Hair is tied to our self-esteem and identity A research by Alter Ego Italy reveals (and confirms) it
There is a deep and almost invisible bond that connects Italian women to their hair: it’s not just a matter of style, but also - and above all - of empowerment, identity, and authenticity. This is revealed by a study conducted by Alter Ego Italy, a professional hair-care brand belonging to the Pettenon Cosmetics S.p.A. SB Group, in collaboration with AstraRicerche. The research explored the relationship between hair care and self-affirmation, involving a representative sample of 2,000 Italian women aged 18 to 70.
Beauty is (also) in the hair
When it comes to female beauty, most people immediately think of the physical aspect. Yet for the majority of Italian women, authentic charm comes from within: over 87% believe that real beauty lies in one’s personality and wish to be appreciated for it. In this context, appearance takes on a deeper meaning, becoming a tool of empowerment through which to express who they are. More than 83% say that true allure comes from harmony between image and inner self: beauty alone is not enough if it’s not aligned with one’s identity. Moreover, nearly eight out of ten women state that the way they choose to present themselves to others directly reflects their identity, and that personal well-being is also linked to an outward appearance that mirrors their emotions and values. After all, for 76% of them, being beautiful means first and foremost being themselves.
In this scenario, hair takes on a central role: not just an aesthetic element, but a tool for personal expression and a calling card that reveals who you are before you even speak. For Italian women, hair is an essential part of identity and self-image: more than 61% consider it fundamental in expressing their personality and showing their true selves, while 78% see changes in hairstyle as a sign of renewal or personal affirmation. Hair evolves with the individual, accompanying each stage of life and reflecting, through every phase, the way one chooses to present themselves to the world, a silent yet powerful language that weaves together aesthetics, emotions, and identity.
The role of the hairdresser: magician and advisor
And the hairdresser? No longer just a technician, but a magician - as Alter Ego Italy describes them - a trusted ally capable of listening and transforming women’s moods and desires into looks that reveal who they truly are. For more than 72% of respondents, the hair stylist deeply understands how they want to appear and what they wish to communicate about themselves through beauty. Over 71% consider their stylist able to interpret their personality and translate it into hair proposals that capture even unexpressed wishes. It is no coincidence that nearly 68% of women who go to the hairdresser at least once a year rely on a specific professional - a sign of a bond built over time, based on listening and understanding. This relationship becomes even more crucial considering that almost one in four women feel their appearance does not fully reflect their identity: in these cases, the hairdresser plays an even more important role in helping clients express their personalities. It is therefore no surprise that the salon experience has a deep and positive impact on women’s emotional well-being. The positive feelings that emerge are very strong: more than two-thirds experience them intensely or fairly strongly.
The importance of hair products
For most women, the hairdresser is not the only architect of a great final result: their skill must be supported by high-quality products and tools. More than 72% consider these important (43.1%) or even essential (29.1%) for a fully satisfying look, confirming that technique and performance are inseparable. When asked about the most important characteristics of professional salon products, respondents identified clear priorities: first, hair and scalp care with gentle formulations (42.3%), certified quality (28.6%), and an INCI rich in naturally derived ingredients (26.5%). These are followed by the availability of a broad and specific portfolio for every need (24.2%), focus on research and innovation (22.3%), Made in Italy production (22.6%), and sustainability (21.2%).