Ethnic hair care is the fastest growing hair care category in the United States in 2015, recording robust growth of 8.5%. The main reason for this dynamic growth is that the category has been flooded by “multicultural” brands that appeal to a broader audience and is no longer defined by brands exclusively targeting black consumers.
Market-movers like Shea Moisture and Carol’s Daughter (L’Oréal), increase their share with naturally positioned products that appeal to a wide spectrum of consumers, including those that previously used mainstream or ethnic brands.
How is the Millenial Generation changing eCommerce for beauty brands?
Millennials bring to the table a unique set of purchasing habits unlike anything we’ve seen before. They shop differently than their mother’s and grandmother’s, and want complete control over the shopping experience. Millennials go out of their way to cultivate their own unique style, and purchase decisions are more likely to be influenced by social media, advice from their friends, celebrities, or famous beauty bloggers than by a brand or traditional advertising. Consumer incomes are on the rise, and the changing lifestyles presented by the Millennial group are driving the global beauty industry, which is forecasted to reach $265 billion by 2017. This consumer group gravitates towards eCommerce instead of in-store shopping since it allows Millennials to achieve complete control over their shopping experience. Beauty brands are rethinking their strategy to reach these consumers, taking advantage of augmented reality beauty solutions so shoppers can instantly try and buy online or in an app, creating a true end-to-end eCommerce experience.