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The future of hair care is texture. Is your business ready?

By Deanna Utroske

- Last updated on GMT

Related tags Hair care category hair texture consumer behavior data

Consumer demographics are shifting here in the US and globally. And before long, formulators, manufacturers, brands, and retailers will focus more on the characteristics and curl pattern of hair than on any given consumer’s ethnicity. Cosmetics Design recently checked in with Romina Brown of Strategic Solutions International to learn about the data behind the future of hair care.

“We know that many of the key retailers are now starting to merchandize and consumers will begin to expect…that they will be able to shop by texture,”​ Romina Brown, president of Strategic Solutions International, tells Cosmetics Design in this video interview filmed at last month’s Comoprof North America event in Las Vegas, Nevada.

The industry is moving from hair care that’s about ethnicity to hair care that’s about texture. “I think we’re at the very beginning of it,” ​says Brown. “And, I think that this report [The Texture Continuum] will help futureproof the business for many of our client partners.”

The Texture Continuum – Universal Market Segmentation is a new report published by category-growth management firm Strategic Solutions International. And the data and insights within the nearly 200-page report can help businesses gain a competitive advantage in the hair care marketplace, where changing demographics and consumer behaviors matter more than ever.

“We really wanted to quantify the market potential [of hair care], based on texture​,” explains Brown.

In the above video interview Brown discusses what hair texture is most common among US consumers, what the biggest hair care needs and opportunities are, the purchase journey, where consumers are actually buying their hair care, and much more.

She also shares some good information on the beauty supply space. Her firm launched the Beauty Supply Chanel Insights Report, based on syndicated consumer scan data, in 2015 and has been publishing it quarterly ever since.

Watch Cosmetics Design’s full interview at the top of this page to learn more.  
Or, email or call 312.912.7560 to receive a FREE copy of the executive summary for the report: Texture Continuum...A Total Market Texture Segmentation.



Deanna Utroske, Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.

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