If you’re a business owner looking to create a line of natural hair products or if you run a hair salon and are considering carrying a line of natural hair products, you will need to fully understand your target market and what attracts your ideal customer to such products.
The target market for natural hair products is large and growing. It includes all kinds of people who are looking for products that will help them achieve healthy, beautiful hair without subjecting it to harsh chemicals. The trend of using natural, environmentally friendly products in every aspect of our lives has, not surprisingly, reached the hair care industry as well.
In this article, we’ll explore the target market for natural hair products by understanding the reasons that attract people to such products and the factors that influence their decision when choosing one natural hair product over another.
Who is the Target Market for Natural Hair Products?
One of the best ways to understand the target market for natural hair products is to appreciate people’s motivations for choosing natural products (in general) over more conventional ones.
Based on the main reasons why people prefer natural products for their hair we can classify the market into the following segments:
- People who avoid chemicals
- People with sensitive scalps
- People who believe their hair looks better with natural products
- People who look for environmentally friendly products
- People who prefer to buy handmade (& natural) products
1. People who avoid chemicals
Most people would prefer not to use chemicals on their bodies but some of us are more sensitive to them than others. People who look for natural hair products are generally trying to avoid the harsh chemicals found in conventional hair care products.
These chemicals can include sulfates, parabens, phthalates, DEA, formaldehyde, and propylene glycol. While some of these ingredients serve a purpose in conventional products, they can also cause scalp irritation, skin dryness, and other side effects.
So the primary target market for natural hair products is people who want to avoid using harsh chemicals that could damage their hair and scalp.
And these same reasons, this segment of the market is equally attracted to natural skin care products.
2. People with sensitive scalps
A significant portion of the target market for natural hair products is people with sensitive scalps. They might be allergic to some chemicals or they might have conditions like eczema that require them to use only natural products on their scalp.
A sensitive scalp is one of the most common reasons people switch to natural hair products. A variety of factors can contribute to a sensitive scalp, including dandruff, eczema, psoriasis, and seborrheic dermatitis.
3. People who believe their hair looks better with natural products
This is a common belief amongst many, although it is hard to scientifically prove that natural hair products are actually better for our hair than conventional ones.
One reason people might think this is true is because natural ingredients are generally gentler and less likely to strip away the natural oils that keep hair healthy. In addition, natural hair products often contain ingredients that can actually improve the health of our hair. Such ingredients include shea butter, avocado oil, and jojoba oil.
People in this market segment also tend to choose hair salons that carry and use natural hair products. And so, such hair salons can be an ideal channel for your natural hair product.
4. People who look for environmentally friendly products
This group is attracted to natural hair products for the same reasons they might choose eco-friendly cleaning supplies or organic food or “green” products.
They believe that natural products are better for the environment because they do not contain harsh chemicals that can pollute the air and water.
They also look for products that have not been tested on animals and where raw materials have been ethically sourced.
5. People who prefer to buy handmade (& natural) products
This group enjoys using natural products that are made, often by hand, by small businesses in their community. They like knowing that they are supporting a small business and that their purchase is helping to sustain a craft or tradition.
Part of the attraction is that many small businesses which make products by hand also tend to use natural and organic raw materials.
Natural Hair Products: What Influences Purchase Decisions?
Once you’ve identified your target market for natural hair products, you should spend time understanding the most important factors that influence their decision-making process as it relates to selecting one natural hair product over another.
Some of the most important purchase drivers include:
- Ingredients Used
- Product Price
- Brand Reputation
- Production Process
- Organic or not
- Product Reviews
Let’s see these factors more closely.
1. Ingredients Used
Needless to say when consumers are choosing a natural product over a conventional one the most important factor influencing their purchase decision will be the ingredients used.
As we’ve seen, people choose natural hair products to avoid the harsh chemicals found in conventional hair care products. So, when they are looking at the ingredient list on a natural product they will be looking for confirmation that it does not contain any of these harmful chemicals.
2. Product Price
For some people, the price will be the most important factor influencing their purchase decision, regardless of whether the product is natural or not.
However, for others, the price of a natural hair product might actually be less important than that of a conventional product. This is because people who are willing to pay more for a natural product usually believe that it is of better quality and will be more effective.
Most people, when looking for natural products, do not necessarily look for the cheapest option, but they do look for good value for money.
3. Brand Reputation
The reputation of the brand is also an important factor influencing purchase decisions for natural hair products.
People want to buy from a brand that they trust and that has a good reputation for making quality products. This is especially true for people who are new to using natural hair products and might be unsure about which ones to choose.
4. Production Process
People are interested in the production process as far as to confirm that the product was not tested on animals and that the raw materials were ethically sourced.
If the product was handmade, this is an added plus that people would want to know. Similarly, if the product was made using traditional methods, this too can be a plus that can affect the customer’s purchase decision.
5. Organic or not
Finally, another important factor influencing purchase decisions for natural hair products is whether or not the product is organic. A product can be natural, but not necessarily organic and so a product that is both natural and organic can more appealing to many customers.
6. Product Reviews
Most people will read product reviews before purchasing a product for their hair. Or they may turn to friends or family or even their hairstylist for recommendations.
Generally, when people look at product reviews they are looking at the downside. They want to know about any negative experiences that other people have had with the product. Does the product cause any adverse reactions? Has anyone had any side effects? Does it not work as advertised?
Of course, they will also take into account the positive reviews as well but these are usually not as influential in the purchase decision as are the negative ones.
Summary
The target market for natural hair products mainly includes people who do not wish to use artificial chemical-based products on their hair. The reasons for this are diverse.
Some people just don’t like the idea of using chemical-based products anywhere on their bodies. Others have sensitive scalps or medical conditions which require them to use natural hair products.
Other people believe natural hair products make their hair look better. Yet others prefer natural products because they tend to be environmentally friendly. And then there are people who prefer locally made, handcrafted products which tend to use natural and organic ingredients compared to their industrial counterparts.
When people compare one natural hair product with another, they take different factors into account during the purchasing process. These factors include looking at the ingredients used, comparing product prices and brand reputation, ensuring that the production processes are ethical, understanding whether the natural hair product is organic or not, and asking other people for their opinion about the product before purchasing it.
If you can understand what factors influence your potential customer’s decision to buy natural hair products, you will be better equipped to sell them the products they want. Knowing your target market is the first essential step in creating a successful marketing strategy.
