The natural hair care product brand can be said to have revolutionized the hair industry. The black hair care industry has undergone quite a transformation as more and more black consumers are embracing their natural self. Research indicates that black women feel more liberated and confident when they wear their hair in its natural state. This is because it gives them a tremendous sense of pride to be able to display their natural beauty. This incentive has everyone and their mother signing on to sell natural hair care products.
Black women spend a lot of money on beauty when compared to other ethnicities. The natural hair trend increased the sales of styling products such as styling moisturizers, curl cream, pomades etc. In 2015, the sale of styling products was estimated to be a whopping $946 million. Of that amount, black hair care sales dominated 35 percent of the market. Hair is an important part of the female black culture. As such, it is not alarming that so much money is spent on it. Studies show that black women spend nine times more than the general population on hair. When it comes to achieving the perfect look for their natural tresses, black women are willing to shell out top dollars.
Navigating the Black Hair Care Market
With the growing popularity of the African American hair care industry, many new brands and products have saturated the market. As such, new businesses experience tremendous growing pains trying to break into the hair care market. Owning and operating a small, handmade manufacturing business is extremely challenging, and being an African American can present more challenges in this particular industry. Challenges such as getting your product into beauty supply stores that are dominated by Asian owners who often know nothing about black hair care. And then such issues are complicated by the fact that African-American hair has many different textures and require different treatments and hair care regimens. Additionally, due to the popularity and market domination of the African American natural hair industry, a lot of older and larger companies known for their Caucasian hair products have come out with a natural hair care product line. But it is very common to find that these products are not truly made for the African American hair texture and often contain ingredients that are damaging to the natural tresses of black women. However, because of brand loyalty and brand familiarity, it is extremely difficult to compete with big companies who have financial and distribution muscle.
How are small businesses able to stand out and get their natural hair care products noticed by African American women?
Connect with Your Customers in Order to Sell Natural Hair Care Products
One of the key strengths black women entrepreneurs have in successfully competing with other hair care products is that they are able to speak directly, and often personally, about the effectiveness of the products they sell. Ask your satisfied customers to share testimonials and reviews about their experience with your hair care product. If you can video record it, do so. Perhaps you have your own testimonial you’d like to tell. Stories are powerful, including brand stories.
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Social Media is Queen
For those entering the natural hair care market, social media is a critical component in introducing products to consumers and driving sales. Find bloggers and YouTube vloggers to review your product. This puts your product in front of millions of viewers and gives you tremendous exposure. Women constantly share best hair care practices and product reviews.
You can also capitalize the natural hair care market by paying attention to social media traffic. That is, regularly check the networks to see what your target audience is discussing, their likes and/or dislikes, what problems they are experiencing with their hair and then be a reliable resource that provides them help with tips etc.
Learn the mechanics of how to maximize your social media accounts to increase the likelihood of viewers sharing your content.
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Find a Niche
The best way to ensure that you are producing worthwhile content is to establish yourself in a niche, e.g., dreadlocks, bi-racial curls, braids, twists, washing, growing, maintenance. By way of another example, one of the recent areas of growth in the natural hair care market has been that of “transitioning” products. This involves targeting women who are growing their hair out of their chemically relaxed styles.
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As long as African-American women are buying different products according to what works for them, the natural hair industry will continue to thrive in many different areas and marketing opportunities from African American merchants will abound.
Stacey Mathis Copywriting/Consulting’s writers (SMCC) craft customer-focused content and copy to engage your ideal customer. To book one of their writers for a project targeting the African-American market (B2B or B2C), call (800) 862-0361.