Despite a move towards better inclusivity, consumers on the type 4 spectrum still remain overlooked and struggle to find products that work for their hair and specific hair-related health conditions. The report is an in-depth, data-driven analysis of diverse hair textures, featuring cultural context and terminology, as well as personal haircare concerns, routines and values. It aims to generate better, now expected and culturally relevant solutions and explores how brands can drive innovation in the textured hair space via first-hand insight and experiences.
“There’s never data to support what we need, how we shop, what we do and what our practices are,” said Tracee Ellis Ross, founder and CEO of Pattern Beauty (US). “Folded into that is unconscious bias against a vast community of people who are often invisible. Data will help support and give actual information and knowledge of who we are.”
With social conversations by consumers with type 4 hair growing at 62% year-on-year (that’s eight times more than all other textures), the rift that exists between current market solutions and existing concerns is more prominent than ever. Brands, marketers and product developers should use the report to gain insight into the nuanced needs of these consumers, understand their pain points, product usage and preferences and acquire unique growth opportunities.
For more on how brands are better catering for textured hair, see The Brief.