Table of Contents
Scopes and Themes
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- What you need to know
- Definition
- Data sources
- Consumer survey data
- Advertising
- Abbreviations and terms
- Abbreviations
- Terms
- Market size notes
Executive Summary
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- Category expenditures
- Black consumers spend $684 million on haircare products
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- Figure 1: Sales and fan chart forecast of Black haircare products, at current prices, 2007-17
- The consumer
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- Figure 2: Brand usage of products specially formulated for Black hair (past 2 years), May 2013
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- Figure 3: Brand usage of products specially formulated for Black hair (past 2 years), May 2013
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- Figure 4: Top 15 mainstream haircare brands by race/ethnicity (all products combined), January 2012-March 2013
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- Figure 5: Stores shopped for haircare products—any purchase, by frequency of using types of haircare products at home (in average month), May 2013
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- Figure 6: Attitudes about advertising, by race/Hispanic origin, January 2012-March 2013
- Figure 7: Most influential sources of recommendations for haircare products, May 2013
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- Figure 8: Total U.S. retail sales and forecast of Black haircare products, by segment, at current prices, 2008-13
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- Figure 9: Stores shopped for haircare products —any purchase, by gender and age, May 2013
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- Figure 10: Stores shopped for haircare products—any purchase, by gender and household income, May 2013
- What we think
Issues in the Market
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- The role and importance of hair to Black consumers
- How will the trend toward natural hair continue to influence the market?
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- Figure 11: Popular hairstyles worn by Black consumers (nets), May 2013
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- Figure 12: Popular hairstyles worn by Black consumers, May 2013
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- Figure 13: Importance of and attitudes toward hair, May 2013
- What role do men play in the Black haircare category?
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- Figure 14: Black men and weaves/extensions by age—currently have, May 2013
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- Figure 15: Black men and chemically treated hair by age, currently have, May 2013
- Figure 16: Black men and natural styles (no relaxer or perm)—currently have, by age, May 2013
Trend Application
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- Trend: Many Mes
- Trend: Influentials
- Mintel Futures trend: Human
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- Figure 17: Image of mirror salon in New York City
Market Size and Forecast
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- Key points
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- Figure 18: Total U.S. retail sales and forecast of Black haircare products, at current prices, 2007-17
- Mintel expects haircare market to grow to a total of $761 million in 2017
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- Figure 19: Total U.S. sales and fan chart forecast of Black haircare, at current prices, 2007-17
- Figure 20: Total U.S. retail sales and forecast of Black haircare products, by segment, at current prices, 2008-13
The Haircare Category
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- Key points
- How mainstream brands are reinventing themselves so that they’re relevant to Black consumers
- Mainstream brands recognize the importance of the Black consumer
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- Figure 21: Image of Pantene Relaxed & Natural products
- Figure 22: Image of Suave Moroccan Argan Oil Infusion products
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- Figure 23: Image of Palmer’s Coconut Oil and Olive Oil Formula products
- Figure 24: Organix Haircare Lineup that may appeal to Black consumers
- The Veterans—how retro brands are maintaining and coming back stronger than ever
- Strong heritage among Black consumers is still paying off for some brands
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- Figure 25: Brand usage of products specially formulated for Black hair (past 2 years), May 2013
- Higher-income Blacks just as likely to buy lower-priced heritage brands
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- Figure 26: Heritage Brand usage of products specially formulated for Black hair (past 2 years), by household income, May 2013
- The Newbies—small brands with a big bark
- Digital helped to birth newer brands who are winning among Blacks
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- Figure 27: Usage of brands specially formulated for Black hair (past 2 years), May 2013
- Kera Care and Miss Jessie’s more popular with higher-income Blacks
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- Figure 28: Usage of brands specially formulated for Black hair (past 2 years), by household income, May 2013
- Mainstream brands—the big whales in a gigantic ocean
- Blacks are much less likely to use mainstream brands than Black haircare brands
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- Figure 29: Top 15 mainstream haircare brands by race/ethnicity (all products combined), January 2012-March 2013
- Younger Black consumers are driving sales among mainstream brands
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- Figure 30: Top 15 mainstream haircare brands by race/ethnicity (all products combined), January 2012-March 2013
Haircare Product Selection & Influence
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- Key points
- Shopping for the right products—Black consumers are shopping multiple stores to get the products they need
- Blacks love to shop and admit they spend a lot more on toiletries than others
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- Figure 31: Attitudes toward shopping, by race/Hispanic origin, January 2012-March 2013
- Many are impulse shoppers and brand names more likely in their carts
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- Figure 32: Attitudes toward appearance and shopping for toiletries, by race/Hispanic origin, January 2012-March 2013
- Blacks purchase haircare from independent beauty supply and mass merchandisers
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- Figure 33: Stores shopped for haircare products, May 2013
- Many buy shampoo and conditioners from stores like Target and Walmart
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- Figure 34: Stores shopped for haircare products, May 2013
- Blacks find styling tools and products they need at beauty supply stores
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- Figure 35: Stores shopped for haircare products, May 2013
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- Figure 36: Stores shopped for haircare products, May 2013
- Black consumers love to stand out from the crowd and try new things
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- Figure 37: Interest in learning and sharing information with others, by race/Hispanic origin, January 2012-March 2013
- Blacks are more receptive to ads—ads help to drive purchases
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- Figure 38: Receptivity to Advertising, by race/Hispanic origin, January 2012-March 2013
- Stylists, advertising, and word-of-mouth are major influencers for haircare
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- Figure 39: Most influential sources of information on haircare products, May 2013
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- Figure 40: Most influential sources of information on haircare products, by brand usage of products specially formulated for Black hair—New brands users (past 2 years), May 2013
- Figure 41: Most influential sources of information on haircare products, by brand usage of products specially formulated for Black hair—Heritage brands users (past 2 years), May 2013
- Expert or do-it-yourself
- Haircare products are a staple in Black households—some use tools, relaxers, and color at home, too
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- Figure 42: Usage frequency of haircare products at home by type (in average month), May 2013
Segment Performance
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- Key points
- Natural hair trend drives rise in styling products but a decline in relaxers
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- Figure 43: Total U.S. retail sales of Black haircare products, by segment, at current prices, 2011 and 2013
- Figure 44: Total U.S. retail sales and forecast of Black haircare products, by segment, at current prices, 2008-13
- Shampoo and conditioners are one third of Black haircare expenditures
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- Figure 45: types of home haircare treatments, May 2013
- Figure 46: Types of shampoo used at home, by race/Hispanic origin, January 2012-March 2013
- Hairstyling products make up largest share of expenditures
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- Figure 47: Usage frequency of home haircare products in average month, May 2013
- Black consumers want scented haircare products
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- Figure 48: Usage of hair spray (men's and women's), by race/Hispanic origin, January 2012-March 2013
- Figure 49: Usage of scented/unscented hair spray (men's and women's), by race/Hispanic origin, January 2012-March 2013
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- Figure 50: Usage frequency of hair spray in last seven days (men's and women's), by race/Hispanic origin, January 2012-March 2013
- Blacks drawn to products in lotion or cream form that add moisture
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- Figure 51: Usage of hairstyling mousse and gels, by race/Hispanic origin, January 2012-March 2013
- Figure 52: Usage of hairstyling mousse and gels by type, by race/Hispanic origin, January 2012-March 2013
- Dark and Lovely top relaxer brand, Clairol takes lead in hair color
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- Figure 53: Usage of relaxers or hair color at home (in average month), May 2013
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- Figure 54: Brands of hair relaxers and permanents used, by race/Hispanic origin, January 2012-March 2013
- Figure 55: Brands of home hair color products used, by race/Hispanic origin, January 2012-March 2013
- Styling tools are must-haves—especially clippers, flat irons, and blow dryers
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- Figure 56: Usage frequency of using types of hairstyling tools at home (in average month), May 2013
Black Women and Their Hair
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- Key points
- The vast majority wash their hair at home but less frequently than others
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- Figure 57: Usage of shampoos and conditioners at home (in average month), by gender, May 2013
- Figure 58: Type of shampoo used at home, by gender, January 2012-March 2013
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- Figure 59: Usage frequency of shampoo and conditioner (for use at home), by gender, January 2012-March 2013
- Half of Black women relax their hair at home—even more are using styling tools
- Multiple products are needed to achieve the look—some still seeking what works
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- Figure 60: Usage of haircare products at home by type (in average month), by gender, May 2013
- Figure 61: Attitudes toward hair and haircare products, by gender, May 2013
- Black moms use more products—may be different products on kids
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- Figure 62: Usage frequency of haircare products at home by type (in average month), by gender and presence of children in household, May 2013
- Age plays a role in where Black women shop for haircare products
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- Figure 63: Type of stores shopped for haircare products—any purchase, by gender and age, May 2013
- Higher-income women more likely to shop salons and specialty stores for haircare products
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- Figure 64: Type of stores shopped for haircare products—any purchase, by gender and household income, May 2013
- Advertising is just as effective as word-of-mouth and stylist at influencing purchases
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- Figure 65: Most influential sources of information on haircare products, by gender and age, May 2013
- Lower-income women rely on advertising, higher-income consumers rely on salons
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- Figure 66: Most influential sources of information on haircare products, by gender and household income, May 2013
- Figure 67: Attitudes toward hair product advertisements, by gender, May 2013
- Importance of and attitudes toward hair
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- Figure 68: Black female hairstyles, 2013
- Natural styles seen as low maintenance and healthier
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- Figure 69: Attributes used to describe female hairstyles, May 2013
- Vast majority say people don’t judge them when they wear weaves, wigs, or extensions
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- Figure 70: Attitudes toward weaves, wigs and extensions, by gender, May 2013
- Shorter hairstyles and natural styles exude confidence
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- Figure 71: Attributes used to describe image projected to others for listed hairstyles, May 2013
- Some hairstyles can be limiting and less versatile for different occasions
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- Figure 72: Occasions appropriate for listed hairstyles, by gender, May 2013
Black Men and Their Hair
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- Key points
- Higher rate of single men means more men shop for haircare products
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- Figure 73: Usage of weaves/extensions, by gender and age, May 2013
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- Figure 74: Usage of dyes, relaxers, and perms, by gender and age, May 2013
- Nearly two out of 10 Black men have braids or locks
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- Figure 75: Usage of natural hairstyles (no relaxer or perm), by gender and age, May 2013
- Black men wash their hair more frequently than women
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- Figure 76: Usage of shampoo by type, by gender, January 2012-March 2013
- Figure 77: Usage frequency of shampoo and conditioner at home in last 7 days, by gender, January 2012-March 2013
- Majority of Black men have trimmers or clippers, grooming themselves between barber shop visits
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- Figure 78: Usage of haircare products by type at home in average month, by gender, May 2013
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- Figure 79: Usage of haircare products by type at home in average month, by gender and presence of children in household, May 2013
- Black men also shop at beauty supply stores, especially high-income men
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- Figure 80: Type of stores shopped for haircare products—any purchase, by gender and age, May 2013
- Figure 81: Type of stores shopped for haircare products—any purchase, by gender and household income, May 2013
- Advertising and barbers impact purchase decisions most
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- Figure 82: Most influential sources of information on haircare products, by gender, May 2013
- Younger men tap into social networks and advertising in general
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- Figure 83: Most influential sources of information on haircare products, by gender and age, May 2013
- Majority of men are OK with women wearing weaves, wigs, or extensions
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- Figure 84: Attitudes toward hair, haircare products and advertising, by gender, May 2013
- What does his hair say about him?
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- Figure 85: Black male hairstyles, 2013
- Unlike women, men view locks as high maintenance
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- Figure 86: Attributes used to describe male hairstyles, May 2013
- All styles except the fade are seen as trendy, but fade exudes more confidence
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- Figure 87: Attributes used to describe image male hairstyles would project to others, among men, May 2013
- Fade is more versatile, but other styles are more suited for fun activities
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- Figure 88: Occasions appropriate for listed hairstyles, by gender, May 2013
Social Media and Black Haircare
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- Key points
- Key social media metrics
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- Figure 89: Key brand metrics, Black haircare brands, July 2013
- Market overview
- Brand usage and awareness
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- Figure 90: Usage and awareness of selected Black haircare brands, May 2013
- Interaction with brands
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- Figure 91: Interaction with selected Black haircare brands, May 2013
- Online conversations
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- Figure 92: Online mentions, selected Black haircare brands, by week, July 22, 2012-July 21, 2013
- Where are people talking about Black haircare brands?
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- Figure 93: Mentions by page type, selected Black haircare brands, July 22, 2012-July 21, 2013
- What are people talking about?
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- Figure 94: Mentions by type of conversation, selected Black haircare brands, July 22, 2012-July 21, 2013
- Figure 95: Major areas of discussion surrounding Black haircare brands, by week, July 22, 2012-July 21, 2013
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- Figure 96: Major areas of discussion surrounding Black haircare brands, by page type, July 22, 2012-July 21, 2013
- Brand analysis
- SheaMoisture
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- Figure 97: SheaMoisture key social media indicators, July 2013
- Key online campaigns
- What we think
- Dark and Lovely
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- Figure 98: Dark and Lovely key social media indicators, July 2013
- Key online campaigns
- What we think
- Crème of Nature
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- Figure 99: Crème of Nature key social media indicators, July 2013
- Key online campaigns
- What we think
- Miss Jessie’s
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- Figure 100: Miss Jessie’s key social media indicators, July 2013
- Key online campaigns
- What we think
- ORS Hair Care (Organic Root Stimulator)
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- Figure 101: ORS Hair Care key social media indicators, July 2013
- Key online campaigns
- What we think
- Motions
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- Figure 102: Motions Hair key social media indicators, July 2013
- Key online campaigns
- What we think
U.S. Black Population
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- Key points
- U.S. population by race/Hispanic origin
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- Figure 103: Population, by race/Hispanic origin, 2008-18
- Figure 104: Population, by race/Hispanic origin, 1970-2020
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- Figure 105: Asian, Black, and Hispanic populations, 1970-2020
- Age
- Generations by race
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- Figure 106: U.S. population by race, and by generation, 2011
- Black population by age
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- Figure 107: U.S. Black population, by age, 2008-18
- Figure 108: U.S. Population, by age, 2008-18
- U.S. Black geographic concentration
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- Figure 109: Black geographic concentration, by region, 2007
- Black population by state
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- Figure 110: States with largest Black population, 2011
- Figure 111: States with largest Black population, by distribution, 2008
- Population by geographic concentration
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- Figure 112: States (including District of Columbia) ranked with the highest share of Black residents, 2011
- Black metro areas
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- Figure 113: Metropolitan status of Black households, 2006 and 2011
- Figure 114: Top 10 metropolitan areas with the largest number of Black residents, 2010
- Black households
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- Figure 115: Average household size, by race/Hispanic origin/race of householder, 2001 and 2011
- Figure 116: Presence and ages of children in the household, by race/Hispanic origin, 2011
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- Figure 117: Marital status, by race and Hispanic origin, 2011
Appendix – Additional Tables
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- Figure 118: Popular hairstyles worn by Black consumers—currently have or had, males by age, May 2013
- Figure 119: Popular hairstyles worn by Black consumers—currently have or had, females, by age, May 2013
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- Figure 120: Popular hairstyles Black consumers currently have, by gender and household income, May 2013
- Figure 121: Popular hairstyles Black consumers have had in past 12 months, by gender and household income, May 2013
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- Figure 122: Black women and weaves/extensions, by age, currently have, May 2013
- Figure 123: Black women and natural hair (no relaxer or perm), by age, currently have, May 2013
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- Figure 124: Black women and chemically treated hair by age, currently have, May 2013
- Figure 125: Usage of brands specially formulated for Black hair (past 2 years), by gender and age, May 2013
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- Figure 126: Usage of brands specially formulated for Black hair (past 2 years), by gender and presence of children in household, May 2013
- Figure 127: Usage of heritage brands specially formulated for Black hair (past 2 years), by gender and age, May 2013
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- Figure 128: Usage of heritage brands specially formulated for Black hair (past 2 years), by gender and household income, May 2013
- Figure 129: Attitudes toward hair, haircare, and advertising, by popular hairstyles worn, by have or have had, Black consumers, May 2013
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- Figure 130: Attitudes toward hair, haircare, and advertising, by popular hairstyles worn, by have or have had Black consumers, May 2013
- Figure 131: Attitudes toward hair, haircare, and advertising, by popular hairstyles worn by have or have had Black consumers, May 2013
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- Figure 132: Type of stores shopped for haircare products, May 2013
- Figure 133: Most influential sources of information on haircare products, by brand usage of products specially formulated for Black hair—new brands users (past 2 years), May 2013
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- Figure 134: Most influential sources of information on haircare products, by brand usage of products specially formulated for Black hair—New brands users (past 2 years), May 2013
- Figure 135: Most influential sources of information on haircare products, by brand usage of products specially formulated for Black hair—Heritage brands users (past 2 years), May 2013
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- Figure 136: Most influential sources of information on haircare products, by brand usage of products specially formulated for Black hair—Heritage brands users (past 2 years), May 2013
- Figure 137: Usage of brands specially formulated for Black hair (past 2 years) at home (in average month), May 2013
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- Figure 138: Usage of brands specially formulated for Black hair (past 2 years) at home (in average month), May 2013
- Figure 139: Usage of haircare products by type (past 2 years) at home (in average month), by popular hairstyles worn by Black consumers, May 2013
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- Figure 140: Usage of haircare products by type (in average month), by popular hairstyles worn by Black consumers, May 2013
- Figure 141: Usage of haircare products by type (in average month), by popular hairstyles worn by Black consumers, May 2013
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- Figure 142: Types of stores shopped for haircare products—any purchase, by female and age, May 2013
- Figure 143: Most influential sources of information on haircare products, by gender, May 2013
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- Figure 144: Types of stores shopped for haircare products—any purchase, by male and age, May 2013
- Figure 145: Most influential sources of information on haircare products, by gender and household income, May 2013
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Appendix – Social Media
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- Usage and awareness
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- Figure 146: Brand usage or awareness, May 2013
- Figure 147: Miss Jessie’s usage or awareness, by demographics, May 2013
- Figure 148: Motions usage or awareness, by demographics, May 2013
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- Figure 149: Dark and Lovely usage or awareness, by demographics, May 2013
- Figure 150: SheaMoisture usage or awareness, by demographics, May 2013
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- Figure 151: Crème of Nature usage or awareness, by demographics, May 2013
- Figure 152: ORS Hair Care (Organic Root Stimulator) usage or awareness, by demographics, May 2013
- Interaction with brands
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- Figure 153: Activities done, May 2013
- Figure 154: Motions—Activities done, by demographics, May 2013
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- Figure 155: Dark and Lovely—Activities done, by demographics, May 2013
- Figure 156: SheaMoisture—Activities done, by demographics, May 2013
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- Figure 157: Crème of Nature—Activities done, by demographics, May 2013
- Figure 158: ORS Hair Care (Organic Root Stimulator)—Activities done, by demographics, May 2013
- Online conversations
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- Figure 159: Online mentions, selected Black haircare brands, by week, July 22, 2012-July 21, 2013
- Figure 160: Mentions by page type, selected Black haircare brands, July 22, 2012-July 21, 2013
- Figure 161: Mentions by type of conversation, selected Black haircare brands, July 22, 2012-July 21, 2013
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- Figure 162: Major areas of discussion surrounding Black haircare brands, by page type, July 22, 2012-July 21, 2013
Appendix – Trade Associations
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