By Livy Beaner // SWNS
NEWS COPY w/ VIDEO + INFOGRAPHIC
The average female Gen Xer hasn’t worn her natural hair color since 2019, new research suggests.
A poll of 2,000 women ages 42-57 revealed that half (49%) have spent between two to six years dying their hair a different color than what they were born with.
In fact, one in three (32%) said they aren’t even sure what their natural color is anymore.
Another one-third (32%) of respondents in relationships aren’t sure that their partner knows their real hair color, either.
Conducted by OnePoll on behalf of Better Natured, the survey also found that 46% are confident that nobody knows they dye their hair.
Given the average respondent has sported about five different hair colors in her lifetime, it’s no surprise that two-thirds started coloring their hair before the age of 30.
Even so, 58% agreed that they dyed their hair more when they were younger than they do now.
One-third of women surveyed would even consider an unconventional color, with purple (41%), pink (38%) and blue (35%) ranking the highest.
Six in 10 respondents have noticed more young people sporting unique hair colors than older adults, and another almost six in 10 (58%) admitted to changing their own hair more when they were younger, too.
Conventional or not, 74% are more likely to keep a hair color if they get complimented on it. Similarly, 71% admitted that a hair change boosts their confidence.
When looking for a change, Gen-X women are more likely to trust their hairdresser than anyone else (40%). However, they don’t trust their friends any more than they trust opinions on social media, at 26% vs. 25% respectively.
"We're not surprised that a new hair color can help boost women's confidence — dyeing your hair is an easy way to change your style and express yourself," said Jennifer Lauroesch, Director of Marketing for Better Natured. "Whether at home or in a salon, we've seen women become more knowledgeable ab
Four in 10 respondents have used dye to cover their gray hairs or maintain their natural color.
But not all, per one respondent. “[My] gray is coming in very nicely,” she wrote. “I might add color for fun but it has nothing to do with gray. I'd want a color to ADD to my current colors, not cover them.”
Four in 10 (43%) even started embracing their grays more during the pandemic.
The pandemic also changed where people dye their hair. Sixty-one percent also said they are more likely to do so at home now than they were prior to the onset of the pandemic, with 40% saying an at-home dye job if their usual.
Even so, 28% usually visit a salon.
Regardless of color or location, two in 10 (21%) would consider a new hair color as a way to embrace their age.
"Whether women are keeping their natural color — gray or otherwise — or switching it up with a bold color, it's important to love your hair and love your hair color," said Lauroesch. "There can be an element of anxiety in dyeing your hair, especially when it's a new color, which is why virtual try on tools like ours can be so important. We wanted to take the guesswork of how a hair color shade would look on you, before you even made a purchase."
WHY DO WOMEN CHOOSE NEW HAIR COLORS?
- To keep themselves looking young - 28%
- To express themselves - 28%
- Boredom - 21%
- It was recommended by a spouse or partner - 21%
- To embrace their age - 21%
- Their hairdresser suggested it - 20%