1 CHAPTER 1 SCOPE OF THE STUDY 1.1 INTRODUCTION ...

trend which Deodorant manufacturers are beginning to capitalise on is the trend of themarket towards under arm products that also contain hair retardant ingredients (Prance,2007).d) Hair Care Products current and future trends:Current Trends of Hair Care ProductsEthnic specific products are reported to be competing directly against premium qualityhair care. This is due to beauty trends moving towards more natural hair styles amongAfrican-American consumers (Euromonitor International Two, 2007). Guzman (2007)reports that 46 percent of black women say they only buy products specifically for blackhair, compared to 36 percent of black men. Part of the reason is said to be attributed tothe fact that men are less likely to shop in a beauty supply or specialty store, and aremore apt to make hair purchases through FDM, where black-specific items aregenerally less available.In the hair care sector, more Ethnic-specific products are being focused towards hairtexture as opposed to just normal, dry or oily hair types. Ethnic hair care has a lot ofdamage control needs to meet, which has generated a focus by manufacturers on newand functional products (Guzman, 2007). For this reason, Cosmetics design (2005)suppose that shampoo and conditioner manufacturers, who target their products at thenation's black population, will experience growth as more and more consumers in agrowing Ethnic group opt for products specially designed for their hair type.Cosmetics design (2005) stated that Ethnic hair care, skin care and colour cosmetics,which in the US are almost entirely products designed for African-Americans, are alsoset to enjoy considerable growth. Major cosmetics and toiletries manufacturers areexpected to be watching these categories closely, because they consider them majorpotential areas for growth (Cosmetics design, 2005).20