Speaking HAIR Language: Understanding How She Communicates & Responds to Messages About Haircare

How Does She Talk About Her hair?

African American women are mostly very positive about their hair. Most said that they either love their natural hair type, or like it, even if caring for it can be challenging at times.

How Does She Relate To The Hair and Beauty Industry? 

One quarter of African American women do not feel that they are well represented by the hair and beauty industry. This view is related to a lack of products that address their needs, as well as a lack of diversity in the industry. Consumers are offended or turned off from brands when communication lacks diversity.

How Does She Decide Whether Or Not A Product Is For Her?

When evaluating product packaging, marketing, or in-store mechanizing, one of the first things African American consumers pay attention to is the image. African American consumers make judgements on product or brand suitability based on ingredients.