Contents
product discovery
product
discovery
Treasure Tress Trend Report
uk black consumers are the most unforgiving of a bad product experience
social media was the highest Discovery method for all regions and generations
Hair Product Discovery by Region
Source: Treasure Tress Trend Report, September 2021
Hair Product Discovery by Generation
Source: Treasure Tress Trend Report, September 2021
BLACK BRITISH WOMEN mOST likely to discover PRODUCTS THROUGH word of mouth THAN ANY OTHER REGION
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Comparatively to the US market, the UK natural hair community is still in its infancy, therefore word of mouth is still an important means of hair product discovery.
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If you like a product, how likely are you to try other products from that brand? By Region
Source: Treasure Tress Trend Report, September 2021
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Cocktailing is the weakness of every product junkie. As you decide what you like and build out your perfect product line up - you learn to rely more on your own experience rather than the directions provided by brands.
If you like a product, how likely are you to try other products from that brand? By Generation
Source: Treasure Tress Trend Report, September 2021
Gen Z and Millennials are a more certain to try a product from a brand after a good experience
If you don’t like a product from a brand, how likely are you to try other products from that company? By Region
Source: Treasure Tress Trend Report, September 2021
Black British women are less likely to try other products from a brand after a bad experience
If you don’t like a product from a brand, how likely are you to try other products from that brand? By Generation
Source: Treasure Tress Trend Report, September 2021
all three GENERATIONS are unlikely to try other products from a brand
after a bad experience
after a bad experience
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The relationship between the African American consumer and the Black British consumer with their hairdresser, differs massively.
For African American consumers, hairdressers are still a key trusted source for product recommendations. With the rise of Instagram Stylists and women turning to YouTube and TikTok to learn how to create the styles they desire - hairstylists in the UK do not have as much influence as they once did in recommending suitable hair products.