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Research Outline

Prepared for Simone P. | Delivered October 22, 2019

Women's Attitudes on Haircare

Goals

To find information on black women and their attitude towards haircare.

Early Findings

  • In the past few years, attitudes on black haircare have been shifting to a more natural look. More women are embracing textured, naturally curvy/wavy/kinky hairstyles.
  • However, cultural bias towards Black hair still pervades American culture. 20% of Black women felt "pressured" to straighten their hair.
  • Black women spend more money and time on their hair than White women.
  • Haircare products that help Black women embrace their natural look are growing in popularity. These products tend to be free of harsh chemicals that damage hair.
  • Milennial Black women who wear their hair naturally have the most positive attitude toward their hair compared to all other groups. #teamnatural is seen as a "rallying" hashtag for embracing the natural Black hair movement.
  • Black women respond well to brands that embrace the natural hair trend and use positive, happy images of Black women with natural hairstyles.
  • A study of African-American women found that a large portion were concerned about or had experienced hair loss. Many women would also avoid physical activity because of their hairstyle.
  • Black women feel their doctor does not understand their hair, which can lead to many not seeking treatment for hair or scalp issues.
  • Black women believe their dandruff is caused by their specific hair type (more dry, less oils). Furthermore, among Black women who actually have dandruff, they are reluctant to use shampoos as it means wetting (and restyling) their hair frequently. Foam applications have greater adherence rates.
  •  73% of Black women report using oils to treat their dandruff/scalp dryness, despite professional advice that this is not a good remedy. Education is an issue with properly treating dry itchy scalps in Black women.