The common misconception that the textured hair market primarily applies to Africa and South America results from overlooking the natural hair movement in South Asia, North America and part of Europe. In fact, more than 65% of the world's population has textured hair.
The industry has been slow to take the lead in responding to natural hair trends, resulting in the current dearth of products to adequately address the growing demands of consumers across the globe. Consumers typically will resort to searching the internet for information on how to style their own hair, and will end up ordering available products online.
The emergence of the natural hair movement is radically altering routines and product needs for consumers. Given the scope of the market in people and its potential in sales, the hair care industry will be positioned to drive growth in the category if it is willing to learn the characteristics, needs and challenges of textured hair consumers and committed to responding to their demands.
What you will learn:
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