Survey Reveals 96% Hong Kong People Have Hair Problem
Health Awareness Required to Boost Social Confidence and Performance

Hong Kong (7 April 2005)

On World Health Day today, Watsons and ESDlife announce the results of a survey about "hair and self-confidence" to echo WHO's initiative to concern about the mental and social health of the public. Watsons commissioned ESDlife on an online survey last month, which successfully interviewed 1,564 people aged 20 - 44. The survey aims to gauge the impact of hair on social relationships and behavior. Results indicated that hair can affect a person's mood, self-confidence and social performance. Unfortunately, 96% of Hong Kong people are troubled with hair problems that can curb relationships. According to behavioural psychologist and hair expert, hair is the index of health and vitality. The appropriate social response to the situation is to educate the public on the right tools or ways to address these problems.

Among all the steps to groom yourself in the morning, 70% people think that waking up with bad hair will affect their mood the most, much worst than failing to find the right outfit or having a dull look on their face. Hair is influential in social life especially when a person has to be at special occasions like taking important photos, the first date or job interviews and performance appraisals. The majority of people choose to hide bad hair in a cap or head band when they have an audience on a bad hair day. This reflects hair is important to a person's comfort level and self-confidence in social occasions. 26% people think hair can be a social turnoff just after the obvious deterrent body odor (42%), and above attire (20%), skin and makeup (12%).

"Hair is the index of health and vitality in terms of Chinese medicine and behavioural ecology. Bad hair is one of the biggest social turnoff because instinctively, people like to be with healthy people," reasoned Lee Po Nang, clinical behavioural psychologist and Oriental Life Counsellor. On the fact that over 80% of the respondents were female, Lee expressed concern. "Let's hope that men are not neglecting the health of their hair or their self-awareness is not deteriorating because historically, men and women should have the same strength and vitality to grow healthy hair."

77% people confessed that they have hair problems and 19% were prescient and worried that they eventually will. The situation is actually optimistic because it reflects social awareness of health and the desire to have better hair. "It is therefore a social responsibility of professionals to assist the public with the right tools and knowledge to achieve desired hair health," said Lee.

Of all the most common hair problems, 41% people have tangled hair, 39% have dry hair and dandruff respectively, and 26% have too oily hair. Other problems constitute another 8%, but celebrity stylist and, believed split end is probably another major flaw leading to problems like hair tangling. Celebrity hair designer Pius Yiu, Director of O4 Hairstyling Group, said, "Many clients come into my salon wearing a cap. You know that they come with problems. The most common problem is damaged hair and the wrong method in hair care. Salon treatment is a professional solution, but my advice is to build a foundation of proper hair care at home to bring out the best effect of professional treatment."

When is a hair wash necessary? 34% people will do it before dating, 31% prior to work or job interviews, 20% before social gatherings and 15% before pictures. The urge increases with the importance of the audience. This suggests that people's self-perception is built the subjective judgement of others. Over 50% people wash their hair every day. This is a positive public health trend. "Like skin, hair is the first noticeable feature to determine whether a person has a good or bad impression on you. However, cleanliness should come with proper nourishment. Treatment twice a week at home is recommended for best results," said Yiu.

34% respondents expect hair products to fulfil the basic function of complete cleansing. Surprisingly, 14% people hope that the next best result is to let them have the hair in commercials and give fragrance respectively. These relatively superficial factors override qualities like smoothness and easy-combing (12%), repairing (11.4%), removing dandruff (8.6%) and nourishing (6.5%).

"The demand for hair products is increasing. We see on average 2 to 4 new ranges for each hair product brand every year. However, prices have dropped against demand. The shampoo market size in February this year has increased 4% over 2004 in value, but the increase in actual consumption has increased 11%, indicating a deflation of cost per ml," said Cecilia Chan, Merchandise Controller of Watsons.

When determining their next hairstyle, 40% people take celebrities or models from magazines or hair product spokespersons as reference, 35% people have no specific reference and 25% take friends' recommendations or even follow their friends' hairstyle. Men's most attractive style is short and straight dark brown hair, and women look best in long and straight dark brown hair.

"We see beauty and perfection in celebrities, and beauty is often interpreted as health. People use celebrities as reference point because they desire to attain a higher standard. Despite the popularity of exotic colouring and styling, people still choose dark straight hair as the best style because this is the best health index of natural Oriental hair. People have the instinct to protect and enhance natural health status," explained Lee.

As a reassuring conclusion, 98% people think hair is important to them, with 75% thinking hair affects appearance and image. Hair is the hygiene standard for 15% people, health index for 6% and personal taste for 4%. Lee hopes that the percentage of people treating hair as a health index will increase over time because this is health is the pre-requisite to hygiene, personal taste and image. With increased self-awareness in the health of one's hair, there will be increased self -confidence and a balance in social life.

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