Market Parameters

This report focuses on ethnic-specific health and beauty care (HBC) products and brands designed for and targeting African-American, Hispanics, and Asian-Americans. Usage of general-market products is discussed only in relation to the eth-nic HBC market. Three major areas of retail products are covered: haircare, includ-ing all varieties of hair cleaning, styling, treatment, and preparation products that are used in the home; cosmetics, including all types of facial and nail-care products; and skincare, including basic skincare products such as fade creams, moisturizers, and cleanser, as well as shaving products. Although most of these products are designed for and used by females, products for male consumers in segments such as hair styl-ing and shaving are also addressed.

This report covers ethnic HBC product sales through the mass-market sector (drugstores, mass merchandisers, and supermarkets), sales through barber and beauty shops (B&Bs), prestige-level sales through department stores, and direct sales. Prod-ucts and services offered by professionals are not included in the market.

Report Methodology

The information contained in this report was obtained from both primary and secondary research. Primary research entailed on-site examination of the retail milieu and consultation with industry sources. Secondary research entailed data-gathering from relevant trade, business, and government sources, including, where available, company literature and corporate annual reports. Packaged Facts has derived sales figures for the mass-market sector (drugstores, mass merchandisers, and supermar-kets) from trade sources and Information Resources, Inc. (IRI) sales-tracking data. Figures provided on national consumer advertising expenditures are based on Com-petitive Media Reporting (CMR) data, as reported in the trade press. The analysis of consumer demographics is based on Simmons Market Research Bureau data for spring 1998.

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