Black hair care product manufacturers expand lines
Hair care products for ethnic markets
Author: Molly Prior
Braided, curly, long and pressed, completely natural and cropped black hair, these days anything goes. Today's women of color have more hair styling options than ever before. Of course, frequently updated looks require women to stock up on hair care products that maintain styles and condition overstressed locks.
Over the last few years, manufacturers of black hair products for the mass
channel, taking cues from professional brands, have steadily expanded their
lines beyond chemical treatments to offer consumers a complete system. Often
a relaxer is a brand's first handshake with a customer. By offering everyday
styling products, such as spritzers, sheens and wrap lotions, black hair care
manufacturers can build a loyal following.
However, the flood of new styling products, coupled with a finite space for
ethnic sets in the drug channel, make it more difficult for category managers
to decide what to put on the shelves.
"Most retailers are keeping the size of their planograms the same, but
increasing the mix," said Vincent Durante, president of Imperial Dax Co.,
which manufacturers and distributes black hair care products. He also noted
that retailers that rely on distributors are pushing them to diversify the ethnic
set, as well.
Retail consultant Roslyn Chapman of The Chapman Edge said drug stores have made
strides in offering their ethnic customers more current assortments. "Options
have always been there," said Chapman. The categories offered 25 years
ago-which consisted of chemicals, hair dressings, styling and hair color-when
retailers first began putting ethnic planograms together are the same as today.
However, certain segments, namely styling and hair color, are exploding with
growth, said Chapman.
While overall drug store sales of black hair care products dipped 1.9 percent
to $100.6 million in the 52-week period ended Aug. 18, the styling segment enjoyed
a healthy 8 percent sales growth, according to Information Resources Inc. Chapman
recommends to retailers that styling account for 20 percent of the ethnic set,
outpaced only by hair dress at 25 percent.
Stellar growth in the styling segment has attracted general market brands such
as John Frieda to the ethnic space. In fact, this fall marks the one-year anniversary
of the launch of John Frieda's FrizzEase Relax-a line of styling products designed
for the specific needs of chemically relaxed hair. Relax, inspired by the original
Frizz-Ease, seeks to give women of color a variety of styling options without
having to rely on heavy, greasy products.
Pro-Line International, a longtime black hair care brand, has breathed new
life into its TCB line, Taking Care of Beauty, with vibrant new packaging, an
updated logo and product names such as Balancing Creme conditioner and Energizing
shampoo, to appeal to women on the go. TCB has also the first ever No Lye/No
Mix One-Application Relaxer Kit, available in two strengths.
"We targeted women as heads of households and working women whose active
life includes exercise daily," said Renee Cottrell Brown, executive vice
president for Pro-Line. "We've capitalized on their mindset-that their
busy lives deserve uncomplicated, useful product."
Other Pages
Expansion of black Hair lines(part1)
Expansion
of black Hair lines(part2)
