Black Consumers and Personal Care - US - July 2017
"Black consumers spend slightly less money per household, but a higher percentage of their disposable budget, within the personal care category. Most buy mass produced brands for basic maintenance, but will use prestige an Black consumer targeted brands that have products specially formulated to treat their skin care issues."
- Toya Mitchell, Multicultural Analyst
This Report discusses the following key issues:
Most Blacks use mass brands, but will use specialty brands for special needs
Blacks prefer products that they are familiar with, but advertising may change their mind
Product price is important to most Blacks
Blacks use products to first cover basic maintenance, then to treat issues