The Power of the Black Female
Slide Excepts from AHBAI MidYear Conference) Las Vegas, NV August 2007
What Most Women Want
Soft, smooth shiny, manageable, healthy-looking hair Clear, smooth, subtle, youthful, healthy-looking skin
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African-American Females:
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3. A Distinctive and Desirable Market Segment
Are younger (31 years vs. 37 years for white females) Are three times as like to be single moms
Married Moms Single Moms AA 46% 54% White 83% 17%
WOW 2005 70% of AA women rely solely on AfricanAmerican magazines, while only 5% rely on general market magazines
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Have $403+ billion spending power Are the primary means for reaching the $799 billion Black consumer market Control the “purse strings” in their household In 2004, spent $3.5 billion on hair care and personal care products
African-American Females Shop Drug Stores Shop Beauty Supply Visit a website prior to product purchase
Source: US Census, July 2003 2005 Burrell Moms Report 2005 Essence WOW II
White Females 44% 7% 58%
57% 30% 65%
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A Distinctive and Desirable Market Segment
Most Black women reject perceived White female beauty standards: white skin, blonde hair, blue eyes and thin Comfortable with their curves/full figures Engage in pampering beauty rituals 2x general market females Have different reasons for using beauty products: Most Black females want to enhance their beauty Most White females use beauty products to boost their self esteem
African-American Females White Females
Key Influencers for beauty Concerned with dark spots Concerned about uneven skin tone
Source: 2005 WOW II Essence Magazine
41% 41% 39%
27% 17% 28%
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A Distinctive and Desirable Market Segment
60% of Black women identified breakage as their number one hair problem. 65% of African-American and Caribbean women say their hair is not as healthy as it could be
Source: 2005 L’Oreal Institute 2003 P & G Black Hair Study
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Despite these insights and statistics, in predominately high traffic African-American stores, many FDMs:
Continue to heavily stock general market hair care and beauty products Abundantly display general market POS communications
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Key Industry Insights and Trends
Black hair care product sales were $1.8 billion in 2006 Relaxers Conditioners and Shampoos Hair accessories for weaves/hair extensions US FDM relaxer kit sales are declining and are predicted to continually decrease through 2011 Concerns about long term relaxing and trends toward natural styles have resulted in declining relaxer sales Has significantly impacted the Black hair care products industry The Internet Booming web sites that celebrate Black hair and particularly natural hair Product sales Chat rooms, message boards, expert advice, forums
Source: 2006 Mintel International US Black Hair care Study
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Source: Yankelovich 2003
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Black Hair Care Best Practices
Pantene Relax and Natural
Successfully adapted general market strategy to African- American consumers; profound product claims
Organic Root Stimulator
Incredibly relevant product name and product line Very believable. Trusted: “It does what it said it will do.”
Motions
For professional use only positioning = better quality to consumers; very aspirational advertising; good sampling practices
Miss Jessie’s
Amazingly popular curl defining product; Initial Internet and word-ofmouth strategy; Now also in select retail outlets
■ Sophisticate’s Black Hair Styles and Care Guide The styles, celebrities, relevant models, resources, product information and advertising The Hunter-Miller Group Chicago, IL
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Thought Starters
“ Relevance is no longer an option, but an imperative.”
Cynthia Perkins-Roberts, Vice President Diversity Sales and Business Development The Cabletelevision Advertising Bureau
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Thought Starters
Extend a relevant invitation Serve people where they are
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Thought Starters
Connect with Black women’s sensibilities
− Promote rational and emotional communications (emotional for African Americans = lifestyle + positive realism) − Use talent that reflects the many facets/hues/sizes of Black women − Aspirational and achievable − Don’t be critical of her as a mom or portray her as frazzled or out of control. She feels she’s doing an admirable job with her children
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Thought Starters
Do your research
– Design and execute research with this audience in mind Cultural nuances are often missed in mix race studies Differences can lead to opportunities Obtain new behavior and mindset insights Tap into insights from Black immigrants Gain insights from general market product positioning
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Make a commitment
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Invest in adequate market spending Use traditional and non-traditional targeted media Sponsorships, strategic partnerships, co-branding Don’t enter and withdraw from community
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Black is more than a color, its an experience and an opportunity!
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Thank You!!!!
Pepper Miller President The Hunter-Miller Group, Inc. 6745 S. Wabash Avenue, Suite 2 Chicago, IL 60637 Phone: 773 602 1620 Fax: 773 483 9101 pepper@huntermillergroup.com On Sale Now! www.huntermillergroup.com www.huntermillergroup.com www.amazon.com www.adage.com/bigtent www.paramountbooks.com
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