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 creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Market at a glance
- Mainstream marketers dominate black haircare category
- The black population—growing faster than average
- Black retail outlets used when shopping for haircare products
- Diversity among blacks calls for targeted marketing strategies
- The growing young black adult population
- Regional differences
- Brands
- Innovation driven by claims for purity, premium and ethical positioning
- The black haircare consumer
- Demographics’ role in buying behavior
Insights and Opportunities
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- Fund research at HBC to develop healthy haircare products
- Satin covers to protect hair
- Promote products based on hair thickness
- Black infants and toddlers need haircare products too
- L’Oréal USA: The scientific innovator
Inspire Insights
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- Trend: Transparency
- What’s it about?
Market Size and Forecast
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- Key points
- Black haircare products report slight decline as tight economy hurts sales
- Increased mass market distribution may win more volume
- Sales and forecast of market
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- Figure 1: FDMx sales and forecast of black haircare products, at current prices, 2005-15
- Figure 2: FDMx sales and forecast of black haircare products, at inflation-adjusted prices, 2005-15
Market Drivers
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- Key points
- The black population
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- Figure 3: U.S. population, by race and Hispanic origin, 2005-15
- Blacks spend a higher percentage of income on personal care
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- Figure 4: Average annual expenditures on food, household and personal care products, by race, 2008
- Figure 5: U.S. buying power, by race, 2000-13
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- Figure 6: Top 10 states, by black purchasing power, 2008
Competitive Context
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- Haircare products sold outside the FDMx market threaten sales
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- Figure 7: Where black haircare products are purchased, by household income, May 2010
- Hair salons
- Online shopping
- Wigs and weaves
- Health and safety of relaxers
Segment Performance
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- Key points
- Black women keep using at-home hair color despite losses elsewhere
- Sales of black haircare products by segment
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- Figure 8: FDMx sales of black haircare products, by segment, 2008 and 2010
- Figure 9: FDMx sales and forecast of black haircare, at current prices, by segment, 2005-15
Segment Performance—Shampoo/Conditioner
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- Key points
- Shampoo/conditioner sales continue to decline
- Black males’ cropped styles hamper sales
- Sales and forecast of shampoo/conditioners
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- Figure 10: FDMx sales and forecast of black haircare, shampoo/conditioners, at current prices, 2005-15
Segment Performance—Styling Products
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- Key points
- FDMx slow to compete with other outlets
- Target bringing natural black haircare products to FDMx
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- Figure 11: FDMx sales and forecast of black haircare, styling products, at current prices, 2005-15
Segment Performance—Relaxer Kits
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- Key points
- Relaxers suffer from health and safety concerns
- Sales and forecast
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- Figure 12: FDMx sales and forecast of black haircare, relaxer kits, at current prices, 2005-15
Segment Performance—Hair Color
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- Key point
- Hair color sales decline
- Sales and forecast
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- Figure 13: FDMx sales and forecast of black haircare, hair color, at current prices, 2005-15
Retail Channels
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- Key points
- Drug channel still reigns
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- Figure 14: U.S. FDMx sales of black haircare products, by retail channel, 2008 and 2010
Leading Companies
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- Key points
- Large CPG companies dominate the industry
- Company sales
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- Figure 15: FDMx black haircare sales of leading companies, 2009 and 2010
Shampoo/Conditioner
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- Key point
- Namasté Laboratories’ Organic Root Stimulator overtakes Alberto-Culver as leading brand
- Market leaders struggled to compete on consumers desire natural products
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- Figure 16: FDMx manufacturer brand sales of black-targeted shampoo/conditioner in the U.S., 2009 and 2010
Styling Products
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- Key points
- Fantasia’s holding its own in down market
- Namasté’s success with organic ingredients carries over to styling products
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- Figure 17: FDMx manufacturer brand sales of styling products in the U.S., 2009 and 2010
Relaxer Kits
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- Key points
- Organic positioning wins share from traditional formulations
- Luster Products creates its own niche with touch-up relaxer
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- Figure 18: FDMx manufacturer brand sales of relaxer kits in the U.S., 2009 and 2010
Hair Coloring
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- Key points
- Economy hurt hair color sales
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- Figure 19: FDMx manufacturer brand sales of black hair coloring in the U.S., 2009 and 2010
Brand Qualities
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- Target: Wooing black haircare consumers with natural styling and natural ingredients
- Shea Moisture: A natural haircare product innovator
- Miss Jessie’s blazing the trail in education and styling black women’s hair
Innovation and Innovators
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- Figure 20: Number of new ethnic haircare product introductions in U.S., 2005-10
- Figure 21: Top 10 claims in the U.S. for haircare products for ethnic consumers, 2005-10
- Purity claims
- Moisturizing
- Vitamin/mineral-fortified
- Trends in hair straighteners from Japan
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Marketing Strategies
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- Gaining interest with botanical ingredients
- Dark and Lovely No Lye Relaxer with shea butter
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- Figure 22: Dark and Lovely No Lye Relaxer, TV ad, 2009
- Soft & Beautiful Just For Me Hair Milk
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- Figure 23: Soft & Beautiful Just For Me Hair Milk, TV ad, 2010
- Organic Root Stimulator—nature's secret to healthy hair
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- Figure 24: Organic Root Stimulator (Multi-Products), TV ad, 2010
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- Figure 25: Organic Root Stimulator Olive Oil, TV ad, 2010
- Addressing black women’s desire for smooth straight hair
- Luster's Pink Smooth Touch Relaxer—get used to the attention
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- Figure 26: Luster's Pink Smooth Touch Relaxer, TV ad, 2010
- Motions
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- Figure 27: Motions Silkening Shine Relaxer, TV ad, 2010
Usage of Black Haircare Products
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- Key points
- Overall use of haircare products
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- Figure 28: Usage of hair products, by gender, November 2008-December 2009
- Frequency of product usage in last seven days
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- Figure 29: Mean number of products used in last seven days, by product, by gender, November 2008-December 2009
- Frequency of relaxer and color usage by women in last 12 months
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- Figure 30: Mean number of products used in last 12 months—hair color and relaxers, November 2008-December 2009
- Permanent/relaxer brands used
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- Figure 31: Relaxer brands used, November 2008-December 2009
- Types of permanent/relaxer brands used
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- Figure 32: Forms of relaxer used, November 2008-December 2009
- Hair color brands used
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- Figure 33: Hair color brands used, November 2008-December 2009
Purchasing Habits and Product Attitudes
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- Key points
- Purchase behavior, source of products and incidence of at-home styling
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- Figure 34: Purchasing habits related to black haircare products, by age, May 2010
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- Figure 35: Purchasing habits related to black haircare products, by household income, May 2010
- Source of purchase
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- Figure 36: Where black haircare products are purchased, by age, May 2010
- Incidence of at-home treatment/styling
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- Figure 37: Frequency of at-home treatment or styling services—women, by age, May 2010
- Purchasing factors for black haircare products
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- Figure 38: Factors considered before purchase, by household income, May 2010
Patronage of Professional Haircare Services
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- Key points
- Frequency of professional haircare services
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- Figure 39: Frequency of professional haircare services—women, by household income, May 2010
- Frequency of at-home treatment or styling
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- Figure 40: Frequency of at-home treatment or styling services—women, by age, May 2010
- Frequency of relaxer treatments
- At home
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- Figure 41: Frequency of relaxer treatments at home—women, by household income, May 2010
- Professionally
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- Figure 42: Frequency of relaxer treatments professionally—women, by household income, May 2010
- Where respondents relax their hair
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- Figure 43: Prevalence of having hair relaxed at home or professionally—women, by household income, May 2010
Maintaining Hair After Treatment and Hair Styling Methods
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- Key point
- Aftercare treatments
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- Figure 44: Choice of aftercare treatments—women, by age, May 2010
- Hair styling methods
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- Figure 45: Hairstyle choices—women, by household income, May 2010
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- Figure 46: Hairstyle choices—women, by age, May 2010
Custom Consumer Groups—Regional Differences
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- Key points
- Attitudes and purchasing habits in black community impacted by region
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- Figure 47: Where black haircare products are purchased, by region, May 2010
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- Figure 48: Hairstyle choices—women, by region, May 2010
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- Figure 49: Relaxer brands used—women, by region, November 2008-December 2009
Cluster Analysis
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- The Plain Relaxed
- Demographics
- Characteristics
- Opportunity
- Varieties
- Demographics
- Characteristics
- Opportunity
- The Productized
- Demographics
- Characteristics
- Opportunity
- Cluster characteristics
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- Figure 50: Black haircare clusters—women, May 2010
- Figure 51: Haircare products currently used—women, by black haircare clusters, May 2010
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- Figure 52: Attitudes towards hair styling products—women, by black haircare clusters, May 2010
- Figure 53: Hairstyle choices—women, by black haircare clusters, May 2010
- Cluster demographics
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- Figure 54: Black haircare clusters—women, by age group, May 2010
- Figure 55: Black haircare clusters—women, by household income group, May 2010
- Cluster methodology
Appendix: Other Useful Consumer Tables
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- Figure 56: Factors considered before purchase, by age, May 2010
- Frequency of professional haircare services
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- Figure 57: Frequency of professional haircare services—women, by age, May 2010
- At home
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- Figure 58: Frequency of relaxer treatments at home—women, by age, May 2010
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- Figure 59: Frequency of relaxer treatments professionally, by age, May 2010
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Appendix: Trade Associations
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