Survey of women of color finds majority prefer natural hair and customized formulas

A new report shows an overwhelming majority of women of color surveyed prefer to wear their hair natural. Seventy percent of the 1,200 women in the COCOTIQUE Subscriber Survey said they prefer to wear their hair natural, which was defined as curly, coily, kinky or fro. Eleven percent prefer relaxed or protective styles. Six percent prefer to straighten their hair with heat, and two percent prefer locs.

COCOTIQUE, a deluxe beauty box subscription service for women of color and HairRx Advanced Hair Care, dedicated to fulfilling the hair care customization wishes and shopping preferences of women, collaborated to prepare the 2018 Women of Color Hair Care Report.

84 percent of respondents think it's important to be able to customize their hair care products. 98 percent feel it's important that their hair care products be paraben free, sulfate free and safe for chemically treated hair.

"Customization is a strong trend in hair care, especially among women of color," says Dana Hill, founder and CEO, COCOTIQUE. "Women of color have a wide range of textures and it's difficult to determine which product works best for a particular texture. It's important for companies to embrace and celebrate this uniqueness. Companies like HairRx, that offer options for customers to find products for their specific hair types and concerns, will win in the marketplace."

Other report findings include:

90 percent prefer luxurious lather to light lather in shampoo.

When it comes to scent, 39 percent prefer coconut, 22 percent love lavender, 16 percent enjoy jasmine, 12 percent like citrus and 10 percent would choose vanilla.

"Respondents indicate a variety of preferences, which is why HairRx provides 165 formulations, each designed to address specific hair care goals," says Ellen Langas, Co-CEO of ProfilePro LLC, parent company of HairRx. "We invite customer feedback and utilize survey results like to provide the ultimate customization experience."

At HairRx.com, customers answer a short series of questions focused on their unique hair care goals, scent and lather preferences. Individual profiles are instantly matched to the ideal shampoos and conditioners. HairRx also offers an assortment of styling and finishing formulas. All HairRx formulas are sulfate free, paraben free, and safe for chemically treated hair.

The HairRx concept was inspired by ProfilePro LLC co-founders Joe Segel, who is the founder of QVC, and Jodi Dery, owner of award-winning salons in Florida. Dery and Segel collaborated with an elite group of highly skilled cosmetic chemists in Italy known for developing hair care formulas for the world's most prestigious brands. The formulas were then previewed by more than 3,000 hair stylists, tested and refined.

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