COVID-19: Multicultural Haircare Impact & Insights

Navigate the shifting landscape in the Multicultural Hair Category. COVID-19 special report to help all understand how this crisis is impacting the demand curve. Updates to follow.

Impact of COVID-19 on multicultural consumers 

COVID-19 has brought much of the world to a standstill. As parts of the US enter their second month of lockdown restrictions, multicultural consumers are feeling concerned about the virus’s health risk, as well as its impact on the economy, personal finances, and the unpleasantness of lockdown and social distancing restrictions. 

Impact of COVID-19 On Hair and Beauty Behavior

Many consumers have made changes to their usual hair and beauty regimes. In large part, this is due to the closure of salons and other beauty services, as well as difficulty obtaining products.

Impact of COVID-19 On Shopping Habits

A majority of consumers have made changes to their haircare product usage and purchase behavior. Consumers aren’t overly aware of increased communication and messaging from haircare brands at this time, however, a majority are open to hearing from their favorite brands.