The Texture Gap, created by textured hair expert Winnie Awa, explores the intricacies of the Type 4 textured hair consumer.
The data in the report was gathered through Carra, an AI-driven hair health platform dedicated to textured hair that helps consumers discover their personalized hair care routines.
Carra's domain knowledge is layered with an analysis of web and social media conversations globally over the last five years, mapping more than 10 million data points focused specifically on textured hair. This offers insight into the true behaviors and conversations of the consumer group.
Social conversations by consumers with Type 4 hair are growing at 62% year-on-year, which is eight times more than all other textures.
The report also highlights how brands can use targeted consumer intelligence to drive innovation in the textured hair space and to close the texture gap.
Awa said, "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."
