The Style File: A Deep Dive Into The Styling Habits, Preferences, Challenges, and Product Purchases of African American and Multiracial Women

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Style Choices

African American and multiracial women enjoy wearing a variety of hair styles. Most consumers said that there are some styles they would like to wear more than they currently do, however they find them too time consuming or difficult to achieve, maintain, or make look good. 

Styling Products

African American and multiracial consumers shop for styling products in both the multicultural haircare and general haircare sections. While it might be assumed that consumers choose the products they need to create their preferred styles, the reverse may also be true, with some consumers choosing styles based on the products they have on hand or have access to.