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Road to Relevancy: Sensory and Tactile Routes

By: Abby Penning
Posted: June 7, 2011, from the June 2011 issue of GCI Magazine.

page 5 of 5

It’s about creating an entire trusted resource for ethnic hair care consumers. Majeed comments on how even ingredient suppliers have to be ready to sell not just their ingredient innovations, “but complete packages—including studies and commitments that [consider consumers] in the long-term,” he says. “Thus, we believe in exploring the challenges and key drivers of success in the development of sustainable hair care products.” And staying in touch is a key to keeping up in the development of new and desired products. “We keep our finger on the pulse of the industry, because we have to continually reinvent ourselves to stay relevant,” Tollerson says.

Developing products consumers trust and come back to again and again helps build the relationship brand loyalty stems from, but it’s also about brands maintaining a level of innovation that keeps up the same expected level of efficacy. “The faster the end users realize how their hair feels and looks at its optimal level, the quicker they are able to identify when things are off,” Majeed explains.

It is also about seeing the larger picture, as this market segment continues to progress. Durham explains that eventually, he sees a merging of ethnic hair care products into the mainstream selections. “Ultimately, we want to be a brand for everybody,” he says. “We focus on solving hair problems for our customers. Whether that’s fine hair or anti-frizz or something else, all hair suffers from issues, and our approach is to solve those issues, regardless of ethnicity.”