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Consumer-driven Change

By: Alexandra Voigt
Posted: June 22, 2010, from the July 2010 issue of GCI Magazine.
  • The hair care market has changed from one of pure function and cleanliness to addressing specific hair problems and concerns.
  • Keeping target consumers and their needs forefront in the brand-building process is key, and putting the power in the hands of the consumer means investing in them first.
  • As in the wider hair care market, consumer demand for products with more natural and organic ingredients is among the drivers of change in the ethnic hair care market.

As the market for ethnic and multicultural hair products continues to grow, companies are finding new ways to market products based on addressing consumer demands and concerns. This dynamic approach allows companies to stay current with trends and also establish brands and products that focus on the consumer.

Crème of Nature is familiar with the importance of keeping the consumer involved in the process. The brand has maintained a presence in the multicultural marketplace for more than 30 years.

Shawn Tollerson, vice president of multicultural marketing at Colomer USA, notes, “Since the brand’s launch, the multicultural marketplace has become much more competitive, with the multicultural consumer having many options to choose from. In addition, consumers have evolved and are wearing their hair in a multitude of styles, which requires products that will help them to have the healthiest head of hair possible.” To maintain and grow their presence in an ever-changing market, the company recently updated the packaging and launched a new campaign utilizing social media mediums.

The social media campaign was created to highlight how consumers feel about the product rather than how the brand believes consumers should feel about the product. The campaign demonstrates how Crème of Nature consumers, salon professionals and beauty bloggers feel about the brand. “The new campaign has been nothing short of inspiring,” says Tollerson. “The testimonials are all heartfelt and a way for consumers to let the world know which products in the Crème of Nature portfolio works best for their hair and particular style creation.”