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Ethnic Hair Care Market
- 1. Creating value, growing together Ethnic Hair Care market Trends & Formulation Solutions
- 2. Creating value, growing together Value Proposition Glenn, an Azelis Americas company, provides comprehensive service through the delivery of specialty chemical solutions for the formulation of Personal Care and Home Care & Industrial Cleaning products. Our super-regional footprint accompanied by our technical competence and our optimized marketing engine exemplify our value-added standards to both our supplier partners and customers.
- 3. 3 Growing Economic Opportunity Justifies Product Development ? Greater Black population rise vs. Whites: the population of Black consumers in the US is expected to rise 5% between 2015 and 2020 vs. 2.8% for White. ? Black spending power: projected to increase to $1.4 trillion by 2020, which would make their spending power in terms of GDP as large as Mexico (only $320 million in 1990). ? Experimenting with different hair/fashion styles: important to 37% of Black women (vs. 14% of men) C boding well for hair styling products. ? Usage: styling products are used by 51% of Black consumers (May 2014) rising to 67% of women. Sources: Mintel and Atlanta black star
- 4. 4 ? In the Black haircare category, styling products saw the greatest gain of 26.8% between 2013 and 2015 (est.) C in contrast to stagnant hair styling sales in the overall US haircare market. ? There was an 18.6% fall for relaxer sales, an 18.3% increase for shampoo, a 9.8% increase for conditioner and a 1.6% increase for home hair colour. ? The fashion for more natural afro hairstyles (vs. straight / relaxed) is arguably driving sales of styling products as a natural look for curly/afro hair often requires consumers to add a few more products to their daily routine. Targeting Black consumers: US styling product sales rise by biggest share Source: Mintel Reports, Black Consumers and Haircare - US - August 2015 Madam C.J. Walker Beauty Culture Frizz Fighting Coconut & Moringa Oils 26.8% Styling products increased 18.6% Relaxers sales fell Africas Best
- 5. 5 ? Consistent with their high engagement in the haircare category, Black haircare users report above-average interest in many new products such as scalp treatments (69%), lightweight hair oils (63%) and hair fragrance (56%). Targeting Black consumers: interest in scalp treatments, light oils, fragrance Source: Mintel Reports, Black Consumers and Haircare - US - August 2015; Base: 1,893 internet users aged 18+ who use haircare products Scalp treatments Lightweight hair oils Hair fragrances All Black 53% 69% 49% 63% 47% 56% Interest in select new products, by race, January 2015
- 6. 6 Hair Treatments Lead in Ethnic Hair Product Launches in NA (2013-July 2016) Hair Treatments , 47.17% Hair Styling, 33.96% Shampoo, 11.32% Conditioner, 7.55% Moisturising / Hydrating Botanical/H erbal Leave-In Brightening / Illuminating Ethical - Animal Organic Friendly Package Damaged HairTime/Speed Ethnic Hair Treatment Claims Strong influence of natural and moisturizing claims in ethnic hair treatments Sources: Mintel
- 7. 7 Conditioners Evolve, Regular Shampoos Slip Source: Mintel Regular shampoo usage dips slightly 85% of respondents in the US indicate using shampoo (January 2016) C a small fall on the 89% in 2015 C arguably linked to consumers washing hair less frequently. Overall usage of regular conditioner stands at a steady 63% of US consumers (January 2016) C rising to 76% of women and falling to 48% of men. 17% of US respondents indicated using cleansing conditioners which provide a gentler wash; men are as likely as women to report usage (16% vs. 18%); and men who use hair care products are also more likely than women to say that they occasionally replace their shampoo with a conditioner (18% vs. 12%).
- 8. 8 Opportunities in Multi-Cultural Beauty ? Cultural shift in beauty ideals ? Embracing cultural identity ? Large, mixed race population in NA ? Opportunity to extend product development beyond ethnicity to cater to common needs among broader consumer groups ? This opens up the opportunity for specialty brands to move to mass channels with products effective for curly, wavy and generally unruly hair Ethnic hair Curly hair Hispanic Caucasian Pacific islander Multicultural market
- 9. 9 Exciting Companies for Inspiration A collection of handmade hair and skin products ? Whether providing natural or handmade products, these three brands provide consumers with innovated and intriguing products to satisfy an entire hair care regimen
- 10. 10 Source: naturallycurly.com, Evonik Research Curl Pattern Shows the amount of wave or curl in the hair Well-defined, springy, copious curls from bouncy ringlets to tight corkscrews Needs Porosity Ability to absorb and hold moisture by how tightly the cuticle scales adhere to the surface of the hair shaft High: The curlier the hair, the more areas of discontinuity in the cuticle layer. Coily has fewer cuticle layers, less protection from the damage inflicted by combing, brushing, curling, blow- drying and straightening Frizz reduction, deep moisturizing, conditioning during the washing process to help restore the hair to a more manageable porosity level Tight curls, kinky, or very tightly curled Density How closely individual strands of hair are packed together on the scalp. Determines hair volume Higher for Coily hair. Lots of strands densely packed together. Hair is voluminous Curly with medium density: Enhance the hairs texture and play up volume Coily with high density: Hold the curls and reduce volume Sebum Sebum migration to the hair shaft is very low and not evenly distributed due to the large diameter and tight curvature along the hair fibers Remove excess oils without stripping hair of its natural oils and sebum. Nurture the dry scalp Growth Slow growing, at less than 0.9 cm a month Nourishing Curly CoilyManaging Hair Textures
- 11. 11 Formulate products that meet consumers natural hair care regimens! Maintain and beautify natural curls Sulfate-Free With moisturizing properties 1. Shampoo Every 5-7 days Use of conditioner instead of shampoo to clean the hair. Opportunity for Cleansing Conditioners! 2. Co-wash for dry hair Replenishing masks, oils, creams, scalp care balms 3. Deep Conditioning Twice a month Detanglers, sprays, creams 4. Leave-in Conditioner After every wash Sprays for curl definition/shine, moisturizing gels, hair polish and freeze control serums, heat protectants, curl friendly foams, moisturizing balms 5. Styling
- 12. 12 Naturalista Growing, but Straighter Styles Remain in Demand Formulate products to restore and nourish treated hair Lightweight naturally-derived oils, repair tonics 1. Day Care Lightweight moisturizer 2. Night Care Pre-shampoo treatment, shampoo or cleansing conditioner and deep conditioning treatment 3. Weekly Serum to protect the hair from heat Sheen-moisture and/or styling sprays with natural oils and/or silicones Scalp massage treatment Treatment/Styling hybrid products 4. Styling & Nutritional Support
- 13. 13 To Build Unwavering Customer Loyalty We accomplish through: Developing long-term customer and supplier relationships by providing innovative solutions to meet the formulating and production needs of our customers. Employing a leading team of technical sales people, supported by an exceptional service organization. Demonstrating the highest level of integrity in every transaction to the mutual benefit of our customers, suppliers and employees. Mission Statement
- 14. Creating value, growing together glenncorp.com 300 Jefferson Blvd. Warwick, RI 02888 (p): (888) 453 6267
Editor's Notes
- #9: Altering the hair appearance to fit with white beauty ideals resulted in high demand for straightening products in recent years movements have arisen to empower women by encouraging them to embrace their cultural identity Its about seeing past ethnicity to tap into a multicultural market to reach new customers with similar hair needs who are often willing to spend more on products that address them effectively