Procter And Gamble Launches Black Hair Care Line Designed By African-American Researchers
BY SUSAN JOHNES
Hair is an important aspect of Black female culture. Therefore, it is unsurprising that we potentially spend much money on our hair.
Market research firm Mintel estimated the size of the 2012 Black hair care market at $684 million, with a projection of $761 million by 2017.
What’s missing from these figures are general market brands, weaves, extensions, wigs, independent beauty supply stores, distributors, e-commerce, styling tools, and appliances.
You may have seen the billboards around town after Procter and Gamble releasing a new hair care line designed by African-American researchers for African-American women.
The Cincinnati-based company began the project with an email amongst researchers, asking what if they got into black hair care.
An analytical chemist at Procter and Gamble, Ian Henry, said there was a real opportunity in that aspect. Therefore, out of recognition of that, they came together and organized the project.
The Pantene Gold Series is now eight new products entering a competitive $2 billion black hair care market.
Rukeyser Thompson, head of hair care research and development at Procter and Gamble said they started with a lot and did a lot of iterations, just eliminating products out of it.
Approximately 400 people contributed to the launch of the new product line, including a beauty salon in Sharonville as a laboratory.
Thompson said they had to establish a salon that was not just a salon like you going to get your hair done, but where they had technical methods. Additional products are still in development at Procter and Gamble.
African-American women are still spending a lot of money on their hair. Black hair care has seen steady growth. Wigs and weaves may still be a part of Black hair culture because hair versatility is intrinsic to the culture. Many Black women change their hairstyles frequently, no matter the texture.
Fake hair allows for an even larger pool of hairstyle options and when used correctly, can give one’s real hair a break from manipulation and hence mitigate breakage.
The marketplace changes have seen increased competition, shifting consumer tastes and a consumer segment that has galvanized online niche media networks, helping big and small brands navigate and stand out in the market. It has also properly connected with Black women.
The natural hair movement is the source of many of the potentially significant changes occurring in the market.
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