ETHNIC HAIR CARE AND SKIN CARE COMPANIES ARE HAVING SUCCESS AT EVERY LEVEL—
FROM NOVEL MARKETING CAMPAIGNS TO INNOVATIVE BEAUTY FORMULATIONS.
BOTH ETHNIC HAIR and skin care are hot topics in the beauty industry today for a variety of reasons. According to tonya roberts, multicultural analyst at Mintel, Black consumers,
historically, are not necessarily looking for the fountain of youth.
“they tend to embrace aging more so than other consumers,”
she explained.“those who use anti-aging products are motivated
by different factors. In most cases, Blacks aren’t typically proactive
when it comes to anti-aging, rather they are very reactionary.”
But it’s a different story in hair care.
“the movement toward natural hair, whether natural hair
weave or all-natural styles, is making Blacks a lot more conscious
about ingredients,” she said. “they are looking to restore dam-
aged hair and make it healthy—and they’re looking for results.”
the multicultural beauty products market continues to out-
pace the growth of the overall market for cosmetics and toiletries,
posting a 3.7% increase in 2014, according to global consulting
and research firm Kline & Company, as rapidly growing ethnic
populations have given way to intensified competition and mul-
ticultural beauty marketers breaking boundaries.
“this widening approach helps move multicultural brands
beyond the ethnic section of the beauty aisle to sit side-by-side
with nationally advertised brands,” said Donna Barson, senior as-
sociate at Kline’s Consumer Products practice.“However, this au-
dience expansion needs to be done without alienating long-time
consumers who might feel deserted if they feel like their brand no
longer speaks exclusively to them.”
recent data from Information resources Inc. (IrI) shows
that ethnic personal care is on the rise, as sales increased 4.3%
to $639.4 million in total us multi-outlets (supermarkets, drug-
stores, mass market retailers, military commissaries and select
Melissa Meisel • Associate Editor
Nuance Salma Hayek, a premium beauty
line founded by the actress exclusive to
CVS/pharmacy, is expanding this season.
Photo courtesy: Hasse Nielsen for CVS/