Featuring: Sandra

Summary

Sandra shares how her hair has become increasingly dry with age, shaping how often she washes it, the products she avoids, and what she wants brands to do better. With fine hair but high density, she highlights a clear gap in the market: a shampoo that cleans effectively without drying, weighing down or stripping the hair—no conditioner require

Meet Sandra: Fine Hair, High Density and Increasing Dryness

Sandra describes her hair as naturally on the dry sideexplaining that dryness has become more noticeable over time.

Her hair is very finebut she has a lot of itwhich affects how products feel and perform. She cuts her hair approximately every six weeks and colours it regularly.

Pull quote: “It’s very fine, but I have a lot of hair.”

Washing Less as Hair Gets Drier

Sandra says she now washes her hair less frequently than she used to.

Where she once washed it daily, she now washes it every three to four daysexplaining that with age her hair feels drier and more fragile.

One key point stands out: she does not use conditioner.

She explains that conditioners feel too heavy, leave residue, and make her hair feel dirty and oily very quickly—even when rinsed thoroughly.

Pull quote: “I don’t like conditioners… it leaves the hair very weighty.”

Styling Habits: Practical, Minimal and Occasion-Led

Sandra usually blow-dries her hairadjusting her routine depending on the occasion:

• Quick blow-dry for everyday wear
• Proper blow-dry for special occasions

She doesn’t typically use styling products, except during summer months—when sun exposure and swimming increase dryness.

At that time of year, she turns to professional hairdresser-recommended productsincluding:

• A spray designed to protect and lightly moisturise
• A balm applied after washing to restore moisture

These products come from a professional brand that now also offers ranges for consumers.

Ingredients, Colour and a Preference for Natural Results

Sandra says she hasn’t historically paid close attention to ingredient lists, but that’s starting to change—particularly as she becomes more conscious of skin and hair needs with age.

Hair colouring is another challenge. While she was naturally fair as a child and adult, she now has white hair—mainly at the front—and finds it difficult to achieve colour that looks:

• Natural
• Soft
• Not artificial or over-processed

This preference for natural-looking results extends across both colour and care.

Pull quote: “I like things quite natural.”

What She Wants Brands to Do Better

Sandra’s ideal product centres on the wash step.

She’s looking for a shampoo that cleans without strippingleaving hair:

• Easier to comb
• Soft but not coated
• Nourished without heaviness

Because she dislikes conditioner, she wants a shampoo that does more of the work—without leaving hair dry, tangled or brittle.

She also values scentemphasising the importance of:

• Gentle, refined fragrances
• Pleasant sensory experience
• Avoiding harsh, abrasive formulations

Sandra is particularly critical of mass-market supermarket shampoos, which she feels behave more like detergentsstripping hair of its natural goodness.

Pull quote: “They take out too much of the goodness of the hair.”

Key Takeaways for Brands

• Dry hair concerns increase with age, changing wash frequency and tolerance.
• Fine hair with high density requires lightweight but nourishing cleansing.
• There is demand for “conditioner-free” shampoo solutions that improve combability and softness.
• Scent and sensorial experience remain key value drivers.
• Consumers are wary of mass-market shampoos perceived as overly harsh or detergent-like.