Protect da Brand: Haircare brand use, preferences, and loyalty amongst African American women Hair Type and product use are contributing

and product use are contributing to their scalp issues

Straightened hair rounds out the three

During and post-pandemic there was a drop-off in experimentation

Consumers are most inclined to experiment with new hair tools/accessories (62%) and cosmetics (63%)

from very pale women with straight hair

Protect da Brand: Haircare brand use, preferences, and loyalty amongst African American women Hair Type and product use are contributingTake a dive into uncovering the influencing factors of choosing a hair care brand when it comes to the African American female consumer. The top factor influencing which brands consumers use is a perception that it is suitable and effective for their hair type. This could be based on experience with the brand, marketing, social media, or personal reviews or recommendations. Brand Selection On average, African American women have used 4. 34 different