Cultural Fluency for the Black Hair Care Consumer

Size the Multicultural Growth Opportunity, Define Cultural Traits in Hair Care Category, Map Cultural Traits to Brand Equities, and Link Consumer Insights to Go‐to‐ Market Execution.

Understanding Black Culture

Black culture is a lot of things; proud, vibrant, creative. A lifestyle. Embodying values and a sense of community. Incorporating and influencing many facets of society such as music, food, beauty, and fashion. It is both steeped in history, and a benchmark for what is current and on-trend. However, Black consumers are also aware of threats to the Black community and Black culture.

Black Culture and Beauty

Hair, and the way consumers style and care for it is a central component of the experience of being a Black women. For many Black women, hair is part of their identify, and a way to express themselves. Social media plays a huge role in the intersection of Black culture and beauty. Consumers want brands to understand that Black culture is amazing and important.