such as Boots and Superdrug, big name brands still have a responsibility to connect with Black consumers so that they can have the shopping experiences they rightfully deserve. “Lacklustre and insensitive marketing is a huge issue. The display of products, as well as the selection available and the education surrounding the products, should be taken into consideration, but they aren’t,” says Donaldson.
Black women take pride in their hair, and have gained a considerable amount of knowledge on the best routines that allow them to embrace the beauty and versatility of their hair, and that’s been reflected in the growth of the hair care market, explains Ronke Adeyemi, founder of Brown Beauty Talk. “Black women have been able to get to know their hair and find products that work for them, and once you’ve found what works, it’s hard to give that up,” she says.
Stores need to employ people who have sufficient knowledge about the product and our hair. Sure, an extensive offering is great, but how can I tell which products are right for my hair and who can I ask? In order for hair care brands to meet the needs of Black consumers, they must understand their needs and behaviours while addressing the texture tax in the process. “Stores need to employ people who have sufficient knowledge about the product and our hair,” says Adeyemi. “Sure, an extensive offering is great, but how can I tell which products are right for my hair and who can I ask?”