Looking for a new hair straightener to get your morning off to the easiest of starts? Compare the biggest brands in the market with our customer satisfaction ratings.
* Overall satisfaction is an individual rating and not a combined total of all ratings. Brands with equal overall satisfaction ratings are listed in alphabetical order.
Canstar Blue research finalised in September 2015, published in November 2015.
We all want to look our best when we leave the house but for some of us, our hair will do everything in its power to make life difficult. We’ve all experienced a ‘bad hair day’ when, for whatever reason, things just won’t fall into place properly – even when you threaten your hair with a pair of scissors!
Hair straighteners can help save the day, but only if you have a good set up to the job, which – after a shower at 6am, with your bus leaving for work in 20 minutes – can be a pretty big one. So to find out which hair straighteners are making mornings (and evenings) a little easier, we asked hundreds of consumers who have purchased a new set in the last two years to complete our customer satisfaction survey.
The results were emphatic, with ghd scoring top marks in almost every research category and taking out our inaugural Most Satisfied Customers Award for hair straighteners.
Like most things in life, you’ll need to pay a premium price for a quality product. If you want to buy hair straighteners from our award winning brand, ghd, you could easily spend in the region of $300. However, if you’re looking for something a little cheaper, you could pick up a set from discount department stores, like Target, for as little as $30.
Our survey respondents reported an average spend of $150 on the hair straighteners they have purchased in the last two years, which suggests a fairly even number of consumers are buying from both ends of the pricing spectrum. Those aged 18-29 reported the highest average spend ($170).
Whether you think $300 for hair straighteners represents good value or not will depend on how often you use them – and for how long you need to use them! It stands to reason that the best hair straighteners will get the job done in super quick time, while a cheaper set may leave you hanging a little longer. Our survey respondents spend an average of 17 minutes each day styling their hair. But no matter how hard some people try, they just can’t reach perfection. More than two out of five (42%) women said they can never seem to get their hair perfectly straight. So it’s no wonder that half of respondents said they can’t live without their straighteners.
Other survey findings
How long do hair straighteners last? Our survey found that consumers owned their old set for an average of four and a half years.
We know that hair straighteners can be expensive, but interestingly our findings show that the feeling of getting value for more isn’t too high on the list of priorities for consumers. We found the drivers of customer satisfaction to be as follows:
Hair straighteners are a necessity to a great many women, but they can also be trendy. Indeed, we found that brand was an important decision factor for 63% of consumers when they bought their hair straighteners, particularly those aged 18-29 (69%). And in this, our first year of rating hair straighteners, Aussies have rated ghd highest for overall customer satisfaction.
Canstar Blue commissions Colmar Brunton to regularly survey 3,000 Australian consumers across a range of categories to measure and track customer satisfaction. The outcomes reported are the results from customers within the survey group who have purchased and used a new hair straightener in the last two years – in this case, 575 people.
Brands must have received at least 30 responses to be included. Results are comparative and it should be noted that brands receiving three stars have still achieved a satisfaction measure of at least six out of 10. Not all brands available in the market have been compared in this survey. The ratings table is first sorted by star ratings and then alphabetically. A rated brand may receive a ‘N/A’ (Not Applicable) rating if it does not receive the minimum number of responses for that criteria.
Good Hair Day, more commonly known as ghd, is a UK-based manufacturer of numerous hair care products and appliances, including curling irons and hair dryers. However, the company is probably best-known around the world for its premium range hair straighteners.
The L’Oreal Group is a French cosmetics and beauty company. It is a world-leader in cosmetics, hair colouring, skin care, sun protection, make-up, perfumes and hair care. L’Oreal is also active in the dermatology, toxicology, tissue engineering and biopharmaceutical research fields.
VS Sassoon is a British hair styling brand, best known for its large range of electrical hair care appliances, including hair dryers, hair straighteners, stylers and numerous curling devices. It also has a range of electric shavers for men.
Philips is a Dutch technology company that makes all manner of electrical products, including TVs, DVD players, radios and other appliances. It also produces a large range of personal care appliances.
Remington Products, commonly known simply as Remington, is a worldwide personal care company which manufacturers a range of appliances for men and women, including electric shavers, hair dryers and hair straighteners. It also specialises in hair removal.
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