Understanding The 5 Elements That Most Influence Haircare Product Purchases

The Five Elements: How Consumers Identify Their Hair Characteristics

A majority of African American and multiracial women who identify their hair STATE as natural, have TYPE 4 hair (a, b, or c), and describe their hair strand TEXTURE as either medium or coarse for each of these elements. However, AA/MR hair spans a continuum of states, types and textures. Consumers’ go to hair styles also appear somewhat related to their other hair characteristics. 

The Five Elements: Importance In Haircare Purchase Decisions

When choosing haircare products, consumers believe it is important that the product is
beneficial or suitable for their exact hair characteristics across all five elements. Consumers generally find it at least somewhat easy to determine whether products are suitable for all of their hair characteristics, although only one third or less feel it is very easy, which suggests that there is a scope for making it easier.