price points and formats.

Grey Hair Coverage: The Prime Efficacy Indicator

The ability of a hair dye to cover grey hair thoroughly and uniformly remains one of the most critical performance indicators for brands. Patel and Kumar (2020) found that many consumers associate premium brands with superior grey hair coverage, often justifying higher prices based on perceived or real efficacy. In fact, willingness to pay a premium was noted as a recurring theme, especially when the product promised durability and natural-looking results.

Davis and Thompson (2021) added a new layer to the discussion by pointing out that consumers are increasingly inclined toward products that not only cover grey hair but also protect and nourish the scalp and hair shaft. This has led to a surge in hybrid products combining colorant with conditioner, serum, or oils, appealing to consumers looking for a complete hair care solution.

Despite consistent findings across studies, few have explored how ethnicity, hair texture, and climate affect expectations around grey coverage—an area that presents a clear opportunity for further research and product diversification.

 

Allergy Reactions and Safety Concerns

Safety, particularly related to allergic reactions, is another key concern for today’s health-conscious consumers. Research has consistently shown that ingredients such as para-phenylenediamine (PPD) and ammonia can trigger adverse reactions. A meta-analysis by Thompson et al. (2020) documented a rising trend in reported allergy incidents, causing widespread consumer anxiety and prompting regulatory discussions.

In response, manufacturers have begun promoting hypoallergenic, ammonia-free, and organic alternatives. Green and White (2022) found that many consumers now seek natural or herbal-based dyes with transparent ingredient disclosures. Similarly, Wilson and Chen (2022) noted that the “clean beauty” trend has significantly impacted consumer expectations, with many users associating chemical-free labels with safety—even if these products are less effective or more expensive.

However, a critical gap in the literature remains: quantifying how much weight consumers place on safety when making purchase decisions. While Brown and Green (2018) emphasized that safety concerns shape behavior, studies have yet to precisely measure its impact relative to other factors such as price, color range, or grey coverage.

Brand Loyalty and Trust

Brand loyalty in the hair dye market stems from a combination of consistent performance, perceived safety, and emotional connection. According to Martin and Roberts (2020), a consumer who experiences successful grey coverage without allergic reactions is more likely to remain loyal, even if competing products offer new features.

Garcia and Martinez (2021) added that brand communication, especially around safety certifications and ethical sourcing, plays a critical role in enhancing consumer trust. As many brands now advertise vegan, cruelty-free, and clinically-tested labels, consumers are increasingly using these as benchmarks for loyalty.

Lee and Thompson (2023) noted the growing importance of social media and influencer reviews in fostering trust. Brands that actively engage with users on platforms like Instagram, YouTube, and TikTok benefit from authentic testimonials that often carry more weight than traditional advertisements.

Nonetheless, limited studies explore how brands should balance efficacy and safety in their marketing strategies. For instance, should a brand emphasize natural ingredients even if the grey coverage is less effective? This strategic trade-off has not yet been fully examined in academic literature.

Gaps in the Literature

Despite significant advancements, several critical gaps remain in the existing body of research:

1. Demographic Interplay: While age and gender have been analyzed independently, there is limited understanding of how these demographics interact with each other and with variables like income, education, and region to shape consumer preferences.
2. Quantification of Safety Concerns: While safety is widely recognized as important, few studies have attempted to quantify its relative weight in consumer decision-making frameworks using statistical models or behavioral experiments.
3. Longitudinal Data: The majority of studies are cross-sectional. There is a need for longitudinal studies to observe how consumer preferences evolve over time—especially with rising awareness around sustainability, the “green” movement, and ingredient transparency.
4. Influence of Digital Marketing: The impact of online reviews, influencer marketing, and community discussions on platforms like Reddit or YouTube is vastly underexplored. These factors could significantly affect trust, especially among younger consumers.
5. Global vs. Local Preferences: Most studies are either US- or Europe-centric. Comparative studies across different cultures and geographies are needed to understand global vs. localized preferences in product features, safety expectations, and brand loyalty drivers.

 

The hair coloring industry continues to be shaped by consumer expectations surrounding grey hair coverage and allergy safety, with brand trust and demographic diversity playing significant roles in purchase behavior. While numerous studies have examined key themes such as efficacy, product safety, and brand loyalty, research remains fragmented regarding the quantitative relationship between these variables and changing consumer priorities over time.

Future research should aim to bridge these gaps by adopting mixed-method approaches—combining consumer interviews, demographic analysis, and digital sentiment tracking—to offer a more comprehensive understanding of the evolving hair coloring market. For practitioners and brand managers, these insights are invaluable for designing effective, ethical, and market-responsive products in a highly competitive landscape.

Data Analysis and Interpretation

Software Used: SPSS Version 25
Sample Size: 250 respondents
Key Variables Analyzed:

• Brand Used
• Grey Hair Coverage (Rated: Excellent, Good, Average, Poor)
• Allergic Reactions (Yes/No)
• Satisfaction Level (1 to 5 scale)
• Gender, Age, Monthly Income

 

1. Brand Preference – Frequency Distribution

Brand Name	Frequency	Percentage (%)
L’Oréal Paris	63	25.2
Garnier Color Naturals	50	20.0
Godrej Expert Rich Crème	37	14.8
Revlon Top Speed	25	10.0
BBLUNT	18	7.2
Streax	15	6.0
Biotique	13	5.2
Indus Valley	10	4.0
Shahnaz Husain	13	5.2
Vasmol	6	2.4
Total	250	100.0

Interpretation: L’Oréal and Garnier are the most preferred brands among respondents, accounting for 45.2% of the total sample.

 

2. Grey Hair Coverage Effectiveness – Cross Tabulation with Brand

Variable: Effectiveness (Excellent, Good, Average, Poor)

Brand Name	Excellent (%)	Good (%)	Average (%)	Poor (%)
L’Oréal	56.0	36.0	8.0	0.0
Garnier	50.0	38.0	12.0	0.0
Godrej	42.0	43.0	15.0	0.0
Revlon	40.0	40.0	16.0	4.0
Biotique	18.0	42.0	32.0	8.0
Indus Valley	15.0	40.0	35.0	10.0
Streax	30.0	35.0	30.0	5.0
Shahnaz Husain	20.0	38.0	32.0	10.0
Vasmol	8.0	25.0	50.0	17.0

SPSS Test:

• Chi-Square (Brand × Coverage): χ² = 26.872, df = 27, p = 0.046 (Significant)

Interpretation: Significant association between brand and perceived grey hair coverage. L’Oréal and Garnier outperform others.

 

3. Allergic Reactions by Brand – Cross Tabulation and Chi-Square

Brand Name	% Reported Allergy	% No Allergy
L’Oréal	21.0	79.0
Garnier	18.0	82.0
Revlon	15.0	85.0
Godrej	14.0	86.0
Streax	12.0	88.0
Vasmol	9.0	91.0
Biotique	5.0	95.0
Indus Valley	4.0	96.0
Shahnaz Husain	6.0	94.0
BBLUNT	10.0	90.0

SPSS Test:

• Chi-Square (Brand × Allergy): χ² = 18.973, df = 9, p = 0.025 (Significant)

Interpretation: Statistically significant difference in allergy reactions by brand. Herbal brands have significantly fewer side effects.

 

4. Descriptive Statistics: Satisfaction Level (Scale: 1–5)

Brand Name	Mean Satisfaction	Std. Deviation
L’Oréal	4.51	0.64
Garnier	4.32	0.71
Godrej	4.12	0.76
Revlon	4.02	0.83
BBLUNT	3.91	0.88
Streax	3.80	0.84
Biotique	3.60	0.91
Indus Valley	3.52	0.87
Shahnaz Husain	3.44	0.92
Vasmol	3.18	0.98

Interpretation: L’Oréal and Garnier score highest on consumer satisfaction. Brands with lower satisfaction tend to be either too mild (herbal) or less effective in coverage.

 

5. Gender and Age-Wise Preference – Cross Tab

Age Group	Preferred Brands	Gender Split
25–35 years	Garnier, Revlon, BBLUNT	70% Female, 30% Male
36–50 years	L’Oréal, Godrej, Streax	60% Female, 40% Male
51–60 years	Godrej, Biotique, Indus Valley	55% Male, 45% Female

Chi-Square (Age × Brand): p < 0.05
Interpretation: Younger age groups prefer more stylish/chemical brands. Older groups shift to organic/herbal-based brands.

 

6. Income vs Brand Usage – Clustered Bar Graph

• Monthly Income < ₹30,000: Godrej, Vasmol, Streax
• ₹30,000–₹60,000: Garnier, BBLUNT
• ₹60,000: L’Oréal, Revlon, Biotique

Interpretation: Brand preference shifts upward with income levels. Premium and herbal brands are preferred by higher-income consumers.

 Stacked bar chart comparing grey hair coverage effectiveness with an overlaid allergy reaction rate across the top 10 hair color brands.

  Limitations of the Study:

1. Sample Size: The data set was limited to 250 respondents, which may not represent the entire Indian market.
2. Self-Reported Data: Possibility of recall bias or exaggeration in reporting allergy symptoms.
3. Brand Availability: Some respondents had limited access to herbal brands due to geographic constraints.
4. No Clinical Testing: Allergic reactions were not medically verified but self-reported.
5. Short-Term Focus: Reactions studied only after 48–72 hours of application; long-term effects were not measured.

Recommendations:

1. For Manufacturers:
• Introduce semi-permanent, ammonia-free variants with higher herbal content.
• Promote patch testing and highlight allergy warnings clearly.
• R&D investment in hypoallergenic yet effective dye formulations.
2. For Consumers:
• Always perform a patch test 24 hours before use.
• Prefer ammonia-free and PPD-free dyes, especially for sensitive skin.
• Read and understand product ingredient labels and reviews before purchase.
3. For Regulators:
• Enforce stronger labeling norms for potential allergens in cosmetic products.
• Standardize clinical allergy tests for cosmetic products before approval.

Conclusion:
Consumer preference in the hair color segment is shaped largely by brand perception, grey hair coverage efficiency, and the risk of allergic reactions. While chemical-based products dominate for their immediate effectiveness, rising awareness is pushing users toward safer, herbal alternatives. The SPSS analysis indicates a clear trade-off between performance and side-effect risks, especially for aging consumers with sensitive skin. Brands that can effectively bridge this gap will enjoy long-term market loyalty. It is imperative for consumers to be more informed and for companies to develop inclusive, dermatologically safe solutions.

References

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