perfume your world€¦ · • black consumers report above-average use of styling gel, cream, or...
Post on 10-Jun-2020
0 Views
Preview:
TRANSCRIPT
Trend Watch
ETHNIC HAIR CARE
MAY 2019
∙ Perfume your world ∙
1
Hair is by far the most important element of ethnic women’s image.
African/Black American women’s spending on hair is an important part of their beauty
budget. Today, Ethnic and Caucasian hair care markets exist in parallel with separate
salons, distribution, structure, and brands. Only by taking a deeper look into the
ethnic segment can we reveal more about this underexplored and
growing segment of beauty.
AT A GLANCE…
2
TABLE OF CONTENTS
F R A G R A N C E C O L L E C T I O N
31M A R K E T
O V E R V I E WT R E N D S
2
3
MARKET OVERVIEW
1 w h a t t o k n o w
c a t e g o r y o v e r v i e w
b r a n d s
f a c t s & f i g u r e s
c o n s u m e r i n s i g h t
p r o d u c t s h o w c a s e
4
Facts to consider…
MARKET OVERVIEW - what to know
An estimated
of the U.S. population has textured hair, which
includes those with curly, coily or wavy hair
Source: GCI Magazine
Textured-haired consumers spend considerably more
than their straight-haired (naturally straight & those with
chemically relaxed hair) counterparts—an average of
$205 a year, versus $130 a year
Source: 2018 TextureTrends Report
More than
80% of women with curly and
coily hair say they purchase products specifically for textured hair rather than general market products
Source: 2018 TextureTrends Report
Less than
20% of the hair care shelf
space at most food, drug & mass retailers is
dedicated to products for texture
Source: 2018 TextureTrends Report
African Americans have cornered the ethnic hair & beauty market, ringing up
of the $63 million total industry spend in 2017
Source: Nielsen Insights
$54 million 65%
5
MARKET OVERVIEW - category overview
Market Size for Hair Care(Current Year & Forecast Projection, North America)
Source: Mintel, Market Sizes for Hair Colorants, Hair Styling Agents, Shampoo & Conditioners
• In the last 3 years the market has been stable in market value, but forecasts are projected to increaseat a slow but steady rate.
$10.51$10.61
$10.79
$10.97
$11.17
$11.38
$11.60
$9.80
$10.00
$10.20
$10.40
$10.60
$10.80
$11.00
$11.20
$11.40
$11.60
$11.80
2016 2017 2018 2019 2020 2021 2022
Valu
e (b
n U
SD)
*1,514 *2,185 *1,942
* # of launches
6
Key Brands for Ethnic Hair
MARKET OVERVIEW - brands
7
• Black consumers report above-average use of styling gel, cream, or lotion. These products are known to help with hold & work to tame flyaways & frizz.
• They may also use these products to extend the wear of a hairstyle such as braids or locs. Hair oil is especially important to this group, as their hair texture typically requires more moisture & hydration.
MARKET OVERVIEW - facts & figures
Mintel: Shampoo, Conditioner & Hairstyling Products - US - April 2018 - Product Usage
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
White Black Asian
Regular shampoo
Regular conditioner
Hairspray
Styling gel, cream, or lotion
Leave-in conditioner
Hair oil
Base: 2,000 internet users aged 18+ who use haircare products
Top Formats & Textures for Hair Care(Hair Product Usage by Race, North America, 2018)
8
MARKET OVERVIEW - consumer insight
Hair Characteristics
ASIANStraight to wavy hair
Round to slightly oval-shaped follicles.
CAUCASIAN Straight to curly hair
Oval-shaped follicles.
AFRO Curly to coiled hair
Oval to elliptical follicles.
While no two heads of hair are the same, there are three main classifications of hair type based on race – Asian hair, Afro hair & Caucasian hair (which can also be referred to as European hair).
• The shape of the follicle is what determines the hair’s shape. Asian hair grows from a round hair follicle, while Afro hair sprouts from an oval one, & Caucasian hair follicles vary. Being a dead material, the hair subsequently keeps this original shape – Asian hair is usually bone straight, Afro grows in a spiral like fashion, & Caucasian hair can be anything in between.
Source: The Belgravia Centre
9
Top Product Claims for Ethnic Haircare
Source: Mintel: Shampoo, Conditioner & Hairstyling Products - US - April 2018
• Moisturizing claims & damage repair are key drivers for Black consumers, who use conditioning products to address hair challenges.
• Mainstream brands looking to appeal to consumers need to make sure their products call out moisture & damage repair claims, as these are key concerns for various groups.
“Which of these benefits or claims are most important to you when purchasing haircare products?”
Base: 1,922 internet users aged 18+ who use haircare products
MARKET OVERVIEW - consumer insight
For My Hair TypeConsumers have a variety of hair types & the one-size-fits-all approach with multi-benefit products may not work for all haircare consumers.
Repairs & Prevents DamageGenerally, damage concerns & hydration benefits go hand-in-hand as both work to give the consumer the appearance of healthy hair.
MoisturizingDry, damaged hair & constant manipulation from styling can prevent hair growth & moisture-loss.
NATURAL opportunity!
10
1. VEGAN HAIR CARECurls just launched its first vegan haircare collection withall-natural ingredients like green tea, sea kelp, andavocado.
CURLSGreen Tea Hair Rinse 1
7. MULTI-USE FUNCTIONALITYA fast absorbing concentrate made up of 5 incredible oilsoffering hydration, protection and moisture to revive drylackluster hair.
BRIOGEOCurl Charisma2
HAIRFINITYHealthy Vitamins6
2. POTENT RECIPES FOR HAIRCurl Charisma is a thick, rich, and creamy moisturizingstyler that harnesses the conditioning benefits of flaxseedoil and shea butter and the nurturing power of chia seedand rice amino acids.
7 BOUCLÈME Revive 5 Hair Oil Active
PANTENEPro-V Gold Series Moisture
Boost Shampoo
3
MARKET OVERVIEW - product showcase
6. POWERED BY SCIENCEHairfinity vitamins are a unique combination of mineralsand exclusive CAPILSANA® Complex which nourisheshair from within, for longer and stronger results.
3. 15 YEARS IN THE MAKINGPantene’s Gold Series Collection contains the latestbreakthrough technology, Pro-V nutrient blends, andpremium ingredients to provide a better user experience.
SLIPSilk Pillowcase5
5. BEAUTY SLEEP… FOR YOUR HAIR?A luxurious, hypoallergenic sham that protects your hair
from the creases and tugs caused by standard cotton,reducing split ends and ensuring a night of restorativebeauty sleep.
4. SHEET HAIR MASKA hair sleeping mask designed to be applied to dry hair,acting overnight for better results.
SEPHORA COLLECTION
Hair Sleeping Mask4
11
TRENDS
2 t r e n d i n g n o w
f r a g r a n c e
S o z i o a n a l y s i s
12
TRENDS - trending now
HEMP OFFERINGS IN HAIR CARE
Ingredient Trends
The buzz is building about cannabidiol or CBD, extracted fromthe cannabis sativa plant. It’s being added to a slew of beautyand skincare products. Now, salons can offer the benefits ofCBD for their haircare clients with the launch of EMERA CBDHaircare from Earthly Body.
It harnesses the benefits of 100% organic cannabidiol (CBD) oilfrom sustainable, harvested non-GMO industrial hemp plant.The CBD hemp-oil-infused hair care products worksynergistically with the body’s endocannabinoid system todeliver maximum moisture retention, improve the appearanceof fuller, thicker hair, and promote healthy hair and scalp.
PROFESSIONAL HAIR CARE POWERED BY CBD
Hair products infused with hemp are on the rise,with nearly one quarter of consumers claimingto have used or be interested in using hairproducts with hemp. While hemp haircareproducts are still new to the market, there existsa wide range of products curated for all hairtypes.
SHEA MOISTURE Mongongo & Hemp Seed Oils
Moisture Seal Collection
AGADIR INTERNATIONALHemp & Red Wine Collection
13
In August 2018, P&G haircare brand, Head &Shoulders, launched its Royal Oils line createdby Black chemists for Black women. The RoyalOils collection expands Head & Shoulders’brand promise of dandruff free hair by focusingon scalp relief from excessive dryness toultimately have moisturized, healthy hair fromroot to tip.
TRENDS - trending now
P&G EXPANDS OFFERINGS TO AFRICAN-AMERICANS
Personalization & Inclusivity
The FORM Collection will help make hair care simpler, by offeringproducts specifically designed for individual hair needs. For women ofall hair textures, the FORM Collection is personal, versatile andminimizes guesswork.
FORM’s differentiated, personal approach starts with taking a shortonline FORM Consultation, where women are matched with a FORMRegimen that specifically addresses their individual needs. Eachperson who takes the FORM Consultation is delivered customizedproduct combinations and usage instructions for a personal hair careexperience.
A PERSONAL APPROACH TO HAIR CAREProducts created for a
specific hair type resonate with roughly
33% of US consumers
Source: Mintel
14
TRENDS - trending now
This emerging cultural shift is challenging the association ofnappy hair with the ugliness that has been deeply ingrainedin many mixed-race cultures, especially within the UnitedStates. This has led more women to give up the artificially-imposed mandate that hair has to be straight to be beautiful.
This new enthusiasm for natural hair comes at the same timeas a major rise in organic products for hair care. It’s becomecommon knowledge that hair relaxers cause seriousdamage, including itching, inflammation, broken hairs, burns,and even hair loss.
Source: Curlcentric
In January 2019, Unilever launched SuaveProfessional for Natural Hair product line infusedwith shea butter and coconut oil to providemoisture, prevent frizz & breakage and repairdamage. Suave enlisted 5,000 women to gaugetheir attitudes and perceptions to create theirNatural Hair product line.
UNILEVER LAUNCHES LINE SPECIFICALLY FOR NATURAL HAIR
Natural Hair Movement
Sales have declined
2.3% during the past two
years due to a
22.7% fall in at-home relaxer
sales.
Source: Mintel
15
Natural Hair Movement: CurlFest
A CELEBRATION OF NATURAL HAIR & BEAUTY
CurlFest is a powerful way for women to embrace their natural beauty in a society that often tells women & girls that curly hair is somehow less
than desirable.
The idea for the Curly Girl Collective was born about seven years ago, when a couple of women started an email chain to swap their natural hair care tips.
When they finally all met in person, it was a revelation.
The Curly Girl Collective launched CurlFest in 2014, & the festival’s popularity has been growing
exponentially since then. Just under 1,000 people came the first year & by last year, more than 20,000
people flooded Prospect Park in Brooklyn for the annual celebration.
Save the Date: CurlFest 2019 will be held on Saturday, July 27, 2019
TRENDS - trending now
16
Green/Herbal/Woody51%
Gourmand/Edible
26%
Fantasy10%
Floral9%
Fruity4%
Green/Herbal/Woody Gourmand/Edible Fantasy Floral Fruity
Top 5 Fragrance Groups for Ethnic Hair Care(% by Variants, North America, 2016-2018)
• Green/Herbal/Woody scents run the spectrum from “light and refreshing” to “lively and invigorating”. Green and Herbal hair care ingredients like tea tree and peppermint are popular due to their amazing functional and therapeutic properties both for hair and scalp.
• Gourmand/Edible scents include common ingredients like shea, coconut, vanilla, and almond. These ingredients resonate well in consumers mind as they’re viewed as being more natural.
Source: Mintel, GNPD
TRENDS - fragrance
0 20 40 60 80 100
2016
2017
2018
Units
17
Fragrance Callouts for Ethnic Hair Care(% by Variants, North America, 2016-2018)
COCONUTAside from making a great moisturizer for hair and scalp, coconut oil has been used as a natural remedy to combat frizz, get rid of dandruff, remove and prevent lice, and promote hair growth.
OLIVEOlive oil is a natural powerhouse when it comes to hair. It is naturally packed with anti-aging antioxidants and hydrating squalene, making it great for restoring health and luster.
ARGANVitamin E is extremely beneficial for hair, and is found in argan oil in high quantities. Vitamin E promotes healthy hair growth as it contains antioxidants, which help boost cells and encourage them to produce healthy hair.
SHEA BUTTERShea butter has been used for centuries to sooth dry itchy scalp and dandruff. It’s also a great source to provide moisture for dry or damaged hair because of its emolliating qualities.
ALOE/ALOE VERAAloe vera effectively cleanses hair follicles, removing oil and residue. It does not harm hair while cleaning. Unlike other chemicals in hair products, it’s gentle and preserves the integrity of hair.
TRENDS - fragrance
Top 5 Scents Unique & Notable Mentions
Source: Mintel, GNPD
MORINGAMoringa restores elasticity and the ability to retain moisture, therefore its an excellent natural hair conditioner. Moringa promotes faster hair growth naturally due to its richness in vitamins and minerals.
SUNFLOWERA number of characteristics make sunflower oil beneficial for hair. The linoleic acid it contains assists with slowing hair loss. The menthol assists with dandruff control while its antibacterial properties help keep the scalp microbial free.
BIRCHOne of the less well-known uses of birch essential oil is that it can facilitate the growth of healthier hair. Birch essential oil makes your hair stronger and fuller. It also prevents your hair from getting too dry or brittle.
18
GR
EE
N
FLO
RA
L
GO
UR
MA
ND
FR
UIT
Y
TRENDS - Sozio analysis
19
FRAGRANCECOLLECTION
3 c l e a n s e
m o i s t u r i z e
r e c o n s t r u c t
20
Ingredients that remove impurities without stripping away essential moisture.
CLEANSE
BIOSSANCESqualane + Tea Tree
Cleansing Gel
BRIOGEOGinseng + Biotin
Volumizing Shampoo
KLORANEShampoo
with Ylang-Ylang
21
FRAGRANCE COLLECTION - cleanse
TopBergamot,
Bitter Orange, Tea Tree
MiddleClove Leaf,
Geranium Blossom
BaseBenzoin, Vetiver, Cashmere Woods
Benefits: Tea Tree Oil: Encourages hair growth
by helping to unclog hair follicles and nourish the roots
GREEN RUSH
SILKEN UP
TONIC GLOW
TopHerbal,
Citrus Medley
MiddleGreen Florals,
Honeyed Rose, Ginger
BaseBalsamic, Amber Musk,
Vanilla Absolute, Silky Woods
Benefits: Ginger: Has natural antiseptic and
anti-inflammatory properties that can help soothe scalp conditions
TopEucalyptus,
Citron, Sweet Basil
MiddleYlang Ylang,
Cinnamon Leaf, Carnation
BasePatchouli,
Black Vanilla, Spiced Woods
Benefits: Ylang Ylang: Can be used to clean
and unclog the scalp due to its antimicrobial properties
22
MOISTURIZEA key aspect to sealing in water is to use nourishing ingredients
that will retain hydration and boost moisture.
HAIR FOODAlmond & Lotus
Repair Conditioner
CAROL’S DAUGHTERHair Milk
Leave-In Moisturizer
NOT YOUR MOTHER’SMatcha Green Tea & Apple Blossom
Nutrient Rich Butter Masque
23
FRAGRANCE COLLECTION - moisturize
TopAnjou Pear,White Peach
MiddleDewy Jasmine,
Almond Blossom
BaseRosewood,
Agarwood, Sugared Amber
Benefits: Oatmeal: Contains vitamin B and penetrates the hair which
allows moisture retention
MIRACLE MILK
MOISTURE ELIXIR
HYDRA-CURE
TopZesty Grapefruit,
Lemon, Tea Leaves
MiddleSpicy, Powdery Floral,
Green Wheat, Cedar Leaf
BaseSandalwood, Patchouli,
Amber, Vanilla Sugar, Musks
Benefits: Tea Leaves: Rich in polyphenols,
vitamin C and E, which ensure shiny and soft hair
TopYuzu, Peach, Lemon Zest
MiddleGardenia,
Almond Blossom
BaseTonka Bean,
Honey Musk, Coconut Milk
Benefits: Almond: Due to its nourishing properties
and high levels of vitamin E, almond provides immense hydration
24
Restore hair back to its healthy state by feeding it what it needs. Inspired by the wonders of nutrient-rich ingredients & the packed vitamins they contain.
RECONSTRUCT
GARNIERSmoothing Oil with
Coconut Oil & Cocoa Butter
BRIOGEOBanana + Coconut
Superfood Conditioner
MAUIMoisture Smooth & Repair
Vanilla Bean Hair Butter
25
FRAGRANCE COLLECTION - reconstruct
TopApricot,
Orange Zest, Anise
MiddleHeliotrope,
Coco Water, Jasmine Petals
BaseAtlas Cedar,
Sandalwood, Vanilla Musk
Benefits: Coconut: Prevents hair breakage
and split ends, contributing to hair length
SECRETREMEDY
SUBLIME REPAIR
NANACUSTARD
TopBergamot,
Lemon Peel
MiddleOrchid,
Neroli, Magnolia Blossom
BaseBourbon Vanilla,
Tonka, White Musk
Benefits: Vanilla: Enhances blood flow that
improves hair growth
TopBanana Leaf,
Nectarine, Honeycrisp
MiddleTropical Hibiscus,Thai Coconut Milk
BaseCreamy Musk,
Vanilla Bean, Sugared Tonka
Benefits: Banana: Have amino acids that help
protect hair from environmental damage & citric acid that makes hair shiny
Latin & North AmericaSozio Inc
51 Ethel Road West Piscataway, NJ 08854 USAPhone: (+1) 732 572 5600
Fax: (+1) 732 572 0944
AsiaJ&E Sozio Asia Ltd
Unit C6, 15/F, TML TowerNo.3 Hoi Shing Road - Tsuen Wan, N.T.
Hong KongPhone: (852) 2111 0842
Fax: (852) 2111 0942
Europe, Africa and Middle East
Sozio SAS
6, Rue Barbès - CS8005092532 Levallois-Paris cedex - France
Phone: +33 (0) 1 81 93 00 60Fax: + 33 (0) 1 81 93 00 98
∙ Perfume your world ∙
www.jesozio.com
top related