Unilever has created a test center fashioned after a hair salon. There hair experts and stylists collaborate to create revolutionary hair care solutions for Black women. The Polycultural Center for Excellence is a state-of-the-art facility that brings together diverse perspectives and experiences to address the unique challenges Black women face in maintaining and styling their hair. Every week, Unilever brings 50 men and women into the salon lab to test new products. Their feedback and product results will help the company tap into an undervalued Black hair care market.
Unilever actively collaborates with Black hair experts and stylists who bring a wealth of knowledge and experience. This collaboration ensures that the products created are not only practical but also authentic to the needs and desires of Black peopl.
During one of these sessions, Marcella Roberts and Brooke Council, two Black women, praised a new cream they had been using to style and moisturize their curly hair. The cream proved effective, leaving their scalps flake-free and their hair soft. The team from Unilever listened to their thoughts, gaining valuable insights for product development.
A Much-Needed Shift
In recent years, the beauty industry has witnessed a much-needed shift towards inclusivity and representation. Unilever has taken steps toward improving the beauty experience for Black women. The brand is addressing the long-standing gaps in the beauty industry. Unilever is doing its part to help pave the way for greater inclusivity in the hair care world.
For far too long, the beauty industry has left little room for diverse hair types and textures. Black women have faced challenges finding hair care products catering to their specific needs. Thus, resulting in frustration and damage from unsuitable products. Unilever recognized this disparity and committed to extensive research and development to bridge the gap.
Black Americans Dissatisfaction with the Beauty Industry
According to a 2022 McKinsey report, Americans have spent $500 billion on beauty products in the last ten years. Last year, the US beauty industry was worth $60 billion and projected to reach $73 billion by 2025. And in 2021, Black Americans spent $6.6 billion on beauty.
Despite that purchase power, black people are often still excluded regarding the prospect of equity in the beauty industry. For instance, Black women use twice as many products for hair care and styling as white women, yet have the fewest options catered to them.
Representation is a powerful tool in dismantling the traditional beauty norms that have excluded Black women for years. Unilever understands the significance of diverse representation within its research and development teams. The salon is driving positive change in the industry by ensuring that Black women’s voices are heard and valued.