Black Consumers and Personal Care - US - July 2017
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Black consumers spend slightly less money per household, but a higher percentage of their disposable budget, within the personal care category. Most buy mass produced brands for basic maintenance, but will use prestige and Black consumer targeted brands that have products specially formulated to treat their skin care issues. Black consumers are brand loyal, because they prefer to stick to what works, but can be persuaded using integrated communications to experiment with something new.
For purposes of this Report, Mintel has defined the personal care market as products used for regular grooming and hygiene including the following categories:
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