Keratin Audience in Germany
Keratin has an estimated audience of 2,572,627 people in Germany. 77.7% are female, 22.3% are male, average age 36.7. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Face powder, Brassiere, Long hair, Lip gloss, Artificial nails.
The average Keratin fan in Germany is 36.7 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Face powder, Brassiere, Long hair, with strongest over-indexing on Face powder (9.66× the country average). Demographically, the Keratin audience skews more female with an average age of 36.7, and over-indexes on personality traits such as Creativity, Price Sensitivity. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Beauty & Wellness · Type: Topic · Subtype: Hair
Demographics of Keratin fans
| Metric | Value |
|---|---|
| Female | 77.7% |
| Male | 22.3% |
| Average age | 36.7 |
| Estimated audience size | 2,572,627 |
Audience persona
The typical Keratin fan in Germany is more female, around 36.7 years old, with strong Creativity tendencies and a notable affinity for Face powder.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 623,380 | 1.11× |
| Bayern | 433,065 | 1.05× |
| Baden-Württemberg | 388,615 | 1.11× |
| Niedersachsen | 259,419 | 1.04× |
| Hessen | 220,567 | 1.13× |
| Rheinland-Pfalz | 133,818 | 1.04× |
| Berlin | 130,827 | 1.14× |
| Sachsen | 118,402 | 0.94× |
| Schleswig-Holstein | 92,714 | 1× |
| Brandenburg | 69,391 | 0.87× |
| Hamburg | 67,479 | 1.16× |
| Thüringen | 57,305 | 0.87× |
| Sachsen-Anhalt | 54,256 | 0.81× |
| Mecklenburg-Vorpommern | 39,819 | 0.81× |
| Saarland | 29,350 | 0.93× |
| Bremen | 21,981 | 1× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Face powder | 9.66× | Beauty & Wellness |
| Brassiere | 8.41× | Food & Beverages |
| Long hair | 8.15× | Beauty & Wellness |
| Lip gloss | 9.18× | Beauty & Wellness |
| Artificial nails | 8.32× | Beauty & Wellness |
| Manicure & Pedicure | 10.07× | Beauty & Wellness |
| Google News | 6.43× | News |
| Nail art | 7.2× | Beauty & Wellness |
| Manicure | 6.67× | Beauty & Wellness |
| Permanent makeup | 6.64× | Beauty & Wellness |
| Pedicure | 6.54× | Beauty & Wellness |
| Stradivarius | 7.56× | Shopping |
| Waxing | 6.92× | Beauty & Wellness |
| Eyelash | 6.23× | Beauty & Wellness |
| Lip | 7.04× | Beauty & Wellness |
| Hair iron | 7.62× | Beauty & Wellness |
| Hair straightening | 6.34× | Beauty & Wellness |
| Mascara | 6.08× | Beauty & Wellness |
| Day spa | 7.45× | Beauty & Wellness |
| Henna | 7.35× | Home & Garden |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Creativity | OPEN | 1.31 |
| Price Sensitivity | PREMIUM | 1.27 |
| Convenience Orientation | PREMIUM | 1.16 |
| Individualism | JOY | 1.14 |
| Luxury Orientation | PREMIUM | 1.14 |
| Family Orientation | CONSERVATISM | 1.11 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 18.4% |
| Japan | 12.8% |
| Brazil | 5.3% |
See Keratin audiences in other countries
More Hair audiences in Germany
- Hair products (12,724,312)
- Hair care (6,279,332)
- Shampoo (5,066,010)
- Hair coloring (3,945,376)
- Hair conditioner (3,884,757)
Frequently asked questions
How many fans does Keratin have in Germany?
Keratin has an estimated audience of 2,572,627 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Keratin fans?
77.7% of Keratin fans are female, 22.3% are male, with an average age of 36.7 years.
Which brands do Keratin fans like most?
Keratin fans show strongest brand affinity for Face powder (9.66×), Brassiere (8.41×), and Long hair (8.15×) over the country average.
Where do Keratin fans live in Germany?
Keratin fans in Germany are most concentrated in Nordrhein-Westfalen (reach 623,380), Bayern (reach 433,065), and Baden-Württemberg (reach 388,615). These three regions account for the largest share of the active audience.
What other brands do Keratin fans also like?
Beyond Keratin itself, the audience over-indexes on Brassiere (8.41×), Long hair (8.15×), Lip gloss (9.18×), and Artificial nails (8.32×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Keratin. 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.