America’s biggest hair wish? Thicker hair. NIOXIN uncovers the truth about hair loss. Who knew that America’s deepest, darkest fear was hair loss? An overwhelming 75% of Americans are worried about losing their hair, according to a recent survey commissioned by NIOXIN.

In the study, the brand uncovered surprising insights into thinning hair and revealed Americans’ shocking lack of knowledge about the causes and solutions that are readily available to them. The study has helped shed light on a subject that so many face but is rarely discussed. With this latest trove of insights, NIOXIN hopes to deepen the conversation around this taboo topic by breaking down barriers, minimizing misconceptions and empowering those with thinning hair to seek a solution once and for all.

The latest AudienceSCAN study found when it comes to personal care services, 5% of Americans expect to pay for hair extensions or wigs in the next 6 months.

AMERICANS LOVE THEIR HAIR
The majority of Americans – 82% to be exact – feel that their hair is part of who they are and spend more than 279 days styling their hair throughout their lifetime. With hair being such an important attribute, NIOXIN was interested to find out just how far people would go if it meant having thicker hair. The findings? Nearly half would rather lose 25% of their salary instead of 25% of their hair, one in three would rather delete all social media if it meant they would have thick hair for the rest of their life and more Americans would rather trip walking down the aisle than have visibly thinning hair on their wedding day.

THE FACTS
Although most Americans are worried about losing their hair, they’re unaware of the key causes of thinning hair, which include the environment, medication, diet, genetics, stress and pregnancy. Connecting these dots early on is critical since thinning is the most common hair change Americans report experiencing with age. While men and women may be open to discussing other beauty issues such as weight and skincare, hair loss is generally swept under the rug because Americans are giving up hope when it comes to keeping their hair. The survey revealed that thinning hair is thought to be inevitable, with 46% of Americans thinking there’s nothing they can do to prevent their hair from thinning.

And AudienceSCAN research reported that 22.4% of Hair Extension/Wig Shoppers are aged 35 to 44. Salons and wig shops can educate these consumers about options for thinning hair in TV ads, because 50.8% of them took action after seeing a TV spot in the past month.

BATTLE OF THE SEXES
Men and women are not created equal when it comes to hair loss. Men have a variety of concerns when they’re young, but anticipating their hair thinning is not one of them. The study found that, while men are actually more likely to wish they had thicker hair and to experience thinning hair, they’re also more likely to believe it’ll never happen to them. When their hair inevitably starts to thin, feelings of being blindsided contribute to an overall pessimistic outlook, with 46% of men believing it’s too late to treat thinning hair once it has started, compared to 33% of women.

The most current AudienceSCAN research found 43.2% of Hair Extension/Wig Shoppers are dudes.

For women, over half (57%) of new moms experience significant changes in their hair after giving birth, one being post-partum hair loss. And while they were prepared for the sleep deprivation and endless diaper changes that come with a new baby, over half of new moms did not hear or talk about port-partum hair loss while pregnant, and 59% of women didn’t even know having a child could cause hair loss. Whether it’s finding products for this post-partum hair loss —which 64% wish they had help with — or having their friends warn them about it, a majority of moms are looking for guidance on this touchy topic. Having open and honest conversations about pregnancy and hair loss could even prevent some tears, as two in five (41%) new moms report having cried about post-partum hair loss.

Wig shops and salons can start talking about this topic through informative advertising. 44.8% of Hair Extension/Wig Shoppers took action after receiving ads/coupons in their mailboxes in the past month, according to AudienceSCAN data. In fact, 11.1% of Hair Extension/Wig Shoppers plan to Get pregnant/Start a family in the next 12 months, and 10.6% have children younger than age two.

AMERICA’S BIGGEST HAIR WISH
“Thicker hair” is America’s biggest hair wish, more so than a different hair texture, style, length, or color. Many Americans think those blessed with thick hair are more attractive, confident, and successful; some even go so far as to speculate that those with thick hair have more sex and money. It’s no surprise then that three in five (60%) Americans want thicker hair, and nearly half admit they’d cry if they started noticing their hair visibly thinning.

AudienceSCAN data is available as part of a subscription to AdMall for Agencies, or with the SalesFuel API. Media companies can access AudienceSCAN data through the AudienceSCAN Reports in AdMall.