Black Beauty Pacesetters: A Comprehensive Study of New Product Innovation in Multicultural Hair Care [2023 Update] Natural Consumers are most inclined to

Consumers are most inclined to experiment with new hair tools/accessories (62%) and cosmetics (63%)

colorism within their own communities

Most African American and multiracial women have worn some type of braids

although aesthetics also play a role

Size the Multicultural Growth Opportunity Define Cultural Traits in Hair Care Category Map Cultural Traits to Brand Equities Link Consumer Insights to Go‐to‐ Market Execution

Black Beauty Pacesetters: A Comprehensive Study of New Product Innovation in Multicultural Hair Care [2023 Update] Natural Consumers are most inclined toCategory Pacesetters What products have been introduced within the past 12 months? How are they performing? What can we expect? Opportunity Gaps? Experimenting with Products Just under half of consumers love to experiment with new hair and beauty products. Consumers are more inclined to experiment with new cosmetics and hair accessories, but more likely to stick with their trusted haircare and facial skincare products. Browsing online, in store, and