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Blacks and Personal Care - US - March 2011

It is important that marketers of personal care products that plan to target the African-American market understand the vast differences in Black skincare and haircare needs compared to that of other races. These specific needs are not just related to African Americans but to all people of sub-Saharan African origin. Black Caribbean, Hispanic, African and South American immigrants may share the same skin and hair characteristics. References to the skin and hair care needs of African Americans herein apply to the entire Black population.

Although they have a number of unique skincare challenges in areas such as shaving and anti-aging products, Black consumers are less likely to be impressed by the latest technological advances and more interested in natural products that improve the condition of their skin and hair without causing irritation. This report will answer several questions, including, but not limited to:

  • What are the unique Black skin and hair care needs and how do they differ from those of other ethnic groups?
  • What ingredients are important to Black consumers? What ingredients should they avoid?
  • Are products designed especially for Black consumers important?
  • How important are cultural keywords and images to the Black consumer? And what are those keywords?
  • What advertising messages are most important to African Americans? And which advertisers are getting it right?
  • How important is brand to the Black personal care shopper?
  • What are the differences between how African Americans shop for personal care products versus other races? What lessons can be learned?
  • How effective is cents-off couponing to the purchase of personal care items? And what are the best ways to deliver coupons to this audience?

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Sources
          • Consumer survey data
            • Consumer Expenditure Survey
              • Advertising
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                      • Expenditures on personal care products and services
                        • The African-American personal care consumer
                          • Retail preferences
                            • Haircare
                              • Hair color
                                • Soaps and body wash
                                  • Face, hand and body lotions and mosturizers
                                    • Sun protection/blockers and tanners
                                      • Anti-aging products
                                        • Oral hygiene products
                                          • Feminine products
                                            • Shaving and hair removal
                                              • Children’s personal care products
                                                • Marketing strategies
                                                • Insights and Opportunities

                                                  • The browning of America
                                                    • Leading with cultural insights
                                                      • The suburban migration will influence where and how African Americans shop for personal care products
                                                        • Mass marketers and discounters are increasing urban locations
                                                          • Brands
                                                            • Traditional brands are important
                                                              • Nontraditional brands count
                                                              • Inspire Insights

                                                                  • Trend: “Brand review”
                                                                  • Expenditure on Personal Care by Black Consumers

                                                                    • Key points
                                                                      • Category expenditures
                                                                        • Personal care expenditures down slightly among Black CUs
                                                                          • Figure 1: Average annual expenditures—Black CUs, by expenditure category, 2002-10
                                                                        • Non-Black CUs are spending more on personal care products
                                                                          • Figure 2: Average annual expenditures—non-Black CUs, by expenditure category, 2002-10
                                                                        • Black CUs spend slightly more of their disposable income on personal care items compared with non-Black CUs
                                                                          • Figure 3: Average annual distribution of expenditures, by categories—Black vs. non-Black CUs, 2008
                                                                      • The Black Personal Care Consumer

                                                                        • Key points
                                                                          • Value of personal care products designed for Black consumers
                                                                            • Skincare messaging should address Black skin problems
                                                                              • Ethnic haircare products are important to most Black consumers
                                                                                • Figure 4: Use of ethnic personal care products, by gender, October 2010
                                                                              • Importance of product benefits to Black adults
                                                                                  • Figure 5: Level of interest in personal care products that offer benefits, by age and gender, October 2010
                                                                                • Belief in product claims
                                                                                  • Younger Black women believe most product claims
                                                                                    • Figure 6: Belief in claims of personal care products, by age and gender, August 2010
                                                                                  • Multifunctional products
                                                                                      • Figure 7: Likelihood of purchasing multifunctional products, by age, October 2010
                                                                                    • It depends on the product—and gender
                                                                                        • Figure 8: Likelihood of purchasing multifunctional products, by age, October 2010
                                                                                      • Household income alone has a minor impact on interest
                                                                                        • Figure 9: Likelihood of purchasing multifunctional products, by household income, October 2010
                                                                                    • Retail Preferences

                                                                                      • Key points
                                                                                        • Retail preferences for personal care products
                                                                                          • Is couponing effective among Black personal care shoppers?
                                                                                            • Most Black adults shop at mass merchandisers and discount stores
                                                                                              • Online purchasing levels are highest among younger Black adults
                                                                                                • Figure 10: Type of retailer where Black consumers purchase body and facial products, by age and gender, October 2010
                                                                                              • Income is not a major factor in retailer preference
                                                                                                • Figure 11: Type of retailer where Black consumers purchase body and face products, by gender and household income, October 2010
                                                                                              • Retail preferences for haircare products
                                                                                                • Black women prefer beauty supply stores for haircare products
                                                                                                  • Target stores are becoming a game-changer in Black haircare
                                                                                                    • Figure 12: Type of retailer where Black consumers purchase haircare products, by age and gender, October 2010
                                                                                                  • Factors that influence personal care product choices
                                                                                                    • Oily skin, dry skin and dry hair
                                                                                                      • Price is important but other factors count
                                                                                                        • Figure 13: Factors that influence consumer choices of personal care products, by gender, October 2010
                                                                                                      • Regardless of household income, price is important
                                                                                                        • Figure 14: Factors that influence consumer choices of personal care products, by household income, October 2010
                                                                                                    • Haircare

                                                                                                      • Key points
                                                                                                        • Black hair—an overview
                                                                                                          • Natural haircare for Black men and women
                                                                                                            • Haircare product usage
                                                                                                              • Black consumers less likely to use shampoo compared with other racial groups
                                                                                                                  • Figure 15: Usage of haircare products by race/Hispanic origin, July 2009-Sept. 2010
                                                                                                                • Fewer Black men use shampoo compared to women
                                                                                                                  • Figure 16: Shampoo usage by Black adults, by gender, July 2009-Sept. 2010
                                                                                                                • Haircare products designed for African Americans
                                                                                                                  • Figure 17: Usage of haircare products designed specifically for African Americans, October 2010
                                                                                                                • Changes in purchasing behavior—haircare products
                                                                                                                  • Brand is still important
                                                                                                                    • Black women are less willing to ‘trade down’
                                                                                                                      • Figure 18: Changes in purchasing behavior of haircare products by Black consumers, by gender, October 2010
                                                                                                                    • Household income has little impact on brand preferences
                                                                                                                      • Figure 19: Changes in purchasing behavior of haircare products by Black consumers, by household income, October 2010
                                                                                                                    • Types of haircare products used by Black consumers
                                                                                                                      • Figure 20: Haircare product usage by Black consumers, by age and gender, July 2009-Sept. 2010
                                                                                                                    • Preferred shampoo brands
                                                                                                                      • Figure 21: Shampoo brand usage by race/Hispanic origin, July 2009-Sept. 2010
                                                                                                                    • African American shampoo usage and brand preference
                                                                                                                      • Figure 22: Shampoo usage by Black adults, by age and gender, July 2009-Sept. 2010
                                                                                                                      • Figure 23: Shampoo usage by type, Black adults by age and gender, July 2009-Sept. 2010
                                                                                                                    • Preferred shampoo brands by Black consumers
                                                                                                                      • Figure 24: Top brands of shampoo used by Black adults, by gender, July 2009-Sept. 2010
                                                                                                                    • Preferred hair conditioner/treatment brands
                                                                                                                      • Figure 25: Top brands of conditioner/treatment used, by race/Hispanic origin, July 2009-Sept. 2010
                                                                                                                    • Hair conditioner/treatment products are used primarily by Black women
                                                                                                                      • Figure 26: Conditioner usage by Black adults, by gender, July 2009-Sept. 2010
                                                                                                                    • Lower income equals higher use of home hair conditioner/treatment products
                                                                                                                      • Figure 27: Conditioner usage by Black adults, by household income, July 2009-Sept. 2010
                                                                                                                    • ‘Deep conditioning’ is a very important product benefit to Black women
                                                                                                                      • Figure 28: Conditioner/treatment usage by type, Black adults by gender, July 2009-Sept. 2010
                                                                                                                    • Pantene Pro-V favored among Black women who use traditional brands
                                                                                                                      • Figure 29: Conditioner/treatment brand usage, Black adults, by gender, July 2009-Sept. 2010
                                                                                                                    • Preferred hair styling gel/cream/lotion brands
                                                                                                                      • Figure 30: Type of hair styling gels/creams/lotions used and usage in the last seven days, by race/Hispanic origin, July 2009-Sept. 2010
                                                                                                                    • Black women use styling products at the same rate as all women, but not the men
                                                                                                                      • Figure 31: Hair styling gels/creams/lotions usage by Black adults, by gender and race, July 2009-Sept 2010
                                                                                                                      • Figure 32: Hair styling gels/creams/lotions, Black Adults, by gender, July 2009-Sept. 2010
                                                                                                                    • Home hair-coloring products
                                                                                                                      • Figure 33: Conditioner usage by adults, by race/Hispanic origin, July 2009-Sept. 2010
                                                                                                                      • Figure 34: Type of hair coloring products used and usage in the past 12 months, by race/Hispanic origin, July 2009-Sept 2010
                                                                                                                    • Only one-quarter of Black women color their hair at home
                                                                                                                      • Figure 35: Type of hair coloring products used and usage by Black adults in the past 12 months, by gender, July 2009-Sept. 2010
                                                                                                                    • Dark and Lovely hair color is the overwhelming choice of African-American women
                                                                                                                      • Figure 36: Home hair color brand usage, Black Adults, July 2009-Sept. 2010
                                                                                                                  • Soaps and Body Wash

                                                                                                                    • Key points
                                                                                                                      • Usage of soaps and body washes
                                                                                                                        • Figure 37: Household usage of bar soap, liquid had soap, and body wash, by race/Hispanic origin, July 2009-Sept. 2010
                                                                                                                      • Younger Black men tend to use body wash
                                                                                                                        • Figure 38: Household usage of bar soap, liquid had soap and body wash, Black adults, by age and gender, July 2009-Sept. 2010
                                                                                                                      • Liquid hand soap and body wash use is influenced by household income
                                                                                                                        • Figure 39: Household usage of bar soap, liquid had soap and body wash, Black adults, by household income, July 2009-Sept. 2010
                                                                                                                      • Bar soap usage
                                                                                                                        • Figure 40: Household usage of bar soap, by race/Hispanic origin, July 2009-Sept. 2010
                                                                                                                        • Figure 41: Type of bar soap used by Black adults, by gender, July 2009-Sept. 2010
                                                                                                                      • Changes in purchasing behavior
                                                                                                                        • Black consumers still buy brand name products regardless of income
                                                                                                                          • Figure 42: Changes in purchasing behavior of soap and bodywaxh products, by Black consumers, by household income, October 2010
                                                                                                                        • Preferred bar soap brands
                                                                                                                          • Tone brand is more than three times as popular among African Americans
                                                                                                                            • Figure 43: Bar soap brands used by households, by race/Hispanic origin, July 2009-Sept. 2010
                                                                                                                          • Dove and Dial brands most popular with Black women
                                                                                                                            • Figure 44: Bar soap brands used by Black adults, by gender, July 2009-Sept. 2010
                                                                                                                          • Preferred liquid hand soap brands
                                                                                                                            • Black consumers are as willing to use store brand liquid hand soaps as other ethnic groups
                                                                                                                              • Figure 45: Brands of liquid hand soap used by households, by race/Hispanic origin, July 2009-Sept. 2010
                                                                                                                            • Black women are more willing to use store brands than Black men
                                                                                                                              • Figure 46: Brands of liquid hand soap used by Black households, by gender, July 2009-Sept. 2010
                                                                                                                            • Preferred body wash brands
                                                                                                                              • Scented body wash products are popular among African Americans
                                                                                                                                • Figure 47: Brands of body wash used by households, by race/Hispanic origin, July 2009-Sept 2010
                                                                                                                              • Gentle, moisturizing, and smells good
                                                                                                                                • Figure 48: Top brands of body wash used by Black households, by gender, July 2009-Sept. 2010
                                                                                                                            • Face, Hand, and Body Lotions and Moisturizers

                                                                                                                              • Key points
                                                                                                                                • The quest for moisture
                                                                                                                                  • More African Americans use moisturizers/creams/lotions compared to other ethnic groups
                                                                                                                                    • Figure 49: Usage and frequency of moisturizers/creams/lotions, by race/Hispanic origin, July 2009-Sept. 2010
                                                                                                                                  • Black women are more likely to use moisturizers/creams/lotion than men
                                                                                                                                    • Figure 50: Usage and frequency of moisturizers/creams/lotions by Black adults, by age and gender, July 2009-Sept. 2010
                                                                                                                                  • Anti-aging products—a growth segment
                                                                                                                                    • Fewer than one-quarter of Black women use lotions with sunscreen or anti-aging properties
                                                                                                                                      • Figure 51: Type of moisturizers/creams/lotions used by Black adults, by gender, July 2009-Sept. 2010
                                                                                                                                    • Black consumers use a wide variety of facial cleansing/medicated products/toners
                                                                                                                                      • Figure 52: Usage and type of facial cleansing/medicated prods/toners used, by race/Hispanic origin, July 2009-Sept. 2010
                                                                                                                                    • Black men use products that address issues with their complexion
                                                                                                                                      • Figure 53: Usage and type of facial cleansing/medicated prods/toners by Black adults, by gender, July 2009-Sept. 2010
                                                                                                                                    • Facial and body care products designed for African Americans
                                                                                                                                      • Figure 54: Usage of facial and body care products designed specifically for African Americans, October 2010
                                                                                                                                    • Changes in facial and body care purchasing behavior
                                                                                                                                      • Black women stick with their favorite hand and body lotion brands
                                                                                                                                        • Figure 55: Changes in purchasing behavior of hand and body lotion by Black consumers, by gender and household income, October 2010
                                                                                                                                      • Black women with less than $50K in household income are trading down
                                                                                                                                        • Figure 56: Changes in purchasing behavior of facial cleansers, moisturizers, and acne products by Black consumers, by gender and household income, October 2010
                                                                                                                                      • Preferred body care brands
                                                                                                                                        • More Black adults prefer Vaseline Intensive Care lotion than any other ethnic group
                                                                                                                                          • Figure 57: Top brands of moisturizers/creams/lotions used by consumers, by race/Hispanic origin, July 2009-Sept. 2010
                                                                                                                                        • Vaseline Intensive Care is a household favorite regardless of income
                                                                                                                                          • Figure 58: Top brands of moisturizers/creams/lotions used by Black adults, by household income, July 2009-Sept. 2010
                                                                                                                                        • Preferred facial cleansing/medicated products/toner brands
                                                                                                                                          • Figure 59: Top brands of facial cleansing/medicated prods/toners used by Black households, by gender, July 2009-Sept. 2010
                                                                                                                                        • Many Black adults still need to treat acne regardless of age
                                                                                                                                          • Figure 60: Top brands of facial cleansing/medicated prods/toners used by Black adults, by age, July 2009-Sept. 2010
                                                                                                                                      • Deodorants and Antiperspirants

                                                                                                                                        • Key points
                                                                                                                                          • Deodorant and antiperspirant use
                                                                                                                                            • Figure 61: Usage and frequency of deodorants and antiperspirants, by race/Hispanic origin, July 2009-Sept. 2010
                                                                                                                                          • Types of deodorant and antiperspirants used
                                                                                                                                            • African Americans overwhelmingly prefer scented deodorants
                                                                                                                                              • Figure 62: Usage and type of deodorants and antiperspirants by Black adults, by age and gender, July 2009-Sept. 2010
                                                                                                                                            • Changes in purchasing behavior
                                                                                                                                              • Virtually no change despite the economic downturn
                                                                                                                                                • Figure 63: Changes in purchasing behavior of deodorants and antiperspirants by Black consumers, by gender, October 2010
                                                                                                                                              • Preferred deodorant and antiperspirant brands
                                                                                                                                                • More Black adults use Degree and Secret deodorants and antiperspirants
                                                                                                                                                  • Figure 64: Top brands of deodorants and antiperspirants used by consumers, by race/Hispanic origin, July 2009-Sept. 2010
                                                                                                                                                • Degree brand is highly popular among Black men and women 18-34
                                                                                                                                                  • Figure 65: Top brands of deodorants and antiperspirants used by Black consumers, by age and gender, July 2009-Sept. 2010
                                                                                                                                              • Sun Protection/Blockers and Tanners

                                                                                                                                                • Key points
                                                                                                                                                  • The need for sun protection for Black skin should be emphasized
                                                                                                                                                    • Likelihood of usage and product type
                                                                                                                                                      • Figure 66: Usage of sun protector/blockers and tanners and types of sun protectors/blockers used, by race/Hispanic origin, July 2009-Sept. 2010
                                                                                                                                                    • Black women more likely to appreciate the dangers of unprotected sun exposure
                                                                                                                                                      • Figure 67: Usage and of sun protector/blockers and tanners and type of sun protectors/blockers used, by gender, July 2009-Sept. 2010
                                                                                                                                                    • Changes in purchasing behavior
                                                                                                                                                      • Black adults who purchase sun protection products unwilling to trade down to less expensive brands
                                                                                                                                                        • Figure 68: Changes in purchasing behavior of sun protectors/blockers and tanners by Black consumers, by age, October 2010
                                                                                                                                                      • Preferred suntan/sunscreen/after sun/sunless tanning brands
                                                                                                                                                        • More Black consumers use nontraditional sun product brands
                                                                                                                                                          • Figure 69: Top brands of suntan/sunscreen, after sun, and sunless tanning products used by consumers, by race/Hispanic origin, July 2009-Sept. 2010
                                                                                                                                                        • More Black women prefer Coppertone products
                                                                                                                                                          • Figure 70: Top brands of suntan/sunscreen, after sun, and sunless tanning products used, Black adults, by gender, July 2009-Sept. 2010
                                                                                                                                                      • Oral Hygiene Products

                                                                                                                                                        • Key points
                                                                                                                                                          • Oral hygiene product use
                                                                                                                                                            • Figure 71: Usage of toothpaste, mouthwash/dental rinse, and teeth whiteners, by race/Hispanic origin, July 2009-Sept. 2010
                                                                                                                                                          • More Black women use toothpaste/dental rinse/teeth whiteners compared to Black men
                                                                                                                                                            • Figure 72: Usage of toothpaste, mouthwash/dental rinse, and teeth whiteners, Black adults by gender, July 2009-Sept. 2010
                                                                                                                                                          • Frequency of dental care product use
                                                                                                                                                            • Figure 73: Frequency of usage of toothpaste, mouthwash/dental rinse, by race/Hispanic origin, July 2009-Sept. 2010
                                                                                                                                                          • Black women use toothpaste more frequently than Black men across all age groups
                                                                                                                                                            • Figure 74: Frequency of usage of toothpaste, mouthwash/dental rinse, Black adults, by gender and age, July 2009-Sept. 2010
                                                                                                                                                          • Types of toothpastes used
                                                                                                                                                            • Whitening toothpaste low among Black men and women aged 55+
                                                                                                                                                              • Figure 75: Types of toothpaste, mouthwash/dental rinse, Black adults, by gender and age, July 2009-Sept. 2010
                                                                                                                                                            • Changes in purchasing behavior
                                                                                                                                                              • Low-income and affluent households, are the most likely to trade down
                                                                                                                                                                • Figure 76: Changes in purchasing behavior of toothpaste/mouthwash by Black consumers, by household income, October 2010
                                                                                                                                                              • Preferred toothpaste brands
                                                                                                                                                                • Black consumers use a variety of toothpaste brands
                                                                                                                                                                  • Figure 77: Top brands of toothpaste used by consumers, by race/Hispanic origin, July 2009-Sept. 2010
                                                                                                                                                                • Preferred mouthwash/dental rinse brands
                                                                                                                                                                  • Blacks over index on leading brand Listerine
                                                                                                                                                                    • Figure 78: Top brands of mouthwash/dental rinse used by consumers, by race/Hispanic origin, July 2009-Sept. 2010
                                                                                                                                                                  • Listerine Cool Mint (blue) and Original (gold) top mouthwash brands among African Americans
                                                                                                                                                                    • Figure 79: Top brands of mouthwash/dental rinse used by Black adults, by age and gender, July 2009-Sept. 2010
                                                                                                                                                                • Feminine Products

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Feminine product usage
                                                                                                                                                                      • Tampon usage lower among all ethnic women compared to White women
                                                                                                                                                                        • Figure 80: Usage of pantiliners/shields, sanitary pads and napkins, and tampons, by race/Hispanic origin and age, July 2009-Sept. 2010
                                                                                                                                                                      • Black women aged 55+ still use pantiliners/shields/sanitary pads/tampons
                                                                                                                                                                        • Figure 81: Usage of pantiliners/shields, sanitary pads and napkins, and tampons, Black women, by age, July 2009-Sept. 2010
                                                                                                                                                                      • Types of feminine products used
                                                                                                                                                                        • Pantiliners/shields
                                                                                                                                                                          • Figure 82: Types of pantiliners/shields used by Black women, by age, July 2009-Sept. 2010
                                                                                                                                                                        • Most Black women who wear sanitary napkins prefer products without wings
                                                                                                                                                                          • Figure 83: Types of sanitary pads/napkins used by Black women, by age, July 2009-Sept. 2010
                                                                                                                                                                        • Most Black women prefer nondeodorant tampons
                                                                                                                                                                          • Figure 84: Types of tampons used by Black women, by age, July 2009-Sept. 2010
                                                                                                                                                                        • Changes in purchasing behavior
                                                                                                                                                                          • Black women with household income less than $35K more willing to use less expensive feminine products
                                                                                                                                                                            • Figure 85: Changes in purchasing behavior of feminine protection products by Black women consumers, by household income, October 2010
                                                                                                                                                                          • Preferred pantiliner/shield brands
                                                                                                                                                                            • The top two panty shield brands among all consumers are the preferred brands among Black women
                                                                                                                                                                              • Figure 86: Brands of pantiliners/shields, usage by race/Hispanic origin, July 2009-Sept. 2010
                                                                                                                                                                            • Always pantiliners/shields are the first choice among Black women
                                                                                                                                                                              • Figure 87: Brands of pantiliners/shields, Black women, usage by age, July 2009-Sept. 2010
                                                                                                                                                                            • Preferred sanitary pad and napkin brands
                                                                                                                                                                              • More Black women use Always and Stayfree products compared to other ethnic groups
                                                                                                                                                                                • Figure 88: Brands of sanitary pads and napkins used by consumers, by race/Hispanic origin, July 2009-Sept. 2010
                                                                                                                                                                              • Always brand is strong among young Black women aged 18-34
                                                                                                                                                                                • Figure 89: Brands of sanitary pads and napkins by Black women, by age, July 2009-Sept. 2010
                                                                                                                                                                              • Preferred tampon brands
                                                                                                                                                                                • More Black women use Playtex, Kotex, and O.B. brands compared to other ethnic women
                                                                                                                                                                                  • Figure 90: Brands of tampons used by consumers, by race/Hispanic origin, July 2009-Sept. 2010
                                                                                                                                                                                • O.B. tampon use is highest among young Black women ages 18-34
                                                                                                                                                                                  • Figure 91: Brands of tampons used by Black women, by age, July 2009-Sept. 2010
                                                                                                                                                                              • Shaving and Hair Removal

                                                                                                                                                                                • Key points
                                                                                                                                                                                  • Shaving product use
                                                                                                                                                                                    • Black men and women less likely to shave than other ethnic groups
                                                                                                                                                                                      • Figure 92: Likelihood of usage of shaving products, by race/Hispanic origin, July 2009-Sept. 2010
                                                                                                                                                                                    • Slightly more Black women use disposable razors compared to Black men
                                                                                                                                                                                      • Figure 93: Likelihood of usage of shaving products by Black adults, by age and gender, July 2009-Sept. 2010
                                                                                                                                                                                    • Frequency of shaving product use
                                                                                                                                                                                      • Black adults who shave do so as frequently as Whites and Asians
                                                                                                                                                                                        • Figure 94: Frequency of use of disposable razors/shavers and razor blades for non-disposable shavers, race/Hispanic origin, July 2009-Sept. 2010
                                                                                                                                                                                      • Women who shave do so less frequently than men
                                                                                                                                                                                        • Figure 95: Frequency of use of disposable razors/shavers and razor blades for non-disposable shavers, Black adults by gender, July 2009-Sept. 2010
                                                                                                                                                                                      • Changes in shaving supplies purchasing behavior
                                                                                                                                                                                        • Black women more willing to trade down to store brands to save money
                                                                                                                                                                                          • Figure 96: Changes in purchasing behavior of shaving supplies and razors/creams by Black consumers, by household income and gender, October 2010
                                                                                                                                                                                        • Preferred disposable razor/shaver brands
                                                                                                                                                                                          • Black shavers over index in their preference for Bic disposables
                                                                                                                                                                                            • Figure 97: Top brands of disposable razors/shavers used by consumers, by race/Hispanic origin, July 2009-Sept. 2010
                                                                                                                                                                                          • Black women younger than 55 years old tend to prefer Gillette disposables
                                                                                                                                                                                            • Figure 98: Top brands of disposable razors/shavers used by Black adults, by gender and age, July 2009-Sept. 2010
                                                                                                                                                                                          • Preferred nondisposable shaver brands
                                                                                                                                                                                            • Among nondisposables, more than two-thirds of Black consumer choose Gillette
                                                                                                                                                                                              • Figure 99: Top brands of razor blades (for non-disposable shavers) used by consumers, by race/Hispanic origin, July 2009-Sept. 2010
                                                                                                                                                                                            • Gillette Fusion most popular Among Black men who use nondisposables
                                                                                                                                                                                              • Figure 100: Top brands of razor blades (for non-disposable shavers) used by Black consumers, by age and gender, July 2009-Sept. 2010
                                                                                                                                                                                            • Preferred electric/battery shaver brands
                                                                                                                                                                                              • Wahl’s ‘bump free’ product line is popular among Black consumers
                                                                                                                                                                                                • Figure 101: Brands of electric/battery shavers used by consumers, by race/Hispanic origin, July 2009-Sept. 2010
                                                                                                                                                                                              • Norelco brand is most popular followed closely by Wahl among Black men who use electric shavers
                                                                                                                                                                                                • Figure 102: Brands of electric/battery shavers used by Black adults, by gender, July 2009-Sept. 2010
                                                                                                                                                                                              • Preferred shaving cream or gel brands
                                                                                                                                                                                                • Figure 103: Brands of shaving cream or gel used by consumers, by race/Hispanic origin, July 2009-Sept. 2010
                                                                                                                                                                                              • Edge shaving gel in second place among Black men
                                                                                                                                                                                                • Figure 104: Brands of shaving cream or gel used by Black adults, by gender and age, July 2009-Sept. 2010
                                                                                                                                                                                            • Children’s Personal Care Products

                                                                                                                                                                                              • Key points
                                                                                                                                                                                                • Use of children’s care products
                                                                                                                                                                                                  • Use of baby products is higher in Black households
                                                                                                                                                                                                    • Figure 105: Household usage of baby oil and baby lotion, baby wash and bath products, and baby/children’s shampoo, by race/Hispanic origin, July 2009-Sept. 2010
                                                                                                                                                                                                  • Baby personal care products are not just for babies
                                                                                                                                                                                                    • Figure 106: Household usage of baby oil and baby lotion, baby wash and bath products, and baby/children’s shampoo, all households and Black households, w/children vs. w/no children, July 2009-Sept. 2010
                                                                                                                                                                                                  • Nearly two-thirds of young Black men ages 18-34 use baby oils and lotions
                                                                                                                                                                                                    • Figure 107: Black household usage of baby oil and baby lotion, baby wash and bath products, and baby/children’s shampoo, by age and gender, July 2009-Sept. 2010
                                                                                                                                                                                                  • Preferred baby care brands
                                                                                                                                                                                                    • Johnson’s baby products is the preferred brand by Black households
                                                                                                                                                                                                      • Figure 108: Brand of baby oil and baby lotion purchased by all households and Black households, w/children vs. w/no children, July 2009-Sept. 2010
                                                                                                                                                                                                    • Little difference in brand preference between men and women
                                                                                                                                                                                                      • Figure 109: Brand of baby oil and baby lotion purchased by Black households, by gender, July 2009-Sept. 2010
                                                                                                                                                                                                    • Preferred baby wash and bath product brands
                                                                                                                                                                                                      • Figure 110: Brand of baby wash and bath products purchased by all households and Black households, w/children vs. w/no children, July 2009-Sept. 2010
                                                                                                                                                                                                    • Preference for baby wash brands not tied to presence (or absence) of children in Black households
                                                                                                                                                                                                      • Figure 111: Brand of baby wash and bath products used, by gender, July 2009-Sept. 2010
                                                                                                                                                                                                    • Preferred baby/children's shampoo brands
                                                                                                                                                                                                      • Figure 112: Brand of baby/children’s shampoos used by households, by all households and Black households, w/children vs. w/no children, July 2009-Sept. 2010
                                                                                                                                                                                                  • Marketing Strategies

                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                      • Television
                                                                                                                                                                                                        • Leading with cultural insights
                                                                                                                                                                                                          • Gillette
                                                                                                                                                                                                            • Figure 113: Gillette Fusion ProGlide – Invasion, TV ad, June 2010
                                                                                                                                                                                                            • Figure 114: Gillette Venus – Embrace, TV ad, March 2010
                                                                                                                                                                                                          • Dove
                                                                                                                                                                                                            • Figure 115: Dove, Men+Care – Wake up your skin, TV ad, February 2010
                                                                                                                                                                                                            • Figure 116: Dove Cream Oil Body Wash – The Last Bottle, TV ad, March 2010
                                                                                                                                                                                                          • Crest
                                                                                                                                                                                                            • Figure 117: Crest – Interview, TV ad, March 2010
                                                                                                                                                                                                            • Figure 118: Crest Pro-Health Multi-Protection Rinse – Refreshing Clean Mint, TV ad, June 2010
                                                                                                                                                                                                          • Print advertising
                                                                                                                                                                                                            • Placement is everything
                                                                                                                                                                                                              • Colgate
                                                                                                                                                                                                                • Figure 119: Colgate, diabetes, magazine ad
                                                                                                                                                                                                              • Secret
                                                                                                                                                                                                                • Figure 120: Secret lavender essence magazine ad
                                                                                                                                                                                                              • Johnson & Johnson
                                                                                                                                                                                                                • Figure 121: Johnson & Johnson, Baby oil, magazine ad
                                                                                                                                                                                                              • Bigen
                                                                                                                                                                                                                • Figure 122: Bigen semi-permanent hair color, magazine ad
                                                                                                                                                                                                              • Online
                                                                                                                                                                                                                • Dove campaign for real beauty
                                                                                                                                                                                                                  • Dove self-esteem campaigns
                                                                                                                                                                                                                    • BrownSkin.net
                                                                                                                                                                                                                    • Cluster Analysis

                                                                                                                                                                                                                        • Disinterested, Non-Believers
                                                                                                                                                                                                                          • Demographics
                                                                                                                                                                                                                            • Characteristics
                                                                                                                                                                                                                              • Opportunities
                                                                                                                                                                                                                                • Needy Hair or Skin
                                                                                                                                                                                                                                  • Demographics
                                                                                                                                                                                                                                    • Characteristics
                                                                                                                                                                                                                                      • Opportunities
                                                                                                                                                                                                                                        • African American-Centric
                                                                                                                                                                                                                                          • Demographics
                                                                                                                                                                                                                                            • Characteristics
                                                                                                                                                                                                                                              • Opportunities
                                                                                                                                                                                                                                                • Characteristic tables
                                                                                                                                                                                                                                                  • Figure 123: Black personal care clusters, October 2010
                                                                                                                                                                                                                                                  • Figure 124: Preference for clinically tested products, black personal care clusters, October 2010
                                                                                                                                                                                                                                                  • Figure 125: Interest in personal care product benefits, by Black personal care clusters, October 2010
                                                                                                                                                                                                                                                  • Figure 126: Level of belief in product claims, by Black personal care clusters, October 2010
                                                                                                                                                                                                                                                  • Figure 127: Changes in purchasing behavior, by Black personal care clusters, October 2010
                                                                                                                                                                                                                                                  • Figure 128: Factors considered when purchasing personal care products, by Black personal care clusters, October 2010
                                                                                                                                                                                                                                                  • Figure 129: Use of specially designed products, by Black personal care clusters, October 2010
                                                                                                                                                                                                                                                • Demographic tables
                                                                                                                                                                                                                                                  • Figure 130: Black personal care clusters, by gender, October 2010
                                                                                                                                                                                                                                                  • Figure 131: Black personal care clusters, by age, October 2010
                                                                                                                                                                                                                                                  • Figure 132: Black personal care clusters, by household income, October 2010
                                                                                                                                                                                                                                                  • Figure 133: Black personal care clusters, by education, October 2010
                                                                                                                                                                                                                                                  • Figure 134: Black personal care clusters, by employment status, October 2010
                                                                                                                                                                                                                                                • Cluster methodology
                                                                                                                                                                                                                                                • U.S. Black Population

                                                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                                                    • U.S. population by race/Hispanic origin
                                                                                                                                                                                                                                                      • Figure 135: U.S. population, by race and Hispanic origin, 2005-15
                                                                                                                                                                                                                                                      • Figure 136: Population, by race/Hispanic origin, 1970-2020
                                                                                                                                                                                                                                                      • Figure 137: Asian, Black, and Hispanic populations, 1970-2020
                                                                                                                                                                                                                                                    • U.S. Black population
                                                                                                                                                                                                                                                      • Black population by age
                                                                                                                                                                                                                                                        • Figure 138: U.S. Black population, by age, 2005-15
                                                                                                                                                                                                                                                      • U.S. Black geographic concentration
                                                                                                                                                                                                                                                        • Figure 139: Black geographic concentration, by region, 2007
                                                                                                                                                                                                                                                      • Black population by state
                                                                                                                                                                                                                                                        • Figure 140: States with largest Black population, 2008
                                                                                                                                                                                                                                                        • Figure 141: States with the highest share of Black residents, 2008
                                                                                                                                                                                                                                                      • Black metros
                                                                                                                                                                                                                                                        • Figure 142: Metropolitan status of Black households, 2001 and 2007
                                                                                                                                                                                                                                                        • Figure 143: Top 10 metropolitan areas with the largest number of Black residents, 2006-08
                                                                                                                                                                                                                                                      • Black purchasing power
                                                                                                                                                                                                                                                        • Black income
                                                                                                                                                                                                                                                          • Figure 144: Household income distribution for all households and Black households, 2008
                                                                                                                                                                                                                                                        • Income of Black households versus total U.S. households
                                                                                                                                                                                                                                                          • Figure 145: Share of Black households with incomes of $50K or more versus total U.S. households, 2002 and 2008
                                                                                                                                                                                                                                                        • Purchasing power by race/Hispanic origin
                                                                                                                                                                                                                                                          • Figure 146: Purchasing power, by race/Hispanic origin, 2008
                                                                                                                                                                                                                                                          • Figure 147: Top 10 states with the largest share of Black buying power, 2008
                                                                                                                                                                                                                                                          • Figure 148: Top 10 states, by rate of growth of Black buying power, 1990-2008
                                                                                                                                                                                                                                                        • Black households
                                                                                                                                                                                                                                                          • Figure 149: Average household size, by race/Hispanic origin/race of householder, 2001 and 2008
                                                                                                                                                                                                                                                        • Country of origin/heritage
                                                                                                                                                                                                                                                          • African immigrants
                                                                                                                                                                                                                                                              • Figure 150: U.S. immigrants, baccalaureate and advanced degrees, by continent/region of origin, 2000
                                                                                                                                                                                                                                                            • Caribbean immigrants
                                                                                                                                                                                                                                                              • Top five countries of origin
                                                                                                                                                                                                                                                                • Geographic location
                                                                                                                                                                                                                                                                  • Neighborhood characteristics
                                                                                                                                                                                                                                                                  • Appendix—Additional Consumer Tables

                                                                                                                                                                                                                                                                      • Figure 151: Total U.S. expenditures by black consumer units for personal care products and services, at current prices, 2005-10
                                                                                                                                                                                                                                                                      • Figure 152: Total U.S. expenditures by black consumer units for personal care products and services, at inflation-adjusted prices, 2005-10
                                                                                                                                                                                                                                                                      • Figure 153: Total U.S. expenditures by black consumer units for personal care products and services, by segment, at current prices, 2005-10
                                                                                                                                                                                                                                                                      • Figure 154: Changes in purchasing behavior of body and hand lotion by Black consumers, by gender and household income, October 2010
                                                                                                                                                                                                                                                                      • Figure 155: Brands of moisturizers/creams/lotions used by Black households, by gender, July 2009-Sept. 2010
                                                                                                                                                                                                                                                                  • Appendix—Trade Associations

                                                                                                                                                                                                                                                                    Companies Covered

                                                                                                                                                                                                                                                                    • American Academy of Dermatology
                                                                                                                                                                                                                                                                    • American Health and Beauty Aids Institute (AHBAI)
                                                                                                                                                                                                                                                                    • Avon USA
                                                                                                                                                                                                                                                                    • Bath & Body Works
                                                                                                                                                                                                                                                                    • Braun GmbH
                                                                                                                                                                                                                                                                    • Centers for Disease Control and Prevention
                                                                                                                                                                                                                                                                    • Church & Dwight Co. Inc
                                                                                                                                                                                                                                                                    • Clinique Laboratories, Inc.
                                                                                                                                                                                                                                                                    • Colgate-Palmolive Company
                                                                                                                                                                                                                                                                    • Conair Corporation
                                                                                                                                                                                                                                                                    • CVS Caremark Corporation
                                                                                                                                                                                                                                                                    • Dial Corporation, The
                                                                                                                                                                                                                                                                    • Dillard's, Inc
                                                                                                                                                                                                                                                                    • Gerber Products Company
                                                                                                                                                                                                                                                                    • Global Gillette
                                                                                                                                                                                                                                                                    • Jergens Naturals
                                                                                                                                                                                                                                                                    • Johnson & Johnson
                                                                                                                                                                                                                                                                    • Kmart Corporation
                                                                                                                                                                                                                                                                    • Kohl's Corporation
                                                                                                                                                                                                                                                                    • L'Oréal Canada
                                                                                                                                                                                                                                                                    • L'Oréal USA
                                                                                                                                                                                                                                                                    • Luster Products Co.
                                                                                                                                                                                                                                                                    • Macy's, Inc.
                                                                                                                                                                                                                                                                    • Mary Kay Inc.
                                                                                                                                                                                                                                                                    • McDonald's U.S.A.
                                                                                                                                                                                                                                                                    • National Association of Chain Drug Stores (NACDS)
                                                                                                                                                                                                                                                                    • Neutrogena Corporation
                                                                                                                                                                                                                                                                    • Nivea
                                                                                                                                                                                                                                                                    • Olay Company, Inc.
                                                                                                                                                                                                                                                                    • P&G-Clairol, Inc.
                                                                                                                                                                                                                                                                    • Panasonic Corporation of North America
                                                                                                                                                                                                                                                                    • Personal Care Products Council
                                                                                                                                                                                                                                                                    • Playtex Products Inc
                                                                                                                                                                                                                                                                    • Procter & Gamble USA
                                                                                                                                                                                                                                                                    • Professional Beauty Association (PBA)
                                                                                                                                                                                                                                                                    • Remington Products Company LLC
                                                                                                                                                                                                                                                                    • Revlon USA
                                                                                                                                                                                                                                                                    • Sally Beauty Company, Inc.
                                                                                                                                                                                                                                                                    • Skin Cancer Foundation
                                                                                                                                                                                                                                                                    • SoftSheen Carson
                                                                                                                                                                                                                                                                    • Target Corporation
                                                                                                                                                                                                                                                                    • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                                                                    • U.S. Bureau of the Census
                                                                                                                                                                                                                                                                    • U.S. Department of Homeland Security
                                                                                                                                                                                                                                                                    • Ulta Salon, Cosmetics & Fragrance, Inc.
                                                                                                                                                                                                                                                                    • Wahl Clipper Corp
                                                                                                                                                                                                                                                                    • Walgreen Co
                                                                                                                                                                                                                                                                    • Walmart Stores (USA)
                                                                                                                                                                                                                                                                    • Wella Professional
                                                                                                                                                                                                                                                                    • YouTube, Inc.

                                                                                                                                                                                                                                                                    Blacks and Personal Care - US - March 2011

                                                                                                                                                                                                                                                                    £3,199.84 (Excl.Tax)