COSMOPROF INTERNATIONAL TRADE SHOW,
JULY 13-15, 2013, LAS VEGAS, NEVADA
A first of its kind on the
international platform of Cosmoprof – a candid round-table with and about the
multicultural players and the state of the industry. The multicultural market
is very nuanced and segmented with many stereotypes being used as part of
marketing campaigns but is this segmentation still relevant and / or necessary
in today’s landscape where African-Americans make-up 14% and Latinos are 25% of
the total US population. There is lots of attention put on the black hair
industry; while the rest of the economy was sagging, black hair care achieved
sales of $9 billion a year. This session is of particular interest to the
retailers catering to this market segment especially the OTC community.
Speakers:
Lafayette Jones | Urban Call
Communications | Publisher
Gerri Duncan Jones | AHBAI (American
Health and Beauty Aids Institute) | Executive Director
Sam Ennon | BOBSA (Black Owned Beauty
Supply Association) | President
Moderator: Manyesha Batist |Beauty
Store Business Magazine| Associate Editor
Panel Discussion: The future impact
of multiculturalism on the hair care industry
Q-1: What are some
misconceptions about black hair to bring clarity to help the industry’s
understanding of the African-American market?
A-1: There is a need to look at the whole industry. Hair
care is only one aspect and the market is much broader in terms of the
potential dollars. There is a need to include skin care and fragrances as well
when talking about the African-American hair industry.
Q-2: How big is
the African-American hair industry?
A-2: The market is
large and getting larger once all the other aspects of the African-American
industry are taken into consideration.
Q-3: What does the
term multicultural mean?
A-3: It means diversity of race, hair, textures, styles,
etc. It also includes generational descriptional trends. We have differing
aspects of the African-American hair industry that impact young to old customers
as well as hair styles that project a wide range of needs and trends.
Q-4: What are some
aspects of historical value that the beauty industry needs to understand about
the African-American hair industry?
A-4: There needs to be clarity about how times change the
market and the impact of politics on styles and trends. The start of our
industry dates back to Madame C. J. Walker, who was the first African-American
millionaire. That might have been a time you could categorize all
African-Americans in the same way. That is not true anymore and our communities
demand to be viewed in a more diverse way.
Q-5: Are there
areas in the African-American hair industry that are stifled?
A-5: Yes. Some of the areas are thinning hair, baldness,
older brand-loyal consumers, and skin care.
Q-6: How does
technology encourage brand loyalty?
A-6: Social media has changed the face of marketing and
the speed of distribution. No longer does a customer have to wonder how she
will look with a different style or color. The technology exists that will
allow customers to do a virtual change that shows how they would look with a
different style or color. Social media gets the new trends and changes out
there to a large audience of all sizes, shapes and consumer needs.
Q-7: How should
businesses use technology to appeal to the younger generation?
A-7: Technology is not a replacement for common sense and
must be used alongside traditional means. This is necessary because you don’t
want to offend the large diverse customer base. As people are living longer
there is a need for respect their loyalty to brand products. Social media only
works if one is used to it. Otherwise, you need to maintain options for
customers who are not usual users of technology.
Q-8: What are the
characteristics of the current young culture and how should we appeal to this
market?
A-8: Those in the business must be very flexible with the
rate at which the young market customers change their appearance with hair,
colors, styles, and textures. They are not loyal to brands that are
manufactured by African-Americans. They will be loyal to a brand because it
works for their texture of hair. Youth are not too concerned with who makes a
product. They will buy and continue to buy a product that works for their particular
hair texture. The trends followed by the youth are heavily influenced by
celebrities and athletes.
Q-9: What are some
generational differences among African-American consumers?
A-9: Some differences are that the older generation
consumer is more brand loyal, today’s young consumer likes to be communicated
with and to, and the younger generation switches brands more often.
Q-10: How should
brands handle the market loyalty issue?
A-10: It’s all about hair texture! Some consumers want
products by black manufacturers but these consumers are found in small pockets
and it is not as widespread as it used to be. The AABAH lady used to symbolize
that the product was made by a black manufacturer. Not necessarily true anymore
because a lot of the large black manufacturers have sold their businesses to
white manufacturers. The reason is that banks would not lend to the black
manufacturers, creating cash flow problems for a lot of the black manufacturers
who had been in business for a long time.
Q-1: What are you
doing to help Blacks in the industry businesswise?
A-1: This is why BOBSA exists. We support every aspect of
business development for African-Americans who want to open a business in the
hair care industry. From providing support for finding locations, ordering
products and inventory, development a business plan, to advertising and
marketing---we are there for you!
A-2: Join BOBSA! Also you must realize that we do not
have black sales reps going to salons and beauty supply stores anymore. Those
days are gone. Blacks do not dominate
the African-American hair industry as we once did. The business now is dominated
by Koreans and other ethnic groups.
Q-3: Is saying
black out of date because we need to include all shades of blackness?
A-3: Multicultural is preferred because it includes hair
styles, hair textures, skin care, fragrances, etc.
2 comments:
I am so glad I seen someone else that feel the way I do. I have been trying to get the word out to our people for a long time and I think I finally found away. I have a video of how the
Koran culture works and I think I finally found away, but I need your help!
I am so glad I seen someone else that feel the way I do. I have been trying to get the word out to our people for a long time and I think I finally found away. I have a video of how the
Koran culture works and I think I finally found away, but I need your help!
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