Protect da Brand: Haircare brand use, preferences, and loyalty amongst African American women Hair Type Straightened hair rounds out the

Straightened hair rounds out the three

During and post-pandemic there was a drop-off in experimentation

What is in her Bag

This study builds upon SSI’s 2019 and 2021 Texture Continuum reports

Protect da Brand: Haircare brand use, preferences, and loyalty amongst African American women Hair Type Straightened hair rounds out theTake a dive into uncovering the influencing factors of choosing a hair care brand when it comes to the African American female consumer. The top factor influencing which brands consumers use is a perception that it is suitable and effective for their hair type. This could be based on experience with the brand, marketing, social media, or personal reviews or recommendations. Brand Selection On average, African American women have used 4. 34 different