According to Mintel.com, relaxer/perm sales have declined 26% over the past five years. Undoubtedly this drop in sales is a result of an influx of women ditching relaxers and embracing their natural hair textures or locking their hair. But what does this mean for the black hair care industry? Well they either have the choice of hopping on the bandwagon and creating a natural hair care line or start promoting their relaxers heavily.
Recently I have seen perm companies split on this decision. Dark & Lovely, a notorious brand for relaxers has taken both routes. They have taken it upon themselves to start a natural hair care line as well as promo their ads on predominately black television stations. It is clear that they are taking these methods in order to fill their gap in sales.
On the contrary, Motions, another notorious brand for relaxers, has decided to only launch a new line of natural hair care products. We have yet to see any promotion from them about the relaxer line, so they are most likely hoping that their former loyal customers who used to buy their relaxers will try their natural hair care line.
The future of relaxers is looking dim, but I don’t think they will completely disappear anytime soon. As long as they keep implementing and preying on the insecurities of black women, I have a feeling these companies will still be in business years from now.