MEN: A Deep dive into the Multicultural males styling, purchasing and grooming habits. (update) Protective Styles African American women have used

African American women have used 4

Market Size

consumers seek a natural look and value for money (not necessarily lowest price)

however this proportion is outweighed by the number going (or going back) to natural hair

MEN: A Deep dive into the Multicultural males styling, purchasing and grooming habits. (update) Protective Styles African American women have usedTHE MULTICULTURAL MENS HAIRCARE SEGMENT APPEARS TO BE COMING OUT OF A PERIOD OF GROWTH, HAVING PREVIOUSLY LED THE TOTAL MARKET. THE SEGMENT HAS BEEN EXPERIENCING A RECENT DECLINE IN BOTH THE HAIRCARE AND GROOMING SPACE. OVERALL, 72% OF AFRICAN AMERICAN AND MULTIRACIAL MEN REPORT USING HAIR AND GROOMING PRODUCTS AT HOME. THEY ARE MOST LIKELY TO USE HAIR CLEANSING AND GENERAL MAINTENANCE PRODUCTS, SKIN CARE AND FACIAL HAIR SHAVING PRODUCTS, AND STYLING