Reimagining Texture and Technology

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This has been the year of reimagining the beauty industry. The products launched and the methods of distribution were not dreamed of five or 10 years ago. As we look back on 2015 we see new lingo, new categories and new consumers. These new consumers are often outside of the African-American demographic. Another precursor to the reimagined or reinvented beauty industry might have something to do with the cross-cultural merchandising found in OTC as well as other mass retailers. Consumers are finding out about general market products and how to adapt them to their needs.

Five years ago no one would have imagined strong declines in relaxer sales. No one would have predicted the rise of anti-reversion systems, or products that stretch the time between relaxers. No one would have reimagined the concept of chemically treated hair being lumped in the new category industry defined by texture and technology. Why all of this in 2015? Consumers sought control and natural solutions to age-old problems, as well as high tech delivery systems; this is the year that new thinking hit the shelves. The natural hair trend has driven increases in styling categories that were once dormant. Likewise, products from shampoos to shavers have been reinvented to accommodate the style-intensive natural styles.

Replicating salon services—both hair and nail—at home is not new. However, this was the year of heightening the consumer’s ability to manage and manipulate beauty on their own terms. Consumers have also reimagined how to care, cut and color hair with today’s new texture and technology products.

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Elayne McClaine has identified and developed emerging domestic and global trends in hair care, skin care and other consumer categories for such firms as Chesebrough-Pond’s, Revlon and Pharmacia (div. of Pfizer). Her expertise in therapeutic treatments for hair, skin and scalp led to the creation of the Women’s Institute for Fine and Thinning Hair, sponsored by Rogaine. McClaine has been acknowledged by the American Academy of Dermatologists for marketing and promotional excellence. ESME Market Specialists, LLC consults with firms that require expertise in strategy development, multicultural marketing and account planning.