Protect da Brand: Haircare brand use, preferences, and loyalty amongst African American women Hair Type Brand Selection

Brand Selection

African American and multiracial women suffering from hair loss or damage research  also seek advice from stylists and friends and family

Straightened hair rounds out the three

and product use are contributing to their scalp issues

Protect da Brand: Haircare brand use, preferences, and loyalty amongst African American women Hair Type Brand SelectionTake a dive into uncovering the influencing factors of choosing a hair care brand when it comes to the African American female consumer. The top factor influencing which brands consumers use is a perception that it is suitable and effective for their hair type. This could be based on experience with the brand, marketing, social media, or personal reviews or recommendations. Brand Selection On average, African American women have used 4. 34 different