Overview: Identifying and addressing the specific needs of consumers with textured hair is crucial for providing effective solutions. However, how can brands push the envelope beyond basic needs in the textured hair space? Topics such as conditioning, moisturization, and frizz management that are typically spoken about and addressed.
During this presentation, we will dive deep into the world of scalp care, specific to textured hair consumers. We will explore specific needs relating to protective styles such as braids and twist outs and explore style preservation, including how to best keep curls elongated. We will also delve into the topic of porosity and provide a teaser on a panelist study we conducted to help better understand what porosity means to consumers and what common routines are utilized based on consumer perceived high, medium and low porosity. Throughout the presentation, we will highlight the importance of rigorous testing to ensure optimized suitability for curly and coily hair types.
By focusing on these key areas, we empower the industry to embrace consumers unique texture and simplify their journey to optimized hair and scalp health.
Speaker: Andrew Miller, Senior Marketing Manager - Hair, Body, and Oral Care - BASF Care Creations, North America
Andrew Miller joined BASF Corporation in 2007 and has held several roles within the organization. He has worked in personal care for over ten years and is currently the North American Senior Marketing Manager of the hair, body, and oral care segments. He received his B.A. in Communications from Rutgers University and obtained his MBA from Centenary College.