DE 
Abstract
The importance of hairstyle and hair care products for people takes centre stage in the in-depth psychological-representative study. Six relevant motivations were decrypted and the different hair care products serve these motives in different ways. People perceive hair care products and their hairstyle as cultivating, socially relevant, expressing values, individualising, structuring in everyday life and rejuvenating. All this contributes towards people not being able to imagine life without these products.
