Table of Contents
Executive Summary
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- The issues
- Relaxers’ loss is styling products’ gain
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- Figure 1: Total US Black consumer haircare sales, by segment, at current prices, 2013 and 2015
- Targeted messaging is critical – Understanding Blacks more important than ever
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- Figure 2: Attitudes toward overall appearance, by gender, April 2015
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- Figure 3: Overview of the four Black female haircare segments, April 2015
- Figure 4: Overview of the three Black male haircare segments, April 2015
- The opportunities
- Reevaluate. Innovate. Reinvent
- Finger on pulse makes perfect
- What it means
The Market – What You Need to Know
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- Black haircare sales forecast to increase 26% 2015-20
- Styling products represent largest share and growth
- Relaxer sales continue to decline, healthy hair is symbol of beauty
Market Size and Forecast
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- Currently $2.7 billion, Black haircare sales could reach more than $4 billion by 2020
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- Figure 5: Total US Black consumer haircare sales and fan chart forecast, at current prices, 2010-20
- Figure 6: Total US Black consumer haircare sales and forecast, at current prices, 2010-20
Market Breakdown
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- Styling products driving growth – Accounts for twice the share compared with total haircare market sales
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- Figure 7: Category share of expenditures of black consumers for haircare products, by segment, at current prices, 2015
- Figure 8: Total US Black consumer haircare sales and forecast, by segment, at current prices, 2010-20
- Styling products grew by 26.8% between 2013-2015
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- Figure 9: Total US Black consumer haircare sales, by segment, at current prices, 2013 and 2015
- No surprise…women more likely to use conditioner and styling products
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- Figure 10: Types of haircare products used, by gender, May 2014
Market Factors
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- Salon sales, wig, weave and tools a TRUE mystery
- Nearly all have bought haircare products from LBSS – An average of $258
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- Figure 11: Amount spent on haircare products at a local beauty supply store in last six months and average annual amount spent, by gender, April 2015
- Trendy Naturalistas, Glam Artists, Trendy Urbane-ites spend big on hair
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- Figure 12: Average amount spent at local independent beauty supply stores, by haircare segment and gender, April 2015
- Half of Blacks bought styling tools, wigs, or weave from LBSS – An average of $210
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- Figure 13: Amount spent on styling tools at a local beauty supply store in last six months and average annual amount spent, by gender, April 2015
- Trendy Urbane-ites spend more on tools and such than any segment – Male or female
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- Figure 14: Average annual amount spent on styling tools, wigs, weave, etc, by haircare segment and gender, April 2014
Key Players – What You Need to Know
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- Market saturation means credibility can make or break brands
- Green is the new Black…natural hair has sparked growth in more ways
What’s Working?
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- Ties to African heritage gain credibility
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- Figure 15: Top Black haircare brands used, by gender, May 2014
- Dove Hair’s campaign is inspiring…to some
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- Figure 16: Consumer reaction to Dove Hair’s Love Your Curls campaign, 2015
- MULO expansion of Black haircare products
- Alternative relaxed styles and products
- Got weave?
What’s Struggling?
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- Relaxers…it’s time for brands to produce all-natural relaxers
- Mainstream styling products may struggle with believability
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- Figure 17: Mainstream versus Black haircare brand usage, by haircare product, May 2014
What’s Next?
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- Color: The bolder the better…natural hair brings on a whole new level of confidence
- As seen on the Tube
- Niche…for Nick and little Nicky
The Consumer – What You Need to Know
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- Appearances impact overall well-being, hair plays a major role
- Some assembly required…different approaches needed to reach Blacks
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- Figure 18: Black advertising segments for haircare, April 2015
- Seven distinct segments identified – Four female and three male
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- Figure 19: Overview of the four Black female haircare segments, April 2015
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- Figure 20: Overview of the three Black male haircare segments, April 2015
Attitudes toward Beauty and Grooming
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- Appearance is crucial, first impressions are lasting impressions
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- Figure 21: Attitudes toward overall appearance, by gender, April 2015
The Role of Hair in Self-Perceptions
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- Hair helps shape identity, women take their time doing it so they’ll look their best
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- Figure 22: Attitudes toward hair, by gender, April 2015
- Women like trying new products and still searching for perfect brand
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- Figure 23: Attitudes toward haircare products, by gender, April 2015
- You are what you wear – Blacks’ personality shines through in their style
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- Figure 24: Words Black consumers use to describe their style and personality, April 2015
Black Consumer Haircare Segments – Overview
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- Seven distinct segments identified, strong implications for brands
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- Figure 25: Distribution of seven Black haircare segments, by gender, April 2015
Female Segment 1 – The Trendy Naturalista
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- Trendy Naturalistas – Young, single, culturally connected
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- Figure 26: Trendy Naturalista’s (female) profile, April 2015
- She lets her natural beauty shine – Inside and out
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- Figure 27: Trendy Naturalista’s (female) attitudes toward natural hair, April 2015
- Living in the moment and a big show off
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- Figure 28: Trendy Naturalista’s (female) attitudes toward keeping up with hair trends, April 2015
- She wants attention…but not too much
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- Figure 29: Trendy Naturalista’s (female) attitudes toward hairstyles, April 2015
Female Segment 2 – The Glam Artist
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- Young, Southern belles – Four in 10 are aged 18-24
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- Figure 30: Glam Artist’s (female) profile, April 2015
- Bodacious and confident – She’s a trendsetter and doesn’t even know it
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- Figure 31: Glam Artist’s (female) attitudes toward keeping up with hair trends, April 2015
- Going natural may be far in the horizon for Glam Artist
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- Figure 32: Glam Artist’s (female) attitudes toward natural hair, April 2015
- She likes variety, and takes her time to get it right
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- Figure 33: Glam Artist’s (female) attitudes toward hairstyles, April 2015
Female Segment 3 – Mother Naturale
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- A true lady…mature, seasoned – A silent force to be reckoned with
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- Figure 34: Mother Naturale’s (female) profile, April 2015
- Healthy hair is important to her, but for different reasons
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- Figure 35: Mother Naturale’s (female) attitudes toward natural hair, April 2015
- She dances to the beat of her own drum…determined, resourceful, independent
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- Figure 36: Mother Naturale’s (female) attitudes toward hairstyles, April 2015
- She’s conservative, content, and not looking for acceptance
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- Figure 37: Mother Naturale’s (female) attitudes toward keeping up with hair trends, April 2015
Female Segment 4 – The Functionista
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- Functionistas reside on West coast primarily, less urban area
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- Figure 38: Functionista’s (female) profile, April 2015
- Natural hair isn’t a goal. It’s all about convenience
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- Figure 39: Functionista’s (female) attitudes toward natural hair, April 2015
- Functionistas keep it simple and understated
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- Figure 40: Functionista’s (female) attitudes toward hairstyles, April 2015
- She’s not a show off. Staying on trend isn’t important
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- Figure 41: Functionista’s (female) attitudes toward keeping up with hair trends, April 2015
Male Segment 1 – The Trendy Urbane-ite
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- Young, urban and successful
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- Figure 42: Trendy Urbane-ite’s (male) profile, April 2015
- A trendsetter – Impeccable, natural, image-conscious and likes to stand out
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- Figure 43: Trendy Urbane-ite’s (male) attitudes toward natural hair, April 2015
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- Figure 44: Trendy Urbane-ite’s (male) attitudes toward keeping up with hair trends, April 2015
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- Figure 45: Trendy Urbane-ite’s (male) attitudes toward hairstyles, April 2015
Male Segment 2 – The Natural Class-icon
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- Mature and single…this guy believes healthy lifestyle is his biggest asset
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- Figure 46: The Natural Class-icon’s (male) profile, April 2015
- Figure 47: Natural Class-icon’s attitudes toward natural hair, April 2015
- This man is classic – His style is iconic and conservative
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- Figure 48: Natural Class-icon’s (male) attitudes toward hairstyles, April 2015
- The average Joe on the surface – Hair isn’t part of his identity
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- Figure 49: Natural Class-icon’s (male) attitudes toward keeping up with hair trends, April 2015
Male Segment 3 – The Reinventionist
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- Young, southern and potentially very powerful in more ways than one
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- Figure 50: Reinventionist’s (male) profile, April 2015
- Reinventionists are adventurous and stand out – Being natural not a priority
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- Figure 51: Reinventionist’s (male) attitudes toward natural hair, April 2015
- This guy has a very carefree attitude about his appearance and hair
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- Figure 52: Reinventionist’s (male) attitudes toward keeping up with hair trends, April 2015
- A switch up artist…always reinventing his look
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- Figure 53: Reinventionist’s (male) attitudes toward hairstyles, April 2015
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Appendix – Market
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- Total
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- Figure 54: Total US Black consumer haircare sales and forecast, at inflation-adjusted prices, 2010-20
- Figure 55: Total US Black consumer haircare sales, by segment, at current prices, 2013 and 2015
- Styling products
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- Figure 56: US Black consumer styling product sales and fan chart forecast, at current prices, 2010-20
- Figure 57: US Black consumer styling product sales and forecast, at current prices, 2010-20
- Figure 58: US Black consumer styling product sales and forecast, at inflation-adjusted prices, 2010-20
- Relaxers
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- Figure 59: US Black consumer relaxer sales and fan chart forecast, at current prices, 2010-20
- Figure 60: US Black consumer relaxer sales and forecast, at current prices, 2010-20
- Figure 61: US Black consumer relaxer sales and forecast, at inflation-adjusted prices, 2010-20
- Shampoo
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- Figure 62: US Black consumer shampoo sales and fan chart forecast, at current prices, 2010-20
- Figure 63: US Black consumer shampoo sales and fan chart forecast, at current prices, 2010-20
- Figure 64: US Black consumer shampoo sales and forecast, at inflation-adjusted prices, 2010-20
- Conditioner
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- Figure 65: US Black consumer conditioner sales and fan chart forecast, at current prices, 2010-20
- Figure 66: US Black consumer conditioner sales and forecast, at current prices, 2010-20
- Figure 67: US Black consumer conditioner sales and forecast, at inflation-adjusted prices, 2010-20
- Hair color
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- Figure 68: US Black consumer hair color sales and fan chart forecast, at current prices, 2010-20
- Figure 69: US Black consumer hair color sales and forecast, at current prices, 2010-20
- Figure 70: US Black consumer hair color sales and forecast, at inflation-adjusted prices, 2010-20
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