Looks like its working "correctly". The guide that is moving forward seems like it is located on a neck fold thats normal might be pointing forward from the deformation. You could look at the normals of the mesh as they are deformed to conform that. I might suggest the mesh you are using to generate hair is too detailed. If there are wrinkels and folds in the detailed mesh they may point hairs in strange directions when deformed. You could try to use a simplified version of your mesh to generat hair or one that has a bit of relax on it.

Also while this may be "correct" movement it is moving the entire guide. If you end up using dynamics the hair would bend at the root and not stick out as much.

Hope that helps!

Michael