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Black Consumers and Haircare - US - August 2015

Black Consumers and Haircare - US - August 2015

"Haircare is perhaps one of the largest areas of consumer expenditures among Black consumers. Hair is an important part of Black consumers’ image – it shapes their identity and sends a signal to the world of who they are as a person. With the variety of ways that Black consumers wear their hair come differences in their attitudes toward hair, the products they use, and their general outlook of the beauty category as a whole."

- Tonya Roberts, Multicultural Analyst

This report discusses the following key issues:

Relaxers’ loss is styling products’ gain
Targeted messaging is critical – Understanding Blacks more important than ever


OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
The issues
Figure 1: Total US Black consumer haircare sales, by segment, at current prices, 2013 and 2015
Figure 2: Attitudes toward overall appearance, by gender, April 2015
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
What it means
THE MARKET
What you need to know
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
Currently $2.7 billion, Black haircare sales could reach more than $4 billion by 2020
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
Styling products driving growth – Accounts for twice the share compared with total haircare market sales
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
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
Figure 10: Types of haircare products used, by gender, May 2014
Market factors
Salon sales, wig, weave and tools a TRUE mystery
Nearly all have bought haircare products from LBSS – An average of $258
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
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
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
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
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?
Ties to African heritage gain credibility
Figure 15: Top Black haircare brands used, by gender, May 2014
Dove Hair’s campaign is inspiring…to some
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?
Relaxers…it’s time for brands to produce all-natural relaxers
Mainstream styling products may struggle with believability
Figure 17: Mainstream versus Black haircare brand usage, by haircare product, May 2014
What’s next?
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
Appearances impact overall well-being, hair plays a major role
Some assembly required…different approaches needed to reach Blacks
Figure 18: Black advertising segments for haircare, April 2015
Seven distinct segments identified – Four female and three male
Figure 19: Overview of the four Black female haircare segments, April 2015
Figure 20: Overview of the three Black male haircare segments, April 2015
Attitudes toward beauty and grooming
Appearance is crucial, first impressions are lasting impressions
Figure 21: Attitudes toward overall appearance, by gender, April 2015
The role of hair in self-perceptions
Hair helps shape identity, women take their time doing it so they’ll look their best
Figure 22: Attitudes toward hair, by gender, April 2015
Women like trying new products and still searching for perfect brand
Figure 23: Attitudes toward haircare products, by gender, April 2015
You are what you wear – Blacks’ personality shines through in their style
Figure 24: Words Black consumers use to describe their style and personality, April 2015
Black consumer haircare
segments – Overview
Seven distinct segments identified, strong implications for brands
Figure 25: Distribution of seven Black haircare segments, by gender, April 2015
Female segment 1 – The Trendy Naturalista
Trendy Naturalistas – Young, single, culturally connected
Figure 26: Trendy Naturalista’s (female) profile, April 2015
She lets her natural beauty shine – Inside and out
Figure 27: Trendy Naturalista’s (female) attitudes toward natural hair, April 2015
Living in the moment and a big show off
Figure 28: Trendy Naturalista’s (female) attitudes toward keeping up with hair trends, April 2015
She wants attention…but not too much
Figure 29: Trendy Naturalista’s (female) attitudes toward hairstyles, April 2015
Female segment 2 – The Glam Artist
Young, Southern belles – Four in 10 are aged 18-24
Figure 30: Glam Artist’s (female) profile, April 2015
Bodacious and confident – She’s a trendsetter and doesn’t even know it
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
Figure 32: Glam Artist’s (female) attitudes toward natural hair, April 2015
She likes variety, and takes her time to get it right
Figure 33: Glam Artist’s (female) attitudes toward hairstyles, April 2015
Female segment 3 – Mother Naturale
A true lady…mature, seasoned – A silent force to be reckoned with
Figure 34: Mother Naturale’s (female) profile, April 2015
Healthy hair is important to her, but for different reasons
Figure 35: Mother Naturale’s (female) attitudes toward natural hair, April 2015
She dances to the beat of her own drum…determined, resourceful, independent
Figure 36: Mother Naturale’s (female) attitudes toward hairstyles, April 2015
She’s conservative, content, and not looking for acceptance
Figure 37: Mother Naturale’s (female) attitudes toward keeping up with hair trends, April 2015
Female segment 4 – The Functionista
Functionistas reside on West coast primarily, less urban area
Figure 38: Functionista’s (female) profile, April 2015
Natural hair isn’t a goal. It’s all about convenience
Figure 39: Functionista’s (female) attitudes toward natural hair, April 2015
Functionistas keep it simple and understated
Figure 40: Functionista’s (female) attitudes toward hairstyles, April 2015
She’s not a show off. Staying on trend isn’t important
Figure 41: Functionista’s (female) attitudes toward keeping up with hair trends, April 2015
Male segment 1 – The Trendy Urbane-ite
Young, urban and successful
Figure 42: Trendy Urbane-ite’s (male) profile, April 2015
A trendsetter – Impeccable, natural, image-conscious and likes to stand out
Figure 43: Trendy Urbane-ite’s (male) attitudes toward natural hair, April 2015
Figure 44: Trendy Urbane-ite’s (male) attitudes toward keeping up with hair trends, April 2015
Figure 45: Trendy Urbane-ite’s (male) attitudes toward hairstyles, April 2015
Male segment 2 – The Natural Class-icon
Mature and single…this guy believes healthy lifestyle is his biggest asset
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
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
Figure 49: Natural Class-icon’s (male) attitudes toward keeping up with hair trends, April 2015
Male segment 3 – The Reinventionist
Young, southern and potentially very powerful in more ways than one
Figure 50: Reinventionist’s (male) profile, April 2015
Reinventionists are adventurous and stand out – Being natural not a priority
Figure 51: Reinventionist’s (male) attitudes toward natural hair, April 2015
This guy has a very carefree attitude about his appearance and hair
Figure 52: Reinventionist’s (male) attitudes toward keeping up with hair trends, April 2015
A switch up artist…always reinventing his look
Figure 53: Reinventionist’s (male) attitudes toward hairstyles, April 2015
APPENDIX
Data sources and abbreviations
Data sources
Fan chart forecast
Abbreviations and terms
Market
Total
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
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
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
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
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
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
RESEARCH METHODOLOGY
US Multicultural Methodology
Consumer research
Trade research
Statistical Forecasting

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