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By: Nancy Jeffries
Posted: January 10, 2006
page 3 of 3Cosmetic Executive Women welcomed Jeanne Matson, general manager, Procter & Gamble NA Professional Products, and Candace Matthews, president, Softsheen-Carson, to address the theme of Multi-Cultural Marketing: The New Wave in Hair Care. The series hosts an array of beauty industry professionals, and this event addressed both the business and nuances of the multicultural market. “I learned that it doesn’t really matter what women look like, it’s about making them feel beautiful,” said Matson. “People who run a brand image well, do not veer from it,” added Matthews.
“The ethnic business is a huge growth driver,” said Matson, noting that for African-American customers, reassurance of damage control and customization for customers are particularly important. “Education is a very important component. Seventy percent of African-American women relax their hair, so (manufacturers) need to work with retailers to merchandise their products properly.”