A new survey conducted by ProfilePro’s Cloud 10 Hair Care brand has indicated that millennials prefer a customised approach to haircare products.

With 1,000 participants from the US, the survey found that 77% of women aged between 18 and 35 at all income levels preferred shampoos and conditioners that were customised based on their individual haircare needs.

The 2017 Cloud 10 Millennial Hair Care Report further revealed that 88% of participants take the fragrance of the shampoo and conditioner into consideration when shopping.

ProfilePro co-CEO Ellen Langas said: "Our Cloud 10 Hair Care formulas, shopping experience, and social community are all designed around the distinct preferences that millennials crave when selecting haircare products.

"The survey found that 77% of women aged between 18 and 35 at all income levels preferred shampoos and conditioners that were customised based on their individual haircare needs."

"We constantly invite customer feedback and utilise survey results like this so we can provide the ultimate customisation experience."

According to the report, 22% of women taking the survey would not use haircare products with sulphates or parabens, while 34% were not aware of these ingredients.

It was found that 25% of millennials shop online and majority of them prefer products that target strength, dryness, and frizz of the hair.

Cloud 10 Hair Care offers a short series of questions on its website to allow customers to identify their haircare requirements, which are then matched to recommended products with their preferred scent and lather.


Image: The 2017 Cloud 10 Millennial Hair Care Report reveals that stronger hair topped millennials' hair care goals, followed by reducing dryness and taming frizz. Photo: courtesy of PRNewsfoto/Cloud 10 Hair Care.