To conceal a medical or genetic condition associated with hair loss 

Alopecia areata, alopecia totalis, cancer chemotherapy, female pattern baldness, burns, scalp injury

For convenience and ease

Single and/or working mothers, very busy and active women, older or disabled women

To change the look of the hair quickly

Trying a new hairstyle before making a commitment to a permanent change, going from short to long instantly, covering a bad haircut

To take on a different persona or disguise one’s identity

Actresses, drag queens, party-goers, costume-wearers