The Texture Continuum [2021 Update]

Recognizing shifting demographics, SSI created a segmentation based on texture.  SSI custom segmentations identify all women based on hair texture, associated characteristics and resultant needs. This is the future of MCHC retailing. This study builds upon SSI’s 2019 total market segmentation based on hair texture, but rather than looking at the total market, this time we have focused on the core audience of African American, Latina, and multiracial women.

Top Hair Needs and Product Desires

African American, multiracial, and Latina women are heavier users of haircare, and cover the full texture continuum, from straight, to zig zag, coily, and chemically altered textures. However their hair needs, styling and maintenance behaviors, and purchase behaviors vary significantly based on texture.

Purchase Behavior

Consumers in the coily and chemically altered segments spend the most on haircare products. Leading products and tools vary based off of hair texture and type.