Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources and methodology
- Sales data
- Consumer survey data
- Advertising clips
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Market at a glance
- Shampoo/conditioner is the largest category segment
- Mainstream marketers dominate black haircare category
- Demographics’ role in buying behavior
- Professional haircare struggles during tough times
- Mainstream marketers making headway in Hispanic markets
Insights and Opportunities
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- Salon brands in line for makeover?
- Private label missing out on black haircare opportunity
- Styling kiosks could offer ‘before and after’ view
- Transracial adoptions translate into educational opportunities
Inspire Insights
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- Golden Hair
- What’s it all about?
Market Size and Forecast
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- Black haircare shows slight decline
- Key points
- Black haircare languishes in 2008
- Tough economy damaging to haircare market
- Black haircare market size and forecast
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- Figure 1: FDMx sales and forecast of black haircare products, at current prices, 2004-14
- Figure 2: FDMx sales and forecast of black haircare products, at inflation-adjusted prices, 2004-14
Competitive Context
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- Economic concerns may spell opportunity for traditional retailers
- Online shopping still resonates with shoppers
- Brand loyalty higher than store loyalty
- Hair styling appliances plug into consumers’ hair concerns
Segment Performance
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- Key points
- Shampoo/conditioner remains key component of haircare
- Hair coloring sales not quite as gray
- Sales of black haircare products by segment
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- Figure 3: FDMx sales of black haircare products, by segment, 2007 and 2009
- Figure 4: FDMx sales and forecast of black haircare, at current prices, by segment, 2004-14
Segment Performance—Shampoo/Conditioner
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- Key points
- Shampoo/conditioner sales suffer slight declines
- Latest styles may keep shampoo out of fashion
- Sales and forecast
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- Figure 5: FDMx sales and forecast of shampoo/conditioners, at current prices, 2004-14
Segment Performance—Styling Products
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- Key points
- Styling products not a model of success
- New products in vogue
- Gels lead the styling products category
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- Figure 6: FDMx sales and forecast of styling products, at current prices, 2004-14
Segment Performance—Relaxer Kits
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- Key points
- Relaxer sales in sleep mode
- Sales and forecast
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- Figure 7: FDMx sales and forecast of relaxer kits, at current prices, 2004-14
Segment Performance—Hair Color
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- Key points
- Hair coloring sales fade
- Women enjoy hair color
- Sales and forecast
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- Figure 8: FDMx sales and forecast of hair color, at current prices, 2004-14
Retail Channels—Drug Stores/Other
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- Key points
- Drug stores’ share growing since 2004
- Drug stores’ dollar sales peaked in 2007
- Sales through drug stores and “other”
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- Figure 9: U.S. FDMx sales of black haircare products at drug stores and “other,” 2004-09
Market Drivers
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- Key points
- Haircare more than just a fashion statement
- Salons/barbershops address more than hair needs
- Recession impacting wallets and hair styles
- Buying power increasing for blacks
- Some Hispanics migrating from black haircare market
Leading Companies
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- Key points
- Mainstream marketers leading but experiencing sales declines
- Namasté Laboratories may have found formula for success
- Procter & Gamble sells black haircare company
- Leading black haircare companies
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- Figure 10: FDMx sales of leading black haircare companies, 2008 and 2009
Shampoo/Conditioner
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- Key points
- Namasté Laboratories posts biggest sales jump
- Procter & Gamble sees sales decrease
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- Figure 11: FDMx manufacturer brand sales of black-targeted shampoo/conditioner in the U.S., 2008 and 2009
Styling Products
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- Key points
- Fantasia’s share gain puts it out front
- Few manufacturers post gains
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- Figure 12: FDM manufacturer brand sales of styling products in the U.S., 2008 and 2009
Relaxer Kits
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- Key points
- SoftSheen-Carson seeing sales declines
- Namasté Laboratories moves into third
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- Figure 13: FDM manufacturer brand sales of relaxer kits in the U.S., 2008 and 2009
Hair Color
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- Key points
- Numbers down for majority of manufacturers and their brands
- SoftSheen-Carson continues to control the segment
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- Figure 14: FDM manufacturer brand sales of hair coloring in the U.S., 2008 and 2009
Brand Qualities
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- Organic Root Stimulator
- Dark and Lovely
- Pantene
Innovation and Innovators
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- Unique challenges to black haircare product introductions
- Hair treatments
- Shampoo/conditioner
- Styling products
- Hair coloring
Advertising and Promotion
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- Overview
- Dr. Miracle’s Hair Relaxer
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- Figure 15: Dr. Miracle’s hair relaxer, March 26, 2009
- Dr. Miracle’s Haircare Line
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- Figure 16: Dr. Miracle’s haircare line, April 4, 2009
- Luster’s Pink Moisturizing Hair Lotion
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- Figure 17: Luster’s pink moisturizing hair lotion, August 9, 2008
- Organic Root Stimulator Olive Oil
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- Figure 18: Organic root stimulator olive oil, January 18, 2009
- Bronner Bros. International Hair Show
- P&G’s My Black is Beautiful Tour
- Ebony Fashion Fair
- M&M Products’ ABCs of Hair Styling
Usage of Black Haircare Products
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- Key points
- Overall use of haircare products
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- Figure 19: Usage of hair products, by gender, October 2007-December 2008
- Frequency of product usage in last seven days
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- Figure 20: Mean number of products used in last seven days, by product, by gender, October 2007-December 2008
- Frequency of product usage by women in last 12 months
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- Figure 21: Mean number of products used in last 12 months, by product, October 2007-December 2008
- Permanent/relaxer brands used
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- Figure 22: Relaxer brands used, October 2007-December 2008
- Types of permanent/relaxer brands used
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- Figure 23: Types of relaxer used, October 2007-December 2008
- Hair color brands used
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- Figure 24: Hair color brands used, October 2007-December 2008
Purchasing Habits and Product Attitudes
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- Key points
- Purchase behavior
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- Figure 25: Purchasing habits of black haircare products, by age, June 2009
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- Figure 26: Purchasing habits of black haircare products, by household income, June 2009
- Retail destinations for black haircare
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- Figure 27: Where black haircare products are purchased, by age, June 2009
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- Figure 28: Where black haircare products are purchased, by household income, June 2009
- Purchasing factors for black haircare products
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- Figure 29: Factors considered before purchase, by age, June 2009
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- Figure 30: Factors considered before purchase, by household income, June 2009
Patronage of Professional Haircare Services
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- Key points
- Frequency of professional haircare services
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- Figure 31: Frequency of professional haircare services, by age, June 2009
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- Figure 32: Frequency of professional haircare services, by household income, June 2009
- Frequency of at-home treatment or styling
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- Figure 33: Frequency of at-home treatment or styling services, by age, June 2009
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- Figure 34: Frequency of at-home treatment or styling, by household income, June 2009
- Frequency of relaxer treatments
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- Figure 35: Frequency of relaxer treatments, by age, June 2009
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- Figure 36: Frequency of relaxer treatments, by household income, June 2009
Maintaining Hair after Treatment
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- Key points
- Aftercare treatments
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- Figure 37: Choice of aftercare treatments, by age, June 2009
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- Figure 38: Choice of aftercare treatments, by household income, June 2009
Impact of Race/Hispanic Origin
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- Key points
- Hispanics not afraid to try something new
- Importance of specific haircare needs spans across ethnic groups
- For Hispanics, home is where the haircare is
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- Figure 39: Attitudes toward haircare products, by Hispanic origin, June 2009
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- Figure 40: Outlet preference for haircare products, by Hispanic origin, June 2009
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- Figure 41: Buying influences for haircare products, by Hispanic origin, June 2009
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- Figure 42: Frequency of professional haircare, by Hispanic origin, June 2009
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- Figure 43: Frequency of in-home hair treatment/styling, by Hispanic origin, June 2009
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- Figure 44: Frequency of hair relaxer usage, by Hispanic origin, June 2009
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- Figure 45: Relaxer aftercare products used, by Hispanic origin, June 2009
Cluster Analysis
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- Recommended
- Bargainers
- Retailers
- Cluster characteristics
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- Figure 46: Black haircare clusters, June 2009
- Figure 47: Attitudes toward haircare products, by black haircare clusters, June 2009
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- Figure 48: Outlet preference for haircare products, by black haircare clusters, June 2009
- Figure 49: Buying influences for haircare products, by black haircare clusters, June 2009
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- Figure 50: Frequency of hair relaxer usage, by black haircare clusters, June 2009
- Cluster demographics
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- Figure 51: Black haircare clusters, by age, June 2009
- Figure 52: Black haircare clusters, by income group, June 2009
- Cluster methodology
Custom Consumer Groups
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- Regional influences on haircare products
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- Figure 53: Attitudes toward haircare products, by region, June 2009
- Larger households more flexible with haircare shopping
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- Figure 54: Attitudes toward haircare products, by household size, June 2009
- Higher education leads to higher-end shopping
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- Figure 55: Outlet preference for haircare products, by education level, June 2009
- Full- and part-time workers employ professional haircare more often
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- Figure 56: Frequency of in-home hair treatment/styling, by level of employment, June 2009
- Presence of children contributes to more frequent in-home haircare
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- Figure 57: Frequency of in-home hair treatment/styling, by presence of children, June 2009
Appendix: Other Useful Consumer Tables
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- Different types of shampoo used by black respondents
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- Figure 58: Types of shampoo used, by gender, October 2007-December 2008
- Different types of styling products used by black respondents
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- Figure 59: Type of styling products used, by gender, October 2007-December 2008
- Different types of hair permanent/relaxers used by black women
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- Figure 60: Type of hair permanent/relaxer products used, October 2007-December 2008
- Impact of education level on purchases
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- Figure 61: Buying influences, by education level, June 2009
Appendix: Trade Associations
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