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The UNIQUESNESS OF EMERGING MARKETS 

Global Hair

Another challenge comes when dealing with different hair types. Often people with naturally curly hair want straight hair, while those with naturally straight hair want curly hair. The processes to accomplish this are damaging to the hair, as are environmental impact and intrinsic aging. The goal is to find less damaging methods of straightening and curling hair, better post-treatment products, and mild and effective cleansing and conditioning formulations. Globally, consumers of African heritage have not been well served by the hair care manufacturers. The majority of products are designed for Caucasian hair, leaving a large potential market for effective ethnic products. Millions of consumers are hungry for products that meet their needs. Improvements in chemical relaxer technology will be one major key for opening this market.

Other Elements

Another fundamental need in emerging markets is the prevention or containment of infectious disease. Disease is often spread by the hands, and common areas for infection entry are the eyes, nose and mouth. Hand sanitizers can help prevent the spread of disease. There is also a need for cleansers that work in dirty cold water, and that are nontoxic, low-foaming, cheap and safe for oral consumption.
We now live in a world divided into three regions. One region, concentrated in Europe and North America, is mature and cannot sustain high growth levels for personal care and beauty products. The emerging markets like China and Brazil have vibrant and growing consumer markets—and are already targeted by multinationals. The third region, with sub-Sahara Africa a key example, has a growing market, but is hampered by significant burdens of poverty and disease. Our industry must not only serve all these markets, it must also customize products to satisfy the needs and desires of a widely diversified population.