11.03.14
According to data crunched by Mintel, just 36% of black consumers (vs. 48% of white consumers) report using anti-aging facial moisturizers and four in 10 (41%) don’t use any type of anti-aging facial skincare product at all—a number that drops to 35% for white consumers.
However, it seems the hair care market is one area where the opposite is true as new research from Mintel reveals that 42% of black consumers have tried, or would be interested in trying, anti-aging hair products. Mintel’s data shows that 30% of Black consumers have used or are interested in hair care products that treat baldness and thinning, while 46% have used or would be willing to try color or tint products.
“Historically, black consumers are not necessarily looking for the fountain of youth. They tend to embrace aging more so than other consumers. Those who use anti-aging products are motivated by different factors,” said Tonya Roberts, multicultural analyst at Mintel. “In most cases, Blacks aren’t typically proactive when it comes to anti-aging, rather they are very reactionary. But in the hair care category, it’s different.”
According to Roberts, the movement toward natural hair, whether natural hair weave or all-natural styles, has spiked awareness about ingredients.
“They are looking for ingredients that are natural, restore damaged hair, and make their hair healthy—and they’re looking for results. Anti-aging products that include natural ingredients and promise to deliver on restoration are sure to appeal to black shoppers,” she said.
However, it seems the hair care market is one area where the opposite is true as new research from Mintel reveals that 42% of black consumers have tried, or would be interested in trying, anti-aging hair products. Mintel’s data shows that 30% of Black consumers have used or are interested in hair care products that treat baldness and thinning, while 46% have used or would be willing to try color or tint products.
“Historically, black consumers are not necessarily looking for the fountain of youth. They tend to embrace aging more so than other consumers. Those who use anti-aging products are motivated by different factors,” said Tonya Roberts, multicultural analyst at Mintel. “In most cases, Blacks aren’t typically proactive when it comes to anti-aging, rather they are very reactionary. But in the hair care category, it’s different.”
According to Roberts, the movement toward natural hair, whether natural hair weave or all-natural styles, has spiked awareness about ingredients.
“They are looking for ingredients that are natural, restore damaged hair, and make their hair healthy—and they’re looking for results. Anti-aging products that include natural ingredients and promise to deliver on restoration are sure to appeal to black shoppers,” she said.