Kérastase Target Market in Germany
A data profile of the people who buy, follow and care about Kérastase in Germany — modelled from more than twelve digital signal sources. Kérastase has an estimated audience of 1,196,640 people in Germany.
The average Kérastase fan in Germany is 36.2 years old, more female, and lives primarily in Nordrhein-Westfalen.
The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg.
Top brand affinities include Hair follicle, PARFUMDREAMS, Redken, with strongest over-indexing on Hair follicle (7× the country average).
Demographically, the Kérastase audience skews more female with an average age of 36.2, and over-indexes on personality traits such as Sustainability, Design Affinity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical Kérastase fan in Germany is more female, around 36.2 years old, with strong Sustainability tendencies and a notable affinity for Hair follicle.
At a glance
The key figures that characterise the Kérastase profile in Germany.
Search interest · 12-month trend
Customer demographics of Kérastase
76.6% are female, 23.4% are male, average age 36.2.
Gender split
| Metric | Value |
|---|---|
| Female | 76.6% |
| Male | 23.4% |
| Average age | 36.2 |
| Estimated audience size | 1,196,640 |
Age distribution
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 24% | |
| 20-29 | 24% | |
| 30-39 | 21% | |
| 40-49 | 20% | |
| 50+ | 12% |
Worldwide distribution
of the worldwide Kérastase audience comes from Germany.
| Country | Share |
|---|---|
| Brazil | 18.3% |
| United States | 13.2% |
| Italy | 6.6% |
Geography
Where the Kérastase audience in Germany is strongest.
Top regions by affinity
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Hamburg | ~40K | 1.32× | |
| 02 | Berlin | ~70K | 1.25× | |
| 03 | Hessen | ~100K | 1.19× | |
| 04 | Nordrhein-Westfalen | ~300K | 1.18× | |
| 05 | Bayern | ~200K | 1.16× | |
| 06 | Baden-Württemberg | ~200K | 1.12× | |
| 07 | Bremen | ~10K | 1.07× | |
| 08 | Mecklenburg-Vorpommern | ~20K | 1.04× | |
| 09 | Niedersachsen | ~100K | 0.94× | |
| 10 | Rheinland-Pfalz | ~50K | 0.91× | |
| 11 | Schleswig-Holstein | ~40K | 0.88× | |
| 12 | Brandenburg | ~30K | 0.88× | |
| 13 | Saarland | ~10K | 0.82× | |
| 14 | Sachsen-Anhalt | ~20K | 0.79× | |
| 15 | Sachsen | ~40K | 0.76× | |
| 16 | Thüringen | ~20K | 0.74× |
Affinity by region
Audience interests & affinities
The strongest cross-interests of the Kérastase audience — brands, topics and people combined.
Top cross-interests, ranked by affinity
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Moroccanoil | Health | 19.88× | ||
| 02 | ghd | Beauty & Wellness | 14.58× | ||
| 03 | Redken | Beauty & Wellness | 12.79× | ||
| 04 | PARFUMDREAMS | Shopping | 10.96× | ||
| 05 | Hair follicle | Beauty & Wellness | 7.00× | ||
| 06 | Flaconi | Shopping | 6.86× | ||
| 07 | BB cream | Beauty & Wellness | 6.30× | ||
| 08 | Charlotte Tilbury | Beauty & Wellness | 5.37× | ||
| 09 | Foundation (cosmetics) | Beauty & Wellness | 4.75× | ||
| 10 | DIY Projects | Home & Garden | 3.84× | ||
| 11 | Rituals | Beauty & Wellness | 3.05× | ||
| 12 | Sustainable energy | Home & Garden | 2.68× | ||
| 13 | C&A | Shopping | 2.67× | ||
| 14 | Hermès | Fashion & Accessoires | 2.65× | ||
| 15 | Rossmann | Shopping | 2.45× | ||
| 16 | Food | Food & Beverages | 1.85× | ||
| 17 | Discount stores | Shopping | 1.63× | ||
| 18 | Reading | Literature | 1.62× | ||
| 19 | Beverages | Food & Beverages | 1.62× | ||
| 20 | Clothing | Fashion & Accessoires | 1.61× |
Personality of the Kérastase audience
Values above 1.00× are above the country average, values below 1.00× below it.
Deviation from the national baseline
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Sustainability | BALANCE | 1.82× | |
| Design Affinity | PREMIUM | 1.81× | |
| Quality Awareness | PREMIUM | 1.69× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.64× | |
| Need for Security | CONSERVATISM | 0.82× | |
| Spirituality | BALANCE | 0.85× |
Frequently asked questions
Who is Kérastase's target market in Germany?
Kérastase's target market in Germany covers an estimated 1,196,640 people, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Kérastase customers?
76.6% of the Kérastase audience are female, 23.4% are male, with an average age of 36.2 years.
Which brands do Kérastase fans like most?
Kérastase fans show strongest brand affinity for Hair follicle (7×), PARFUMDREAMS (10.96×), and Redken (12.79×) over the country average.
Where do Kérastase fans live in Germany?
Kérastase fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~300K), Bayern (reach ~200K), and Baden-Württemberg (reach ~200K). These three regions account for the largest share of the active audience.
What other brands do Kérastase fans also like?
Beyond Kérastase itself, the audience over-indexes on PARFUMDREAMS (10.96×), Redken (12.79×), Food (1.85×), and Flaconi (6.86×) compared to the Germany average.
Explore more audiences
Related profiles, rankings and the same audience in other markets.
More Hair care audiences in Germany
- Redken (805,739)
- Wella (527,042)
- schwarzkopf (384,249)
- Aveda (338,323)
- Prose (304,879)
How to read this data
Audience size is the estimated number of people in Germany who actively search for Kérastase. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
About this audience profile
This audience profile is generated by Rascasse from anonymized search-behavior signals across Germany. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
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