U.S. Retail Sales of Ethnic HBC Products by Category, 2010 vs. 2011 M(EHBC) products grew to Hair Care $1,588.2 Change Change of Market (% point)-0.8ShareChangeShare54.5%$$60.6%4.0%2011SalesCategory(in millions of dollars)-arket research firm Packaged Facts estimates thatU.S. retail sales of ethnichealth and beauty care over $2.9 billion in 2011, up from $2.2 bil- lion in 2007. The total percentage gain for Color Cosmetics 1,092.5 8.6 86.9 37.5 1.1 the five-year period was 32%, according to Skin Care 231.6 1.6 3.7 8.0 -0.3 Packaged Facts’ 8th edition of Ethnic Hair, Skin & Cosmetics Products in the U.S., which Total $2,912.3 5.5% $151.2 100.0% 0.0 covers the retail marketplace for EHBC Source: Packaged Facts products sold to consumers. Compared to HBC categories overall, research firm Kline & Co. With the ever in- damaged and frizz-prone curls while natu- which saw weak growth in 2009 and 2010 creasing population of U.S. Hispanics, there rally restoring moisture balance. and regained momentum only in 2011, the has been a tremendous increase in their Fingers are the gentlest way to detangle EHBC market has performed remarkably spending power as well. curls without causing breakage or disturb- well, although nowhere near its pre-reces- The young Hispanic population uses ing curl formation, according to DevaCurl, sionary growth rate of 17% in 2007. That personal care products frequently and likes and with No-Comb Detangling Spray, EHBC products avoided the kinds of losses to experiment with new products. The His- fingers slip and glide right through the hair. experienced in many other consumer prod- panic community’s expenditure on personal The lightweight, conditioning, leave-in uct markets as a result of the recession is care products and services is slightly higher detangler can be applied to wet or dry curls testament to how devoted ethnic consumers than the national average. Hispanics are far and features an exclusive blend of botani- are to their HBC products. more brand-conscious compared to people of cal conditioners to hydrate, soften and add Sales of EHBC skin care rose 2% to $232 other ethnicities. While trading down from shine to all curl types, regardless of length million, for an 8% share in 2011, said Pack- favorite brands to better priced private label or texture. The product’s low pH helps to aged Facts. brands is not unusual for the general U.S. smooth the hair cuticle and reduce the risk The hair care category accounted for 55% consumer, the incidence of such is much of hair breakage. of the EHBC market in 2011, with nearly lower among Hispanic consumers, despite In 1984, hair stylist Ouidad opened the $1.6 billion in sales, up 4% from 2010. In the recent recession. first salon in the U.S. to cater exclusively to 2011, beauty supply stores and mass retail Many Hispanics purchase personal care curly hair. Since then, her trademarked styl- outlets (supermarkets, drugstores, and products online–with 32% of them purchas- ing techniques and specialized line of prod- mass merchandisers/supercenters), claimed ing perfume in this manner. ucts have sought to instill confidence in 40% and 35% shares of retail dollar sales Hispanic consumers tend to be inspired by curly- and wavy-haired people everywhere. of EHBC products, respectively. All other Latina-turned-mainstream role models, such Ouidad Curl Quencher HydraFusion channels combined, including prestige and as actors Eva Longoria and Salma Hayek, Intense Curl Cream is specifically designed “pop prestige” (e.g., Sephora and Ulta) and singers Christina Aguilera and Jennifer for tighter curls. Its HydraFusion Complex outlets, accounted for one-quarter of the Lopez, who has earned about $80 million in is a blend of conditioners including milk market’s sales in 2011. perfume sales, which includes a total of 18 thistle and sweet almond extract for intense Despite the large number of Hispanic and scents released in the last 10 years. moisturization to feed and strengthen curls Asian consumers in the U.S., the majority Market leader Wal-Mart and other retail- as it instantly defines and softens. Hydro- of EHBC products target African Ameri- ers are increasing shelf space for products lyzed silk protein wraps each strand so mois- cans. Although this may be easily targeted at the Hispanic market, as ture stays in and frizz and dryness are elimi- explained by some of their unique well as opening stores specifically nated. Curls stay defined, needs, the fact remains that U.S. aimed at Hispanic consumers and shiny and healthy-looking consumers of Hispanic, Asian, Arab areas. all day. and other racial and ethnic descent While purchasing power for many L’Oréal Paris Ever Hair have their own product needs and Hispanic families has suffered sig- Expertise introduced the preferences that are currently not nificantly in recent years, often more EverCurl system, designed being met, said Packaged Facts. than many other segments of the specifically for women Beyond language differences, these population, the purchasing power of with curls. While curl varied cultural groups also respond Hispanics as a whole remains resil- shoppers once had to differently to product placement and ient and uncompromised, concluded make a trip to the salon advertising appeals. Kline & Co. or specialty store to find curl-friendly products, Latino purchasing For the love of curly hair they now have a profes- power remains strong Many ethnicities sport naturally curly sionally-inspired and more The Latino market in the U.S. is a hair, which grows in a unique, twist- importantly, gentle, curl dynamic, complex market segment ing pattern. These curved hair fibers system available at mass. composed of multiple groups of intersect with each other more often The line offers women distinct cultures. Hispanic or Latino than any other hair type, making it a customized hair care is the largest minority group in the easy for knots and tangles to form. regimen that suits all curl country, comprising 16.3% of the To help out, DevaCurl created De- types—from loose waves total population and growing at a vaCurl No-Comb Detangling Spray to tight curls. In addition very fast rate, according to market to untangle, fortify and revitalize dry, to being gentle on the February 2013 Spray 13
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