An astonishing 75 per cent of Australians rely on a good hair day to boost their confidence and I would definitely say I am included in that number.
New research from haircare brand Kérastase has revealed that despite the rising cost of living, young Aussies are investing in their hair more than ever before.
Young Australians (Millennials and Gen Z) in particular are three times more likely to buy hair oils, serums and heat protectants in the hopes of achieving luscious locks.
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And Australians’ No.1 concern when it comes to their hair is the lack of shine.
Kérastase National Education Manager Andrea Bryceland says it’s great to see people becoming more conscious of which products are right for them, based on their particular hair type.
“Hair, like skin, varies so much from person to person, so it’s really important that people are using products tailored to their hair needs and goals,” she said.
“Despite the widespread emphasis on hair appearance and styling, awareness of hair damage often ranks low among consumers.
“Being unsure of what causes damage to your hair can lead to long-term issues. However these issues could be mitigated with proper care, knowledge and education.”
Aussies are aware of some factors that can affect their tresses such as stress, poor diet and heat damage.
But they weren’t so up to speed on how hard water could happen their hair goals, with mineral build up and calcium build up causing lasting damage.
Andrea said the best way to reduce calcium build up was by “incorporating clarifying treatments into your haircare routine”.
Kérastase has formulated a new Premiere collection which is tailored to all types of damaged hair.
This professional-grade and sulfate-free collection contains citric acid which eliminates excess calcium, neutralising the dullness and stiffness of hair.
“Once the calcium is removed, glycine will dramatically reduce breakage. This collection also utilises peptides which will create smoothness and softness,” Andrea explained.
The Première Collection includes a reparative duo featuring an Intensive Repairing Concentrate for $99 and a Decalcifying and Repairing Hair Shampoo for $65.
The Première range also includes a repairing conditioner, a repairing mask an intensive repairing serum and repairing hair oil.
Shoppers can purchase the entire collection here on the Kérastase website or read the full report here.
