Rank each quote regarding to the extent to which the quote describes you (where 1= “Not all descriptive of me” and 7 = “Completely descriptive of me”)

(1)

Appendix

Appendix 1- Questionnaire

Group 1 – Validation Question

Source: Personal elaboration

Group 2 – Respondents’ behaviour

Source: Personal elaboration adapted from Jeff Fromm and Christie Garton and from internal documents

Group 3 - Online habits

Rank each quote regarding to the extent to which the quote describes you (where 1= “Not all descriptive of me” and 7 = “Completely descriptive of me”)

• I use the Internet everyday

• For me, Offline and Online worlds are intertwined

• I like to spend 15 or more hours a day consuming media

• Free streaming videos are my #1 viewing source

• I use subscription video on demand (Hulu, Netflix, Amazon Instant Video etc.)

• I watch pay TV

• I usually go online via connected devices while watching TV

• Most of my media viewing is dedicated to traditional TV series

• Most of my media viewing time is dedicated to YouTube/Classes/Gameplay

• Most of my media viewing time is dedicated to movies and sports

• I usually watch at least one online video per day

• I prefer videos < 5 minutes long

• I prefer videos longer than 10 minutes

• I’m fully or mainly focused on the video when I’m watching it online

• I’m actively engaged on all main Social Media

1. Have you ever used or considered using non-traditional hair color?

• No, I would never use or consider using it • Yes, I’ve considered using it but haven’t • Yes, I’ve used it before

2.1 Agree with the sentence. Rank each quote regarding to the extent to which the quote describes you (where 1= “Not all descriptive of me” and 7 = “Completely descriptive of me”)

• I like to stand out in a crowd

• To me, being beautiful means to affirm my personality, my Being different • It’s important to be attractive to the opposite sex

• I tend to buy the same beauty products

• People’s opinion on my appearance is very important to me • I like taking risks

• I have a keen sense of adventure

• I like to pursue a life of challenge, novelty, and change • Celebrities influence my purchase decisions

• I am interested in the arts

• I am usually the first among my friends to know what’s going on • I prefer to talk to people in person

• I use text messages

• I usually talk in Social Networks

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Group 4 - Time Spent online:

4.1 Where online?

• Search Engines/Portals & Communities

• Telecom/Internet Services

• Entertainment

• Computers & Consumer Electronics

• Multi-category Commerce

• News & Information

• Family & Lifestyles

• I usually buy products online

4.2 Which of the following would you find most useful to answer your hair color needs/questions?

• Online how-to video about your color

• Online how-to video about your hair type

• Online how-to video about your product

• Online live video chat with a color expert

• Online long form article

4.3 Where on YouTube?

• Arts & Entertainment

• Games

• Sports

• Beauty & Fitness

• Computers & Electronics

• People & Society

• Other

Source: Personal elaboration adapted from Jeff Fromm and Christie Garton and from internal document

Group 5 – Future Motivations

Also regarding your future, classify each statement regarding to what extent you agree/disagree with the following statements (where 1 = “Strongly Disagree” and 7 = “Strongly Agree”).

• Being beautiful helps having more self confidence

• Being beautiful helps feeling good in my life

• To have a successful life, I’ve got to be able to stand on my own, rather than to have diplomas

• I want to star my own business someday

• I want to be financially independent

• I want to be the one who takes the decision

• Imagination & creativity are important to me

• I look forward to meeting new people

• I’m ready to take risks

• I’m eager to discover the world

• I always look for novelty

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Group 6 - Equal relationship with brands

Source: Personal elaboration adapted from Jeff Fromm and Christie Garton and from internal document

Group 7 – Non-traditional haircolor motivations:

Main reason that pushes Millennials to consider non-traditional hair color:

7.1 Why did you colour your hair?

Wanted a change Obtain vibrant colour Cover grey

Enhance natural colour Add shine to hair

I have never colored my hair

7.2 What influences you to consider non-traditional hair color?

I want to stand out from the crowd I want to show my creative/fun personality I do not like the natural color of my hair I want to show my rebel personality It was an impulse

Others

7.3 Who influences you to consider non-traditional hair color?

Social influencers ((e.g. famous Instagramers, YouTubers or bloggers…) People I know or see on the street

Celebrities (e.g. actors / actresses, singers, models, etc.) Models

Others

7.4 Hair Color:

I’m updated on the latest trends I mainly buy color in Drugstores

I see Hair Color as a way to express myself I’m willing to change frequently hair color

Also regarding your habits connected with your relationship with brands, classify each statement regarding to what extent you agree/disagree with the following statements (where 1 = “Strongly Disagree” and 7 = “Strongly Agree”).

• I believe I have the capacity to help a brand succeed or fail

• I see my relationship with relationship among equals

• I have little loyalty to brands, according to the trends of the moment

• Brand recommendation based on past purchases is important to me

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Group 8 - Reason(s) that discourages from using non-traditional hair colors:

8.1 Who influences you to consider non-traditional hair color?

• Social influencers ((e.g. famous Instagramers, YouTubers or bloggers…) • People I know or see on the street

• Celebrities (e.g. actors / actresses, singers, models, etc.) • Models

8.2 For which reason(s) have you used or considered using non-traditional hair color?

• It matches my personality • It looks cool

• Wanted a change • Love of colours • Party

• Experiment • Looks Better • Be beautiful • Fashion • Fun • Be different • Britghtness

8.3 What are the main topics you would be interested in receiving help on regarding hair color?

• Custom advice for your hair type • Which product to buy

• Which shade to choose

• Which steps to follow to achieve your look • Product comparisons

• How to apply the product

Source: Personal elaboration adopted from Moran (2015), and from internal documents

Group 9 - Reason(s) that discourages from using non-traditional hair colors:

Consider now the reasons why you don’t like colouring your hair. Classify your likelihood (1=”Very unlikely” and 7 = “Very likely”).

Which of the following reason(s) discourages you from using non-traditional hair color? • I fear it damages my hair

• I fear it doesn’t match my personality • I fear it doesn’t match my type of hair/face • I fear the reactions of my colleagues/boss • I fear the reactions of my friends/family • Others

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Group 10 - Reasons why people stop coloring their hair:

Consider now the reasons why you don’t like colouring your hair. Classify your likelihood (1=”Very unlikely” and 7 = “Very likely”)

Why did you stop coloring your hair? • I don’t like having to colour • Started liking my natural colour

• It is too expensive/not good value for money • I decided/accepted to go to grey

• I don’t like having to colour regularly • Other*

• I don’t like my hair condition after

Source: Personal elaboration adopted from Internal documents

Group 11 – Competition

Source: Personal elaboration

Group 12 – Demographic Section

12.1 Gender

Male Female

12.2 Age:

12.3 Education Elementary High school Under-graduated Post-graduated

Source: Personal elaboration

Have you ever tried one of this product? • Manic Panic

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Appendix 2 – Group Statistics (Generations)

Variable Generation N Mean Std. Deviation

• Respondents’behaviour

•Online habits

• Time Spent online

• Future Motivations

• Equal relationship with brands

• Reasons why people color their hair

•Non-traditional haircolor motivations

• Reason(s) that discourages from using non-traditional hair colors

• Reasons why people stop coloring their hair

Generation X Generation Y Generation X Generation Y Generation X Generation Y Generation X Generation Y Generation X Generation Y Generation X Generation Y Generation X Generation Y Generation X Generation Y Generation X Generation Y 69 191 69 191 69 191 69 191 69 191 69 191 69 191 69 191 69 191 3,651 4,723 3,392 4,691 3,323 4,772 3,354 4,524 2,449 5,466 3,843 4,632 3,867 4,714 2,132 4,976 3,652 4,776 0,531 0,514 0,640 0,414 0,762 0,381 0,831 0,441 0,311 1,061 0,482 0,413 0,474 0,411 0,433 0,967 0,754 0,843

Source: Extracted from SPSS (Group statistics)

Appendix 3 – One way ANOVA

ANOVA

Sum of

Squares

df Mean

Square

F Sig.

Respondents’ behaviour

Between Groups 58,239 1 58,239 215,235 ,000

Within Groups 69,811 258 ,271

Total 128,050 259

Online habits Between Group 85,517 1 85,517 363,789 ,000

Total 146,166 259

Time spent online Between Groups 106,435 1 106,435 408,537 ,000

Total 173,651 259

Future Motivation Between Groups 69,343 1 69,343 213,092 ,000

Total 153,299 259

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Equal relationship with brands

Total 681,808 259

Reasons why people color their hair

Between Groups 31,563 1 31,563 168,342 ,000

Total 79,936 259

Non-traditional haircolor motivations

Between Groups 36,307 1 36,307 196,913 ,000

Total 83,878 259

Reasons that discourages from using non-traditional hair color

Between Groups 409,867 1 409,867 554,744 ,000

Total 600,488 259

Reasons why people stop coloring their hair

Between Groups 64,060 1 64,060 94,987 ,000

Total 238,058 259

Source: Extracted from SPSS (Group statistics)

Appendix 4 – Measures of Association

\

Measures of Association

R R-Square

Respondents’ behaviour ,674 ,455

Online habits ,765 ,585

Time spent online ,783 ,613

Future Motivations ,673 ,452

Equal relationship with brands ,823 ,677

Reasons why people color their hair ,628 ,395

Non-traditional haircolor motivations ,658 ,433

Reasons that discourages from using non-traditional hair color

,826 ,683

Reasons why people stop coloring their hair

,519 ,269