Consumers with curly hair express their expectations for the prod

exConsumers with curly hair spend a lot of time and money buying a variety of products to create and maintain a certain style of hair. They need daily oils or leave-in conditioners to moisturize their hair; creams and gels to style curls; and sprays to help detangle tangles.

In its 2021 African American Consumer Report, Nielsen noted that black consumers spent $573.6 million on , more than nearly 19 percent of what the entire market spent, in search of products that worked perfectly .

This is the third and final blog post in a series on how Lubrizol Beauty  tackles diversity in the beauty industry. In this article, we will focus on the needs of consumers with curly hair and present some findings from a recent survey.

The Lubrizol Consumer and Market Insights team, in partnership with Foresee™ Labs , recently used our flexible video testing platform to speak with 30 consumers across the United States who have wavy, spiral or curly hair. They were asked if they would be willing to speak with the conditioner formulator and make specific requests that would help the formulator develop a product that would meet their needs. The reply shows:

• Regardless of hair texture, or need for protection, all participants identified hydration/hydration as their biggest struggle and unmet need by far.
• Participants with naturally wavy or spiral curls were looking for a product that would give their curls more style by addressing frizz, dryness, as well as hair loss and dandruff.
• Participants with naturally curly hair wanted healthy hair growth and added "moisture" and "softness" to their wish list of product attributes.
• Participants with hairstyles such as wigs, braids and extensions who needed protection wanted to find products that could help prevent hair breakage and shrinkage, accelerate hair growth and support the scalp by combating dryness, itching and dandruff issues.
• All participants were looking for products made with natural ingredients such as argan oil, honey, peppermint, lavender, apple cider vinegar, coconut, eucalyptus, black castor oil and avocado.

As a result, curly-haired consumers often need to try a combination of products, a costly, frustrating, and haphazard process. In order to provide a direct solution to an unmet consumer need, LLS Beauty developed Ultra Conditioning Shampoo, a simple one-step program that makes hair manageable.

Ultra Conditioning Shampoo's unique formula gently cleanses, moisturizes, smoothes and softens hair for manageable, long-lasting hold. Its efficacy has been tested and proven on all hair types and on natural or chemically treated (bleached, straightened or loosened) hair.pectations for the curly hair er expectations