Join Date: Mar 2011
Will Target trigger the death of the 'ethnic hair' aisle?
"Target (TGT), the second-largest discount retailer in the U.S., saw an opportunity in the natural-curls trend. In 2010 and again the following year, it invited entrepreneurs who had been selling hair-care products online to make presentations at its company headquarters in Minneapolis. Among them were the founders of Mixed Chicks, a Los Angeles company started in 2004 by two biracial women. Unable to find shampoos and styling creams that suited their hair type on store shelves, they pooled their savings, hired a chemist, and made their own. “The industry was lacking products that help you embrace your natural curls,” says co-founder Wendi Levy.
Target decided to showcase six brands—Mixed Chicks, Curls, Kinky-Curly, Miss Jessie’s, Shea Moisture, and Jane Carter Solution, placing them in a prominent spot at the end of the aisle rather than in the ethnic beauty section, where black hair-care products are traditionally sold. The retailer gambled that the products might appeal to a broader spectrum of customers, given that—as U.S. Census data show—a growing number of Americans identify themselves as multiracial. “The hair-care aisles are really the last bastion of segregation,” says Miss Jessie’s co-founder Titi Branch, who is half-Japanese and half-black.
Target ran an eight-week promotion in 400 stores. The products took off, says Christina Hennington, the company’s vice president of merchandising for health and beauty. To build on the strategy’s initial success, the retailer has expanded the shelf space devoted to the brands and now sells them at 700 stores. Marketing for the section features blown-up photographs of women of different races, whose curls range from kinky to soft ringlets
Startups, Target Go After the Multiracial Hair-Care Market - Businessweek
2a-2c, medium texture, porous/ colour treated. Three years CG, growing out mechanical and chemical damage = breakage and very high porosity. Past armpit length heading for waist.
CO-wash: Inecto coconut
Treatments: Komaza Matani, coconut oil, Hairveda Sitrinillah
Leave in: Fructis Sleek & Shine (old), Gliss ultimate volume, Inecto argan
Styler: Umberto Giannini jelly, Boots Essentials gel
Experimenting with: going back to basics