The market for cosmetic hair products is growing quickly and is also undergoing many changes. Multiculturalism, growing demand for naturals, changing profiles and income for consumers in promising markets: Cornell McBride and Sharon Thompson, of Design Essentials®, came to the Beyond Beauty trade show to share the keys to the international success of their brand.
McBride Research Laboratories, which manufactures American brand Design Essentials®, has been specialized for nearly 25 years in making products for multicultural hair. Their products are now distributed in Europe, the Caribbean, and Africa, and will soon be distributed in the Middle East and South America.
Cornell McBride, the company President, was the first to speak at the conference, held at the Beyond Beauty trade show on 9 September 2014. According to him, ‘ The world market for haircare products should grow by 17% over the next 6 years .’ This represents a great opportunity for manufacturers, as long as they understand and can use to their advantage the factors impacting this market.
Growth factors
Mr McBride identified 5 key growth factors for the haircare product market: trends that require not only a product offering in line with consumer demand, but also a tailored marketing message.
Multiculturalism
The era of one hair type and of one-size-fits-all haircare products is far behind us. Today, haircare products must meet the needs of all hair types, shapes, textures, and conditions… ‘
First you have to understand the different sub-segments of the market and their needs
,’ according to McBride, ‘
and connect with each …
