Market Insights: A Selection From The Report
Spotlighting Five Notable New Ethnic Haircare Products
Packaged Facts takes special note of the following five ethnic haircare products that debuted in the two years 2008-2009:
Vibrant Ethnic Health and Beauty Care Industry Experiences Rise in “Multicultural” Label that Blurs the Lines Between Ethnic-Specific and General Market Products
Yet while some marketers are intimately acquainted with the infrastructure and the quirks of the more specific aspects of the ethnic health and beauty care market, which is mainly comprised of haircare, makeup, and skincare products for African Americans and Hispanics, other marketers deem it wise to compete on a larger scale and reach beyond any one ethnic demographic niche by positioning products multiculturally. This strategy exists between the ethnic-specific and general market ends of the spectrum, and yet blurs with them both a little.
Packaged Facts asserts that there is now less advantage for ethnic health and beauty care marketers—particularly for smaller and midrange players—to restrict themselves to niche-positioning, and more advantage in the multicultural approach.
“In 2010, there is a strong trend to position beauty products multiculturally. That is, not only to the three principal minorities consisting of Hispanics, African Americans, and Asians, but also to Arabs, Native Americans, South Asians, and others,” says Don Montuori, publisher of Packaged Facts. “A strength of using the term ‘multicultural’ is that products carrying the label can be marketed to everybody, including Caucasians.”
The ability to market multicultural health and beauty care products to Caucasians, in addition to consumers of other ethnic backgrounds, is important to marketers based in the U.S. who increasingly seek lucrative international involvements. The term “ethnic” does not have the same meaning in most of the rest of the world, where billions of people have skin tones that befit the use of ethnic products popular in America and where Whites are the minority. Even in the U.S., which is home to more than 100 million persons of color, the term is expected to become antiquated in the coming decades, as the ethnic nation expands to become the majority sometime around 2042.
Ethnic Hair, Beauty and Cosmetics Products in the U.S., 7th Edition continues the series of Packaged Facts’ reports on the retail marketplace for ethnic HBC (health and beauty care) products, as they are commonly found in mass (supermarkets, chain drugstores, and mass merchandisers), prestige, beauty and barber supply stores, and specialty boutiques. Sales drivers are analyzed and the report includes sales estimates for ethnic-specific hair relaxers, styling products, facial makeup, moisturizers, fade creams, and other products. Most importantly, the report anchors ethnic HBC in the broader general-market HBC and societal contexts, as well as in the rapidly transforming retail scene.
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