The hair care segment has lost some of its luster. However, manufacturers of ethnic hair care products have been working feverishly to bring greater innovation to the market.
According to SymphonyIRI Group, sales of hair styling gel/mousse slipped about 1.5% during the 12 weeks ended July 8 at food, drug and mass (excluding Walmart). During the same period, sales of women’s hair coloring dropped 4.6%, and hair relaxer kits were down 12.5%. The double-digit drop in hair relaxer kits comes as little surprise as many ethnic beauty shoppers are choosing to go natural.
Given that many ethnic consumers are turning away from relaxers in favor of natural hair, manufacturers have been working to bring to market products that will help them achieve their desired style. Some products have multiple uses, which not only makes them attractive to women with either natural or relaxed hair, but also provides a value add and economic benefit.
Earlier this year, ethnic hair care brand SoftSheen-Carson expanded its Optimum Salon Haircare collection with a new versatile product boasting a combination of botanical oils with multiple uses and benefits. The new Optimum Salon Haircare 6-in-1 Miracle Oil, which has a suggested retail price of $8.99, is 99% naturally derived and free of silicones, mineral oil and parabens. This lightweight hair oil improves hair’s elasticity and manageability, locking out humidity for frizz control. The Miracle Oil can be used as a hot treatment, daily leave-in conditioner, moisturizing scalp oil, heat protector, frizz controller and dry skin hydrator.
Meanwhile, Helen of Troy has teamed up with four-time world champion boxer Laila Ali to develop a new line of styling tools, such as dryers, straightening irons and curling irons, for multicultural hair.
The article above is part of the DSN Category Review Series. For the complete Hair Care Sell-Through Report, including extensive charts, data and more analysis, click here.