Recorded on October 21, 2020
Presented by Croda
With more and more women choosing to wear their hair naturally, textured hair care is becoming one of the fastest growing sectors in the personal care market, with exponential growth of new product introductions specifically targeted for “textured hair” or “natural hair” every year. A recent Texture Trend report from NaturallyCurly revealed that 65% of women have textured Hair. Additionally, it revealed that women with textured hair spend 78% more on hair care products than women with straight hair, and 80% of women with curly hair said they purchased products specifically designed for textured hair.
At Croda, we are developing innovative solutions, both in terms of ingredients and formulations specifically tailored for the textured hair consumer. To do this effectively, we’ve studied the morphological characteristics of textured hair, and have identified the biggest consumer needs for this segment.
In this webinar, we’ll review the structural uniqueness of textured hair (specifically Afro textured hair), share insights into various focus groups we’ve conducted throughout Africa, discuss our ingredient solutions for meeting these needs, and showcase some inspirational formulations that have been tested in our Croda salon in South Africa.
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