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POPULARITY OF OILS
As shown in the chart below, oils have grown exponentially and it is indeed fashionable to incorporate the use of oils into the hair regime especially for Black and Mixed Raced women. Our challenge is not to develop a range based on oils that are already very popular, but to focus on the ‘up and coming’ oils.
- Excerpt, Black women and Hair Trends 2014
© NELSPRUIT RESEARCH 2014
BLACK WOMEN STILL RELAX THEIR HAIR BUT WITH CARE
- Many of the TG are still relaxing their hair, they just want to make healthier choices. This is driven by both ‘new knowledge’ and fear.
- Many more women are now ‘texlaxing’ their hair and are in search of a a chemical straighten that only partially straightens their hair. No Mass market brand has fully taken advantage of this opportunity to date
- The consumer that does relax her hair wants the relaxer to ‘last longer’ and is actively seeking products out that will enable this.
- The consumer is looking for natural ingredients as part of her day to day hair regime. If her hair is chemically straightened using natural ingredients goes one way to lessen the guilt when it comes to the potential of damaging the hair/scalp/follicles long term
- The consumer is interested in ‘exotic’ and all natural ingredients, ingredients that have a history of being beneficial to the skin and hair.
- Excerpt, Black women and Hair Trends 2014
© NELSPRUIT RESEARCH 2014
AN ARABIC PERSPECTIVE ON KINKY HAIR
In Europe there is approximately 17 million Black and Mixed Raced (Black & White) women aged between 15 and 54 who make up the majority of the target audience. In addition there are approximately 6 million Arabic women of Maghrebi descent who typically have loose wavy afro hair and are amongst the highest users of relaxer systems.
- Excerpt, Black women and Hair Trends 2014
© NELSPRUIT RESEARCH 2014
THE AFRICAN BEAUTY CONSUMER
Africa as a content has the youngest population in the world with more than 50% of all Africans being under 20. This is very encouraging for all aspects of consumerism and is why many of the largest multinational FMCG companies now have several bases through Africa.
This market is very much a relaxer market and is set to continue in this stead for some time.
Africa is very much a market that is heavily influenced by Europe and more so that it is by the US, therefore brands that tend to launch and perform well in Europe, succeed similarly in Africa. Almost half a billion African consumers fall with the brands target audience – a positive indicator, especially for a market that is no where near as saturated as mature markets such as the US.
- Excerpt, The African Beauty Consumer 2014
© NELSPRUIT RESEARCH 2014
LATINA WOMEN AND HAIR TREND
In terms of South & Central America, there is plenty of opportunity when looking at population figures.
However markets such as Brazil are notoriously difficult to break into due to complex trade associated tariffs and duties.
The US market remains strong, especially with the growth of the Latin consumer of whom approximately 20% use hair relaxers. However the Us is a saturated market and is not recommended as the first point of call for launch. Any launch in North America is recommended to be soft launched in Canada first.
- Excerpt, Latina Woman and Hair Trends 2014
© NELSPRUIT RESEARCH 2014