Protect da Brand: Haircare brand use, preferences, and loyalty amongst African American women

Take a dive into uncovering the influencing factors of choosing a hair care brand when it comes to the African American female consumer.

The top factor influencing which brands consumers use is a perception that it is suitable and effective for their hair type. This could be based on experience with the brand, marketing, social media, or  personal reviews or recommendations.

Brand Selection

On average, African American women have used 4.34 different haircare brands within the past year.  When using a haircare brand, a majority use multiple products from the same brand at the same time, but often in combination with some products from different brands, depending on product type, need, and performance perceptions.

Brand Loyalty and Switching

Most African American women indicated that in general when it comes to haircare, they know which products and brands they like, and tend to stick to those. However just over one in five said they regularly switch. There are slight variations in this behavior across haircare product segments, but for most product types around 80% said that they either have one brand that they always buy for that type of product, or 2-3 that they choose between.