We Know The Influencer

TextureTrends℠, proven to help brands understand market behavior and opportunity, is a unique annual research report devoted to mining the textured hair consumer’s desires and needs and transforming this information into actionable market intelligence.

Each year, we poll a range of 3,500 – 5,000 women to gather the following information:

  • Profile of the textured-haired consumer: segmented by curls, coils and waves
  • Profile product purchasing behavior and influencers
  • Profile product segments:  ranking products & brands among stylers, shampoos, conditioners and services
  • Profile of the textured-hair market:  awareness, spend, retail preference, point of purchase and brand loyalty

In 2012, TextureTrends℠ produced TextureTrends℠ in partnership with Phoenix Research, a Honomichi Top 50 firm and one of the fastest growing research companies in the U.S.

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Contact us today for more on the 2012 intelligence and learn more about customized market research offerings.

texturetrends@texturemediainc.com

TextureTrends Wave 2: Table of Contents

I. Type of Curls and Attitudes about Curls

  • Classification of hair type

II. Awareness

  • Trending new products

III. Usage

  • Types of products used*
  • Specific brands used*
  • History of use*
  • Satisfaction and loyalty*

IV. Purchasing Behavior & Spending

  • Purchase locations*
  • Frequency of purchasing*
  • Drivers and considerations*

V. Chemical Services and Treatments

  • Frequency and spend*
  • In-home vs. salon*
  • Brand awareness and usage*

VI. Tools and Accessories

  • Awareness and usage

VII. Demographics

Key Insights

Once they find that “holy grail” product, 46% of curlies continue to try new products.

 

Consumers are 5X more likely to spend if spoken to by texture type.

People with textured hair buy on average three hair-care products a month, versus those with straight hair who buy on average one hair-care product a month.