Relaxers, styling gels lead the way in ethnic HBA

Drug Store News, Oct 11, 1993

Although the ethnic HBA category itself is largely flat, there are still plenty of bright spots in cosmetics, styling lotions and gels, relaxers, hair color, shampoos, children's toiletries and skin care.

"Relaxers continue to do the best job in the category," says Geri Duncan Jones, president of the American Health and Beauty Aids Institute. "Some spritzers and styling gels are also continuing to grow rapidly."

"Relaxers and styling gels are doing very well," agrees Gerry Davis, president of Los Angeles-based Paul's Sundries. Some of the strongest relaxer brands are Optimum Care--the fastest growing brand in the relaxer segment, Dark & Lovely, Soft & Beautiful, Gentle Treatment, Revlon Relaxer, Just For Me, Duke and Raveen.

"Styling products and hair color are growing segments," says Kent Humphreys, president of Jack's Service. In the Southwest, best-selling gels include Ampro from Ampro Industries Inc. and Let's Jam from Attitudes Unlimited. "[Let's Jam] is a lighter substance and people like that in a gel," he says.

Soft Sheen's Care Free Curl Gold and African Pride styling products are also very strong, he adds.

Jim Normandin, merchandise manager for Beauty Enterprises, says sales for the hairdress category in his Northeastern markets are up 4 percent this year. Best sellers include Let's Jam Shining Gel, Luster's Pink Oil Moisturizer and LeKair Cholesterol Creme.

Hair color is another dependable growth segment. Carson dominates the category with Dark & Lovely, but Revlon is also a contender. Distributors say they expect continued growth, especially since Soft Sheen is preparing an Optimum Care color line.

Dan Medow, president of Standard Distributing, points out that men's hair coloring products are also still strong. Combe has the No. 1 one item with its Just For Men formula for African-American men, and Carson is right behind with Dark & Natural.

In the past year, children's toiletries has also emerged as a growing segment. Strong performers include Pro Line's Just For Me relaxer for little girls and Soft Sheen's Baby Love line. Soft Sheen's new Tender Care also appears strong.

Ethnic skin care, meanwhile, has been stable. At Beauty Enterprises, sales were up 6 percent this year.

Many buyers think growth will accelerate on the coattails of the ethnic cosmetic category's growth.

Hair accessory sales are also up this year, with some distributors reporting strong sales for accessories made with vibrant kente (an African cloth) prints.