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Article: Ethnic hair care: moving south of the border: with a focus on Hispanics and natural ingredients, ethnic hair care marketers hope to revive sales.
- Article from:
- Household & Personal Products Industry
- Article date:
- April 1, 2003
- Author:
CopyrightCOPYRIGHT 2003 Rodman Publications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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AS ANY GENETICIST can tell you, human beings are more than 99.9% alike, but in that fraction of a percent, vast differences can be found between ethnic groups, such as susceptibility to certain diseases, skin color and hair texture. And, as a result of these differences, personal care companies have created a thriving ethnic hair care market. In fact, Procter & Gamble entered this market this year with Pantene Relaxed & Natural and the acquisition of Wella, which owns Johnson Products. Women of African descent have different hair care needs from the rest of the population with easily damaged, curly and frizzy hair.
Sales, however, in the $166 million ...