Top 4 Reasons Why The Haircare Industry is lacking Diversity
Consumers of the haircare industry are diverse and require a diverse array of needs. From kinky to straight hair, it seems that the industry only caters for the extremes and even then still lacks so much variety and needs to be aided in understanding recommendations. Haircare plays an important role in blurring lines further to create a diverse beauty industry, but it seems that even the brands that do cater to diverse hair types are few and far between, not to mention difficult to find. Here is how the haircare industry lacks diversity:
Lack of understanding recommendations:
Haircare brands that have been around for years may sell their occasional “for curly hair” products in a poor attempt at accommodating a diverse audience but this is not enough. It comes down to the quality of the product, if these measly product varieties for curly and kinky hair were, first of all, any good, there could be some leeway given. However, brands do not understand the manor of curly or kinky hair which means they do not even understand their recommendations. How can we sell products to an audience we know nothing about? This falls majorly in line with diversity within the brand. Just like make-up brands need to employ people of color to know the different shades of foundation that they should provide, haircare brands must diversify their branding team to gain first-hand insight on the matter. Brands must understand their target audience thoroughly instead of distributing bad-quality products. Curly and kinky hair has different needs and characteristics, it needs different oils and similarly does not need certain oils and serums, it is more prone to drying out and being damaged. Once brands work on understanding their recommendations they will effortlessly produce better quality products.
Niche brands are not normalized:
Yes, there are the saving grace brands that do produce quality authentic haircare products which work amazingly and truly nourish all types of hair. However, they are so difficult for consumers to find, it has become a chore for consumers with curly or kinky hair to find the right brand for them. After trial and error of testing different brands, which, through this process damages their hair, consumers have to take on so much responsibility of researching, firstly the right brand and secondly the ingredients that the products contain. This process makes the shopping experience a dreaded one for consumers when brands should really push for diversity in retail instead of relying on chance and luck to come across an Instagram page of a great brand. Ingredients transparency needs to be cultivated more especially in hair care, consumers need to be able to trust the brand will disclose the ingredients as well as their use and benefits of these ingredients. The future of beauty lies with niche brands that need to be normalized and more easily accessible.
Most of the time consumers cant even afford the products that are good for them:
The biggest irony in any industry is that the more important cause is always the most expensive. This about the cost of healthy food vs junk food. Now think about the cost of great hair care products VS the cost of products that are not at all good for diverse hair types. The only way to really bring change and diversity in the hair care industry is to make the products less costly, wouldn’t it be better to make your products more cost-efficient which will lead to more sales instead of expensive products and selling less?
Show your diversity in you advertising especially:
This is simple, if you want to be a brand that focuses on haircare and supplying haircare to all hair types, you have to make sure that your brand identity properly communicates that. Be bold! use models with beautiful afros, gorgeous curly locks, and even strong bald hair cuts! Consumers will appreciate your authenticity.
Skin Match Technology helps brands in understanding recommendations by supplying A. I solutions like a hair care finder. This A. I help the brand in understanding recommendations by understanding their customers. The Quiz helps customers find their correct hair products, the info you gather as the brand helps understanding recommendations by being able to see what products your consumers are demanding and what hair types they mostly have.
