TextureTrends 2016

Phoenix Marketing International Teams Up With TextureMedia to Release The Annual Consumer Insights Report:

TextureTrends 2016

by PMI Social Media Team 05|17|2016

Comprehensive assessment reveals that textured-hair consumers are spenders and are constantly on the hunt for the perfect hair product; With roughly 60% of the market having textured hair, retailers need to actively respond or leave money on the table

Phoenix Marketing International, a premier global marketing services firm, in conjunction with TextureMedia, has released TextureTrends 2016, the textured-hair market’s most comprehensive report, including new multi-year trending information. This year’s findings reveal that textured-hair consumers are constantly on the hunt for the perfect hair care product. These powerful buyers use more products and spend 20% more monthly than their straight hair counterparts. The 200-page TextureTrends report also offers detailed and actionable market intelligence for both brands and retailers and explores the consumer’s attitudes before she ever walks into a store to purchase a product.

“A theme that surfaces in the research this year is the diversity of women within the textured-hair market; they span all ethnicities, which tells us that marketing programs and in-store POS need to reflect woman of all backgrounds,” said Julie Rotondo, senior analyst at Phoenix. “Data from the 2016 TextureTrends report also illustrates how brands and retailers are increasingly finding new ways to appeal to these important shoppers. Brands not traditionally targeting the textured-hair consumers are starting to see the potential; and when brands embrace textured-hair marketing initiatives, they see results.”

A sampling of this year’s key findings about the textured-hair consumer include:

• The textured-hair consumer spends, on average, $37 a month on product – 20% more than straight-haired consumers
• 50% continue to buy even after they’ve found their “Holy Grail” product
• 77% cocktail products on a regular basis
• 47% rank reviews as the most important purchasing consideration of a new product
• 44% rank ingredients as the top purchasing consideration of a new product
• 50% say a sample encouraged them to purchase a product
• 54% consider Shea Butter the most desirable ingredient, followed by Argan Oil
• 11% of coily consumers rank frizz as a concern, while 46% of wavies rank it as their top concern
• 42% of women with coily hair wear their hair natural most often

“The 2016 results highlight the power of this consumer in reshaping the hair care landscape, both in terms of greater product availability and the expanded selection at retailers,” said Michelle Breyer, NaturallyCurly co-founder of TextureMedia. “There also has been movement away from viewing this category in terms of ethnicity and focusing more on texture. Texture truly does transcend ethnicity and retailers that do not respond and develop programs focused on highlighting this trend are leaving money on the table.” For an excerpt of the report click here.

​The TextureTrends 2016 report draws from more than 5,000 consumers, including 4,500 textured-hair consumers, and explores many areas of purchasing behavior and product usage, including awareness, spend, retail preferences, and brand loyalty.Since the first report was published in 2011, TextureTrends has become a must-have report for brands and retailers in the category.