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Insights

Research shows mums’ dramatically different attitudes to head lice

01 October, 2016 - Source: Bray Leino

New mums are so anxious about head lice, they’re less likely to tell the school when their children catch them.



  • Hedrin no drama - stressed mum
    Hedrin no drama - stressed mum

That’s the worrying discovery revealed by our research with over 500 parents by leading head lice brand Hedrin. It’s also the inspiration behind Hedrin’s highly unexpected new campaign.

Two kinds of mums, two views of head lice

Research explored the views of two different mum segments with a clear shared goal, but very different feelings:

  • ‘Anxious new mums’ first time users of head lice treatments, with strongly negative feelings
  • ‘Resigned mums’ who had faced head lice before and accepted the issue as a mild annoyance

To find out how we used this insight to help both groups in different ways with Hedrin's latest campaign, click here.

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