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
![](https://uploads-ssl.webflow.com/611eb0731d54fdd0504a6499/612b6199f55a832b6d1a224a_Vector-2.svg)
Hair Product Discovery by Region
Source: Treasure Tress Trend Report, September 2021
![](https://uploads-ssl.webflow.com/611eb0731d54fdd0504a6499/612b61b697627b989180dca1_Group%20264.svg)
Hair Product Discovery by Generation
Source: Treasure Tress Trend Report, September 2021
![](https://uploads-ssl.webflow.com/611eb0731d54fdd0504a6499/612b6199c64ea444f77f43d2_Vector-1.svg)
BLACK BRITISH WOMEN mOST likely to discover PRODUCTS THROUGH word of mouth THAN ANY OTHER REGION
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
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
![](https://uploads-ssl.webflow.com/611eb0731d54fdd0504a6499/612b61b64009a42c151559fa_Group%20263.svg)
Gen Z and Millennials are a more certain to try a product from a brand after a good experience
![](https://uploads-ssl.webflow.com/611eb0731d54fdd0504a6499/612b61a50bc3a68eeb594bfb_240518874_553602192352287_5298540440033684684_n%202-min.jpg)
![](https://uploads-ssl.webflow.com/611eb0731d54fdd0504a6499/612b619875843d217fe0fd38_Vector.svg)
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
![](https://uploads-ssl.webflow.com/611eb0731d54fdd0504a6499/612b61a94009a4266c1559f8_236233001_528374544945477_5158398628238149341_n%201-min.jpg)
![](https://uploads-ssl.webflow.com/611eb0731d54fdd0504a6499/612b61b675843d5b7ee0fd62_Group%20265.svg)
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
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.