The
UK health and beauty industry is a buoyant and dynamic sector and is estimated
to be was estimated to be worth £18,512m and despite the continued economic woes,
shows no signs of slowing down.
An area that is
currently massively underexploited and that is set to show explosive growth is
the ethnic beauty market.
Why will this is
this the case?
·
The UK population is projected to undergo major shifts in the
composition of the ethnic proportions, which will grow extensively over the
next 10 – 25 years. Between 2001-2035 the
White British population is projected to grow by 4% , by contrast peoples of a
mixed heritage will grow by up to 241%, the Asian population group will grow by
up to153% and the Black African group
will grow by 179%. .[ii]
·
As these population groups grow, they are also becoming wealthier.[iii] The so called ‘brown pound’ will have
increasing influence.
·
According to Mintel, in 2006
sales of ethnic beauty products accounted for only 1% of the UK’s beauty
value sales, despite the fact that the ethnic demographic accounted for 12% of
the population at that time.[iv]
·
Black
British women spend on average six times more than their white counterparts on
their hair, and more than half regularly visit a salon. Mintel market
researchers found that while the average Caucasian woman spends £83.97 a year
on beauty products, black women spend £117.44 - and that doesn't include trips
to the hairdresser or spending on mainstream products not specific to Afro
hair.[v]
So, what has been
hampering the growth of this extremely exciting segment of the market?
Mintel
identified that market growth for the woman of colour was hampered by:
·
limited availability of ethnic brands on the high street
·
The mainstream retailers’ reluctance to become involved in ethnic
cosmetic and toiletries
·
Lack of advertising (in mainstream press) which is read/consumed
by many women of colour
Natalie
Clue – a Marketing Consultant specialising in beauty for the woman of colour ,
who has worked with leading brands such as
Estee Lauder, Dermalogica and Kao Brand-John Frieda, and who is the
author of a leading blog for the British woman of colour, BeautyPulseLondon, states ‘that a lack of representation of women of colour in the beauty
industry is also an issue’. She strongly
believes that women of colour need to be present, because only we can
articulate and express our needs in a way that can then be adequately
addressed.
Thus she created an organisation, Keziah Connections which was launched earlier
this month.
“The mission of the organisation is
simple” states Natalie, ‘it is here to facilitate and encourage the empowerment
and progression of women of colour within the mainstream British Beauty
Industry, by bringing leading and up and coming beauty professionals together
with women who want to be educated and mentored.
The first event called the Nurture and Network™ Evening, will
takes place at the sumptuous BECCA Boutique, in the heart of Chelsea, on the 24th
July 2012.
Natalie values productive partnerships and was so happy that the premium
cosmetic brand BECCA agreed to be the lead partner for the first event. “BECCA is the perfect partner, as it a brand
that has a range of products that are suitable for women of all skin tones. I
am keen to connect brands that I know offer the products that the woman of
colour desires, with the end consumer!
The topic
and speakers on the evening are:
·
Winning in the Digital Space –
Award winning blogger, Hafsa Issa-Salwe (Muslimah
Beauty)
·
Sweet Success! – Creating a new
product – Karamal and Brown’s founder Cheryl
Effiom
·
Getting into the Marketing Mix –
Lara Odusanya, Marketing & Communications Coordinator – BECCA
The Nurture and Network™ Evening will take place on
the 24th July 2012, at the BECCA
Boutique, BECCA London, 91A Pelham Street, London, SW7 2NJ. 6.30pm – 9.15 pm
I am
offering my wonderful readers a £10 discount, all you have to do is enter the
code Keziah2472012 when purchasing the ticket.
Visit http://keziahconnections.com/ to book your ticket
Look forward to
seeing you there
xx
[i] Verdict:
Retail Futures – UK Health and Beauty H2 2011, Oct 2011
[ii] Ethnic
population projections for the UK and Local Areas, 2001-2051, P.Rees,
University of Leeds, 2010
[iii] Ethnic
population projections for the UK and Local Areas, 2001-2051, P.Rees,
University of Leeds, 2010
[iv] Ethnic
Beauty – UK – Mintel, 2007
[v] As
quoted in the Guardian, 19
th August 2005
