|
|
Article: A world of texture: new sources of innovation spark the ethnic hair care market.
- Article from:
- Household & Personal Products Industry
- Article date:
- April 1, 2008
- Author:
CopyrightCOPYRIGHT 2008 Rodman Publishing. 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)
|
[ILLUSTRATION OMITTED]
HOW DO YOU QUALIFY the word "ethnic" as it pertains to hair care? Does it address particular textures, such as curly, kinky, wavy, relaxed and/or dry? Can it apply to certain styles, like braids, dreadlocks or twists? Would the brand marketing target a select demographic that prefers specific ingredients?
The answer is all of the above.
"Ethnic hair care products are specifically designed to be effective for a smaller subset of consumers (mostly African-Americans) that have unique hair care needs or desires. They are not mass marketed or of interest to the universal population, so by definition, this is a niche market," ...