The ethnic personal care market is wide-reaching and ever-growing.
Market research firm Packaged Facts estimates that U.S. retail sales of ethnic health and beauty care (EHBC) products grew to over $2.9 billion in 2011, up from $2.2 billion in 2007. The total percentage gain for the five-year period was 32%, according to Packaged Facts’ 8th edition of Ethnic Hair, Skin & Cosmetics Products in the U.S., which covers the retail marketplace for EHBC products sold to consumers.
Compared to HBC categories overall, which saw weak growth in 2009 and 2010 and regained momentum only in 2011, the EHBC market has performed remarkably well, although nowhere near its pre-recessionary growth rate of 17% in 2007. That EHBC products avoided the kinds of losses experienced in many other consumer product markets as a result of the recession is testament to how devoted ethnic consumers are to their HBC products.
Sales of EHBC skin care rose 2% to $232 million, for an 8% share in 2011, said Packaged Facts.
The hair care category accounted for 55% of the EHBC market in 2011, with nearly $1.6 billion in sales, up 4% from 2010. In 2011, beauty supply stores and mass retail outlets (supermarkets, drugstores, and mass merchandisers/supercenters), claimed 40% and 35% shares of retail dollar sales of EHBC products, respectively. All other channels combined, including prestige and “pop prestige” (e.g., Sephora and Ulta) outlets, accounted for one-quarter of the market’s sales in 2011.
Despite the large number of Hispanic and Asian consumers in the U.S., the majority of EHBC products target African Americans. Although this may be easily explained by some of their unique needs, the fact remains that U.S. consumers of Hispanic, Asian, Arab and other racial and ethnic descent have their own product needs and preferences that are currently not being met, said Packaged Facts. Beyond language differences, these varied cultural groups also respond differently to product placement and advertising appeals.
Latino purchasing power remains strong
The Latino market in the U.S. is a dynamic, complex market segment composed of multiple groups of distinct cultures. Hispanic or Latino is the largest minority group in the country, comprising 16.3% of the total population and growing at a very fast rate, according to market research firm Kline & Co. With the ever increasing population of U.S. Hispanics, there has been a tremendous increase in their spending power as well.
The young Hispanic population uses personal care products frequently and likes to experiment with new products. The Hispanic community’s expenditure on personal care products and services is slightly higher than the national average. Hispanics are far more brand-conscious compared to people of other ethnicities. While trading down from favorite brands to better priced private label brands is not unusual for the general U.S. consumer, the incidence of such is much lower among Hispanic consumers, despite the recent recession.
Many Hispanics purchase personal care products online–with 32% of them purchasing perfume in this manner.
Hispanic consumers tend to be inspired by Latina-turned-mainstream role models, such as actors Eva Longoria and Salma Hayek, and singers Christina Aguilera and Jennifer Lopez, who has earned about $80 million in perfume sales, which includes a total of 18 scents released in the last 10 years.
Market leader Wal-Mart and other retailers are increasing shelf space for products targeted at the Hispanic market, as well as opening stores specifically aimed at Hispanic consumers and areas.
While purchasing power for many Hispanic families has suffered significantly in recent years, often more than many other segments of the population, the purchasing power of Hispanics as a whole remains resilient and uncompromised, concluded Kline & Co.
For the love of curly hair
Many ethnicities sport naturally curly hair, which grows in a unique, twisting pattern. These curved hair fibers intersect with each other more often than any other hair type, making it easy for knots and tangles to form. To help out, DevaCurl created DevaCurl No-Comb Detangling Spray to untangle, fortify and revitalize dry, damaged and frizz-prone curls while naturally restoring moisture balance.
Fingers are the gentlest way to detangle curls without causing breakage or disturbing curl formation, according to DevaCurl, and with No-Comb Detangling Spray, fingers slip and glide right through the hair. The lightweight, conditioning, leave-in detangler can be applied to wet or dry curls and features an exclusive blend of botanical conditioners to hydrate, soften and add shine to all curl types, regardless of length or texture. The product’s low pH helps to smooth the hair cuticle and reduce the risk of hair breakage.
In 1984, hair stylist Ouidad opened the first salon in the U.S. to cater exclusively to curly hair. Since then, her trademarked styling techniques and specialized line of products have sought to instill confidence in curly- and wavy-haired people everywhere.
Ouidad Curl Quencher HydraFusion Intense Curl Cream is specifically designed for tighter curls. Its HydraFusion Complex is a blend of conditioners including milk thistle and sweet almond extract for intense moisturization to feed and strengthen curls as it instantly defines and softens. Hydrolyzed silk protein wraps each strand so moisture stays in and frizz and dryness are eliminated. Curls stay defined, shiny and healthy-looking all day.
L’Oréal Paris Ever Hair Expertise introduced the EverCurl system, designed specifically for women with curls. While curl shoppers once had to make a trip to the salon or specialty store to find curl-friendly products, they now have a professionally-inspired and more importantly, gentle, curl system available at mass.
The line offers women a customized hair care regimen that suits all curl types—from loose waves to tight curls. In addition to being gentle on the hair fiber, EverCurl’s sulfate-free formula causes very little friction on hair, which
ultimately means fewer frizzies. Curls are left hydrated, defined and full of bounce and shine. The formula, with hibiscus extract and grape seed oil, nourish and care for curls while also imparting fruity and floral fragrance notes. The line includes E
verCurl Sculpt & Hold Cream-Gel, Hydracharge Cleansing Conditioner and Hydracharge Leave-In Cream.
Colomer U.S.A. launched Crème of Nature Replenishing Sheen Spray with Argan Oil From Morocco. Moroccan argan oil provides radiant shine, nourishment and protection for dry hair, imparting a healthy, long-lasting sheen. The can is from DS Containers.
Jane Carter Solution was created to fill a need for natural hair products that work effectively on all hair textures. Products have been formulated for dry hair, regardless of texture or ethnicity and cleanse, condition and nourish kinky hair, curly hair, straight, relaxed, color treated and locked hair.
Jane Carter Solution Natural Hold Locking Spray is alcohol-free and won’t leave hair dry and brittle. It re-hydrates twists and locks and helps maintain the look of freshly twisted hair. Wrap & Roll soft mousse for setting and wrapping dries clean and soft without leaving any residue. Formulated for dry, color-treated or damaged hair, the natural glycerides, essential oils and moisturizers leave hair soft and shiny.
Natural Hold Spray Gel is water-based and can be used for flat-ironing hair to protect it from heat damage, smooth the cuticle and add shine. Smaller amounts make soft curls and a heavier concentration makes “stiffer” curls. Revitalizing Leave-In Conditioner seals in vital panthenol and humectants and acts as a protective barrier against heat styling and sun damage. It can be used as a re-hydrator or for flat ironing or roller setting fine hair.
Afam Concept, Inc. recently launched two hair care sprays for all hair textures. Olive oil has been use by women all over the world as part of their beauty regimen for skin and hair for centuries. Rich in Vitamin E ands Omega 3, this healing oil helps slow down the aging process by restoring health and providing protection from damage. Vitale Olive Oil Sheen Spray transforms dull dry hair into smoother looking hair with long lasting brilliant sheen. Formulated with olive oil and other botanical extracts, it conditions and protects hair form humidity and breakage.
Hawaiian Silky Herbal Silken Oil Sheen Spray is infused with botanical ingredients to provide shine and added sparkle to styles. It restores a healthy, natural looking shine to dehydrated hair. Both products come in a can from DS Containers.
The quest for fair skin
Skin whitening is one of the rapidly growing segments of the global beauty industry. The global skin whitening market holds vast growth potential, especially from the rapidly expanding Asian markets. Skin lightening products that prevent or inhibit pigmentation (including brown spots and freckles) and consist of anti-aging features are gaining popularity, particularly among consumers in the western world.
Japan dominates the global skin lighteners market, according to Global Industry Analysts, Inc. However, the market in Asia-Pacific is projected to boom, driven by the fast growing markets of China and India. Apart from Asia, western countries such as the U.S. and UK are emerging as potential markets for skin whitening products. The growing
Shiseido White Lucent Intensive Spot Targeting Serum is an anti-spot serum with an intensified power formulation, featuring the Multi-Action Brightening System+ and ME Complex, created to diminish visible stubborn dark spots in ten days and prevent future pigmentation from appearing. M-Tranexamic Acid suppresses skin inflammation that accelerates melanin formation; 4MSK diminishes the activity of the enzyme tyrosinase, which initiates the melanin formation process; Multi-Target Vitamin C blocks the last step of melanin formation while MelanoCrush Energizer helps eliminate accumulated melanin pigment from the skin by accelerating cell turnover.
Clinique’s Even Better Clinical Dark Spot Corrector helps fade the appearance of dark spots, age spots and discoloration due to aging, years of accumulated sun damage, environmental assaults
and past acne scarring. According to Clinique, clinical tests have proven the performance to be comparable to a leading prescription ingredient at four, eight and 12 weeks, with results of visibly reducing dark spots by 58% and evening skin tone by 53%. Cinique’s patent-pending CL-302 complex features plant-derived technology that is clinically proven to significantly improve evenness of skin tone, radiance and clarity.
Engaging the Middle East
Inspired by the historically strong fragrance culture of the Middle East and its distinctive olfactive preferences, new Estée Lauder Wood Mystique is a direct response to the Middle East consumers’ desire for lavish, elegant fragrances which offer perfumed luxury and a lingering scented trail as a “hidden communicator” of quality and good taste.
“Part of our fragrance strategy is to address local cultural tastes and preferences which provide the opportunity for a very unique connection with our consumers,” said Karyn Khoury, Senior VP, Corporate Fragrance Development Worldwide, The Estée Lauder Cos.
Characterized as an oriental wood, the unisex fragrance begins with distilled rose, peony petals and pink pepper. At the heart is Precious Rose de Mai Absolute, Egyptian Jasmine Absolute, Mimosa Provence Absolute, Orris Morocco and ylang. The scent is rounded out with patchouli, leather, Indonesian benzoin, cedarwood SFE (a smooth cedar extraction being used here for the first time in perfumery), raspberry and Agar wood, distilled from the heartwood of the Aquillaria tree, for balsamic woodiness.
Intended for display like an exquisite piece of jewelry, the luxurious 3.4oz/100mL Eau de Parfum Spray bottle features a weighted translucent grey cap topped off with an elegant gold beveled plaque that snaps closed.
Smooth skin for guys
“Metrosexual,” a term coined by Mark Simpson in 1994, became synonymous with urban men who spend a lot of time (and money) on their appearance. Although the term is not used as frequently now, the habits and attitudes it inspired remain.
Created for the active lifestyle of today’s man, Turo Skin is a multi-beneficial, simplified skincare system specifically formulated for the personal care needs of men. The collection offers essential quick and easy-to-understand solutions for face, shave, hair and body.
A board-certified plastic surgeon, Turo Skin Founder & CEO John Renucci set out to create a men’s skin care line that is simple to use, highly effective and combines a maximum number of ingredients packed into each formula to assure the benefits of skin care in as few steps as possible. According to testimony on the Turo Skin website, the Multi-Active Shave Foam helps prevent rash, razor burn and folliculitis—a complaint that occurs mainly in black men, with inflammation caused by curly beard hairs cut too short and curving back into facial skin.
Packaged Facts expects the U.S. market for ethnic HBC products to remain on a healthy growth track through 2016, with increases in the 5%-7% range bringing sales to $3.9 billion. Moreover, this growth could be substantially higher should more marketers begin to target Hispanics, the largest and still fast-growing group of EHBC consumers. Due to the market’s massive growth potential, even continued economic sluggishness is not expected to deter growth. SPRAY
Targeting Hispanic households…
Based on consumer research, Clorox announced the arrival of Clorox Fraganzia, a new line of aromatizing products designed to appeal to Hispanic scent preferences. The Clorox Fraganzia line consists of three products designed to imbue homes with welcoming, clean, fresh scents: aerosol air freshener, multi-purpose dilutable cleaner and toilet bowl rim hanger.
David Cardona, Clorox Multi Cultural Team Leader, explained, “We identified this valuable opportunity based on the unique needs and lifestyle of our Hispanic customers.”
The Clorox Fraganzia line was developed incorporating proprietary and syndicated research that helped Clorox identify the scents that most appeal to Hispanics. These include Lavender with Eucalyptus & Mint, Spring, Forest Dew, Pine Woods and Fresh Squeezed Lemon.