A human-centric analysis of hair products using eye tracking

When it comes to hair, research into physical and chemical properties is ubiquitous. However, interest in human-centered methods has steadily been growing in popularity. Eye tracking has emerged as a valuable tool to decipher what real people think of hair products, with Tobii providing research and analysis services to support such developments.

In this article, we showcase FineToday Co., Ltd.’s efforts. (The research results were presented at the 26th Japan Society of Kansei Engineering from September 12-14, 2024, in Tokyo.)

Growing demand for advanced home hair care products

Since COVID-19, demand for home hair care has surged as people visited salons less frequently. Today, consumers increasingly seek high-performance hair dryers, flat irons, and premium shampoos. Social media influencers showcasing product transformations through videos and before-and-after photos have also driven interest in hair care products.

Integrating expert insights with consumer perspectives

Traditionally, hair care products have been evaluated by experts focusing on texture and appearance of the hair. However, these assessments lacked consistency and missed the consumer’s overall perspective on hair appearance.

FineToday Group, established in 2021 after acquiring Shiseido’s personal care business, recognized this gap. Seeing exmples of previous eye tracking studies, the company considered applying the same method to hair research.

Shifting from a microscopic approach focusing on individual hair strands, they adopted a macroscopic view using eye tracking to evaluate consumers' responses to hair appearance and style.

Eye tracking reveals consumers’ hidden beauty preferences

Tobii’s research team conducted a study involving 40 Japanese women in their 20s interested in beauty. They compared various hairstyles, including damaged and undamaged hair. Participants were divided into two groups: one asked to choose their preferred hairstyle and the other asked to identify the less desirable one.

Upon analyzing the results, Tobii’s research team found that, regardless of the instruction given to the group, the damaged hair received a disproportionally large share of the attention. This showed the researchers that that in a natural state with no task provided, the average person is more drawn to looking at damaged or undesirable hairstyles.

Exploring advanced eye tracking applications

FineToday presented these findings at the Japan Society of Kansei Engineering conference, generating high interest among participants and recognition within the company. Looking ahead, the company plans to expand its research to different age groups, races, and genders, leveraging Tobii's global network. This ongoing research aims to uncover more latent consumer needs.