Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- The market
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- Figure 1: Sales and fan chart forecast of Black haircare products, at current prices, 2007-17
- Market factors
- Black population growing
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- Figure 2: Population growth by race and Hispanic origin, 2007-12 and 2012-17
- Black unemployment stays higher than overall rate
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- Figure 3: Seasonally adjusted Black unemployment rate, June 2011; Feb-June 2012
- Market segmentation
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- Figure 4: Share of Black haircare product sales, by type, 2010 and 2012
- Retail channels
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- Figure 5: Share of Black haircare sales, by channel, 2012
- Figure 6: Locations purchase haircare products from, April 2012
- Innovation
- The consumer
- Consumers most likely to use styling lotions or moisturizers
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- Figure 7: Haircare products used every day, April 2012
- Consumers base purchase decisions on previous selections
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- Figure 8: Influence on product selection, April 2012
- What we think
Issues in the Market
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- How can brands improve sales growth with the improving economy?
- How will the trend toward natural hair continue to influence the market?
- What role do men play in the Black haircare category?
- How can mass retailers better attract the Black consumer?
Insights and Opportunities
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- Companies targeting the needs of the biracial consumer
- Maintaining hair style while minimizing damage
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- Figure 9: Frequency of shampoo and conditioner product usage, by gender, April 2012
Trend Applications
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- Trend: Influentials
- Trend: Make It Mine
- 2015 Trend: East Meets West
Market Size and Forecast
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- Key points
- Slow but steady growth expected through 2017
- Sales and forecast of Black haircare products
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- Figure 10: Total U.S. retail sales and forecast of Black haircare products, at current prices, 2007-17
- Figure 11: Total U.S. retail sales and forecast of market, at inflation-adjusted prices, 2007-17
- Fan chart forecast
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- Figure 12: Total U.S. sales and fan chart forecast of Black haircare, at current prices, 2007-17
Market Drivers
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- Key points
- Black population growing more quickly than that of Whites
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- Figure 13: Population, by race and Hispanic origin, 2007-17
- Black population by age shows key differences
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- Figure 14: Population, by age, 2007-17
- Black unemployment inches higher
- More room for growth for Black income
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- Figure 15: Population, by race and Hispanic origin, 2007-17
Competitive Context
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- Recession, hairstyle trends drive down salon visits among women, opportunities exist among men
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- Figure 16: Frequency of styling hair professionally, by gender, April 2012
- Hair extensions becoming increasing popular
- Black haircare brands competing with those for the general population
Segment Performance
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- Key points
- Styling products continue to be the dominant segment
- Sales of Black haircare products, by segment
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- Figure 17: Sales of Black haircare products, segmented by type, 2010 and 2012
Segment Performance—Styling Products
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- Key points
- Styling products show healthy sales
- Sales and forecast of Black styling products
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- Figure 18: Sales and forecast of Black styling products, at current prices, 2007-17
Segment Performance—Shampoo and Conditioner
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- Key points
- Shampoo and conditioner experience slow but steady growth
- Sales and forecast of Black shampoo and conditioner
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- Figure 19: Sales and forecast of Black shampoo and conditioner, at current prices, 2007-17
Segment Performance—Relaxer Kits
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- Key points
- Relaxer kits feeling the impact of a trend toward natural hair
- Sales and forecast of Black relaxer kits
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- Figure 20: Sales and forecast of Black relaxer kits, at current prices, 2007-17
Segment Performance—Hair Color
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- Key points
- Hair color segment lackluster, but expected to show growth through 2017
- Sales and forecast of Black hair color
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- Figure 21: Sales and forecast of Black hair color, at current prices, 2007-17
Retail Channels and Purchase Locations
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- Key points
- Non-FDMx channels key to Black haircare
- Sales of Black haircare products, by channel
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- Figure 22: Sales of Black haircare products, by channel, 2010 and 2012
- Consumer-reported purchase locations
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- Figure 23: Locations purchase haircare products from, April 2012
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- Figure 24: Locations purchase haircare products from, by gender, April 2012
- Figure 25: Any locations purchase haircare products from, by gender and age, April 2012
Retail Channels—Drug Stores
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- Key points
- Drug store sales rebound after decline in sales
- Drug store sales of Black haircare products
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- Figure 26: Drug store sales of Black haircare products, at current prices, 2007-12
Retail Channels—Supermarket
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- Key points
- Supermarkets find it difficult to compete
- Supermarket sales of Black haircare products
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- Figure 27: Supermarket sales of Black haircare products, at current prices, 2007-12
Retail Channels—Other
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- Key points
- Sales through other channels a mixed bag
- Other channel sales of Black haircare products
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- Figure 28: Other channel sales of Black haircare products, at current prices, 2007-12
Leading Companies
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- Key points
- L’Oreal remains the top company
- Manufacturer sales of Black haircare products
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- Figure 29: Select manufacturer sales of Black haircare products at FDMx, 2011 and 2012
Brand Share—Styling Products
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- Key points
- Fantasia Industries has largest share of market
- Manufacturer sales of Black styling products
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- Figure 30: Select manufacturer and brand sales of Black styling products at FDMx, 2011 and 2012
- Brand usage
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- Figure 31: Brands of hairstyling products used, by gender, October 2010-November 2011
- Figure 32: Brands of hairstyling products used, by gender and age, October 2010-November 2011
Brand Share—Shampoo and Conditioner
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- Key points
- FDMx sales of shampoo and conditioner led by Namasté
- Manufacturer sales of Black shampoo and conditioner
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- Figure 33: Select manufacturer and brand sales of Black shampoo and conditioner at FDMx, 2011 and 2012
- Brand usage
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- Figure 34: Brands of shampoo used, by gender, October 2010-November 2011
Brand Share—Relaxer Kits
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- Key points
- Unilever maintains top place, despite decline in sales
- Manufacturer sales of Black relaxer kits
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- Figure 35: Select manufacturer and brand sales of Black relaxer kits, 2011 and 2012
Brand Share—Hair Color
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- Key points
- L’Oreal has majority of market share in hair color
- Manufacturer sales of Black hair color
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- Figure 36: Manufacturer sales of Black hair color, 2011 and 2012
Innovations and Innovators
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- New product launch trends
- New product launches slow as economic recovery is still slow
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- Figure 37: Black haircare product launches, by sub-category, 2007-12*
- Natural ingredients combined with moisturizing lead top claims
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- Figure 38: Black haircare product launches, by top 10 claims, 2007-12*
- Product innovations
- Feel it working
- Natural and transitioning hair
Marketing Strategies
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- Overview of brand landscape
- Brand analysis: Dr. Miracle’s
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- Figure 39: Brand analysis of Dr. Miracle’s, 2012
- Online initiatives
- TV presence
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- Figure 40: Dr. Miracle’s Curl Care Product Line TV ad, 2012
- Brand analysis: Motions
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- Figure 41: Brand analysis of Motions Silkening Shine Relaxer, 2012
- Online initiatives
- TV presence
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- Figure 42: Motions Silkening Shine TV ad, 2012
- Print ads
- Brand analysis: Namasté Laboratories
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- Figure 43: Brand analysis of Organic Root Stimulator, 2012
- Online initiatives
- TV presence
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- Figure 44: Namasté Laboratories Olive Oil Hair Products TV ad, 2012
- Brand analysis: SoftSheen-Carson
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- Figure 45: Brand analysis of Soft-Sheen Carson Dark & Lovely Healthy-Gloss 5, 2012
- Online initiatives
- TV presence
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- Figure 46: Soft-Sheen Carson, Dark & Lovely Relaxer, 2012
- Print ads
Wearing Hair
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- Natural and straightened most common hairstyles
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- Figure 47: Way in which currently wearing hair or worn in the last six months, April 2012
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- Figure 48: Way in which currently wearing hair, by gender and age, April 2012
Product Usage
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- Key points
- Styling lotions, creams, or moisturizers are used most often
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- Figure 49: Frequency of haircare products usage, April 2012
- Shampoo usage highest among Black men
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- Figure 50: Frequency of haircare products usage—at least once a week, by gender, April 2012
- Natural hair trend impacting relaxer usage
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- Figure 51: Frequency of haircare products usage—less than once a week, by age, April 2012
- Figure 52: Frequency of haircare products usage—at least once a week, by household income, April 2012
Haircare Product Selection
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- Key points
- Switching brands and products is common among respondents
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- Figure 53: Haircare brand selection, by gender, April 2012
- Figure 54: Haircare product selection, by gender, April 2012
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- Figure 55: Haircare brand selection, by use of products specifically for Black hair, April 2012
- Figure 56: Haircare brand selection, by gender and household income, April 2012
Influence on Haircare Product Selection
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- Key points
- Previous experience with product most likely to influence purchase
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- Figure 57: Influence on product selection, April 2012
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- Figure 58: Influence on product selection—very/somewhat influential, by gender, April 2012
- Consumers seek value and quality
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- Figure 59: Influence on product selection, by previous experience, specific haircare needs, price, ingredients and brand name, April 2012
- Those seeking product information influenced by recommendations and advertising
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- Figure 60: Influence on product selection, by recommendations, April 2012
- Figure 61: Influence on product selection, by advertisements and reviews, April 2012
Haircare Attitudes
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- Key points
- Appearance of hair is a strong indicator of confidence
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- Figure 62: Haircare attitudes, April 2012
- Women more likely to struggle with styling hair at home
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- Figure 63: Haircare attitudes, by gender, April 2012
- Good hair equals confidence but takes time
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- Figure 64: Haircare attitudes, by haircare attitudes, April 2012
Hairstyling—Professionally and At Home
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- Key points
- Professional vs. at-home styling
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- Figure 65: Frequency of styling hair professionally and at home, April 2012
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- Figure 66: Frequency of styling hair professionally, by gender, April 2012
- Figure 67: Frequency of styling hair at home, by gender, April 2012
- Income correlates to frequency of salon visits among women
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- Figure 68: Frequency of styling hair professionally, by female and household income, April 2012
Ingredients Sought in Haircare Products
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- Key points
- Natural ingredients in demand
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- Figure 69: Ingredients seek in haircare products, by gender, April 2012
- Consumers more likely to seek oils and vitamins in products they use frequently
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- Figure 70: Ingredients seek in haircare products, by those who seek specific oils in haircare products, April 2012
- Figure 71: Frequency of shampoo and conditioner product usage, by those who seek shea butter, vitamins, and keratin in haircare products, April 2012
- Consumers seeking moisture from styling products
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- Figure 72: Frequency of hair styling product usage, by those who seek specific oils in haircare products, April 2012
- Figure 73: Frequency of hair styling product usage, by those who seek shea butter, vitamins, and keratin in haircare products, April 2012
Custom Consumer Groups
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- Key points
- Young women are the least brand loyal of respondents
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- Figure 74: Haircare brand selection, by gender and age, April 2012
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- Figure 75: Haircare attitudes, by gender and age, April 2012
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- Figure 76: Frequency of styling hair professionally, by gender and age, April 2012
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- Figure 77: Ingredients seek in haircare products, by gender and age, April 2012
Appendix—Other Useful Consumer Tables
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- Product use
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- Figure 78: Frequency of haircare products usage—at least once a week, by age, April 2012
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- Figure 79: Frequency of haircare products usage—at least once a week, by gender and age, April 2012
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- Figure 80: Frequency of shampoo and conditioner product usage, by gender, April 2012
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- Figure 81: Frequency of shampoo and conditioner product usage, by gender and age, April 2012
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- Figure 82: Frequency of hair smoothing products usage, by gender, April 2012
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- Figure 83: Frequency of hair smoothing product usage, by gender and age, April 2012
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- Figure 84: Frequency of hair styling product usage, by gender, April 2012
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- Figure 85: Frequency of hair styling products usage, by gender and age, April 2012
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- Figure 86: Frequency of hair coloring product usage, by gender, April 2012
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- Figure 87: Frequency of hair coloring product usage, by gender and age, April 2012
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- Figure 88: Haircare product selection, by gender and age, April 2012
- Purchase locations and influencers
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- Figure 89: Locations purchase haircare products from most often, by gender, April 2012
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- Figure 90: Locations purchase haircare products from most often, by gender and age, April 2012
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- Figure 91: Influence on product selection—very/somewhat influential, by gender and age, April 2012
- Ingredients seek and product usage
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- Figure 92: Frequency of hair smoothing products usage, by those who seek specific oils in haircare products, April 2012
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- Figure 93: Frequency of hair smoothing product usage, by those who seek shea butter, vitamins, and keratin in haircare products, April 2012
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- Figure 94: Frequency of hair coloring product usage, by those who seek specific oils in haircare products, April 2012
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- Figure 95: Frequency of hair styling product usage, by those who seek shea butter, vitamins, and keratin in haircare products, April 2012
Appendix—Trade Associations
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