Texturemedia Inc., a social platform that engages with the multicultural community on hair care, is releasing its fourth annual report, Texture Trends. While not available to the public, TMI pulls insights from the survey to address individual client business needs.
“[This survey] compiles insights by hair category, product type, purchasing behavior, drivers, trends, attitudes and retailer utilization,” said Crista Bailey, chief executive officer of Texturemedia Inc.
For the project, Texturemedia surveyed 6,000 people via Naturallycurly.com and Curlynikki.com on topics ranging from fighting frizz to product ingredients.
“We don’t segment by ethnicity,” said Bailey. “Texturemedia talks in terms of texture type and concerns. We [also] cover topics at highly granular levels like sampling efficacy and specific ingredients being shunned or sought.”
Some key findings from the report include that the majority of consumers with textured hair have two or more texture types and focusing on form rather than ethnicity could be a better way to target customers.
To that end, 79 percent of consumers with wavy hair are Caucasian/white, 23 percent of people with curly hair are Hispanic/Latino and 90 percent with coily hair are African American.
Furthermore, wavy and curly haired consumers find frizz to be their key issue, while coily locked clients have problems with moisture retention.
“Without a doubt, there is no clear leader owning this consumer and there is no one retailer,” said Bailey. “We witness small steps and efforts in that direction, but see no big, brave moves by larger brands and retailers [to accommodate the multicultural client in hair care].”
According to the report, ingredients play less of a role in product trial for consumers with wavy strands.
The survey also noted some of the top brand mentions and where they are likely being purchased. For straight and wavy hair, Texture Trends claimed that the best brands include Pantene, Garnier, Suave and TRESemmé. Those shoppers head to Wal-Mart and CVS/Pharmacy. Devacurl is most popular among curly haired customers; its products are often purchased at Ulta and Amazon.com. Shea Moisture, which is mostly used on coily hair, is bought at Target and Walgreens.
“Getting more insight into all the various “pain” points of our consumer then helps us create more meaningful products that not only deliver functional benefits, but also fit into their overall lifestyle needs,” said Richard Dantas, ceo of Carol’s Daughter.
Additionally, curly consumers are more likely to purchase products with “curl” in the name while those with coily hair are more likely to respond to “natural” in the product name.
Meanwhile, the report found that 92 percent of consumers have transitioned to wearing their hair in its natural state.
Bailey added, “[The multicultural hair market] leads to loads of opportunity and an area where we can significantly help any brand interested in a deeper, more personal relationship with this woman.”