The Texture Gap report created by Winnie Awa is a ground-breaking report that dives into the intricacies of the Type 4 textured hair consumer
The Texture Gap, a ground-breaking report that dives into the intricacies of the Type 4 textured hair consumer. The Texture Gap has been created for beauty industry leaders and brand decision makers by award-winning entrepreneur and textured hair expert Winnie Awa.
This comprehensive analysis is an urgent call to recognise and explore beauty’s forgotten hair texture, what this community needs and the obstacles standing between them and their hair goals. Consider this report the ultimate blueprint on understanding and serving the Type 4 consumer.
What the data tells us
The data indicates that Type 4 hair demands a unique approach that cannot be met through a one-size-fits-all solution. Recent conversations within this community have surged, with Type 4 consumers growing by an astonishing 62%—eight times more than other hair types, highlighting a glaring disparity in the care available for this consumer group.
Created by award-winning entrepreneur and textured hair expert, Winnie Awa, The Texture Gap is borne out of Carra, the AI-driven hair health platform dedicated to textured hair and also set up by Winnie. Carra combines science-based advice from renowned hair experts with data to provide powerful haircare routines. Carra’s domain knowledge, gleaned from the hair diagnostic completed by the community, is layered with an analysis of web and social media conversations globally over the last five years, mapping millions of data points (over 10 million data points, in fact) focused specifically on textured hair. Surpassing the limitations of traditional surveys, this approach offers real-world insight into the true behaviours and conversations of this underserved consumer group.
Type 4 hair needs are high
The textured hair consumer is not a monolith and in fact when turning the lens specifically on ‘Type 4 hair’, we see a very unique hair texture with a diverse set of features. The state of the industry has had a profound effect on consumers’ psychology, and in turn how they relate to brands, services or retailers which claim to support their needs. Type 4 needs are high, the pain points are also high.
“The tighter the texture, the higher the likelihood of multiple concerns. 60% of Type 4 have four or more concerns, compared to 35% of Type 2,” explains Winnie
Devised for beauty industry leaders, brand decision makers and formulators looking to create culturally-relevant products – this report serves to shine a spotlight on the Type 4 hair consumer, in the hope it delivers the data to create the products that are not only deserved, but expected.
“I hope this report whips up an innovation frenzy, I would like to see a 360-degree change with inclusivity bedded in from the start. From the product ideation, creation and testing process, the supply chain, the campaigns and finally through to the products hitting the shelf. I hope it helps everyone with tight, rich and luscious coils feel seen, catered for and represented”. Winnie Awa.
Data points:
“Conversation is booming. Type 4 are growing by 62%, that’s 8x more than other hair types, highlighting a widening chasm in care for this consumer group”.
“Posts and comments around Type 4 hair saw a year-on-year growth from 80K to 131K, as these users seek out the right solutions for them”.
“The tighter the texture, the higher the likelihood of multiple concerns. 60% of Type 4 have four or more concerns, compared to 35% of Type 2.”
“High up the Type 4 agenda? Longer, stronger hair. 66% Type 4c users mentioned ‘slow growth’ as a hair concern – compared to 26% of Type 2.
“Type 4 hair is 2.2 times more likely to suffer breakage than any other curl type”
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