Annual Edition 'Buying Power of
Black America' report breaks down billions in expenditures Black
consumers are responding to tighter economic condition by focusing more of
their spending on items and services that improve their homes and
lifestyle. That's one of the trends revealed in the 15th annual report,
"The Buying Power of Black America," published by Target Market News. The
report analyzes spending for black households in 2008 and finds that
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ESSENCE to debut Hot
Hair special mag in October with companion Web section
17, 2010) ESSENCE will highlight the unique relationship between black
women and their hair with the launch of Hot Hair -- a cross-platform,
interactive experience covering all things hair, from root to tip. The
special one time issue of Hot Hair will appear on newsstands on October
8th and will cover all of the beauty needs, questions, concerns and
triumphs of African-American hair care and style. The cover price will
The Hot Hair special will include features on the best beauty salons and
a "40 Years of Hair" retrospective -- in honor of the magazine's 40th
anniversary. In addition, the issue will feature the latest in coloring,
styling, hair accessories, healthy hair rituals, money-saving tips, and
so much more.
The companion Hot Hair section of the Essence Web site will offer a
robust digital platform to enhance both consumers and advertisers buying
into the issue. The pillars of the digital program will include an
application for the iPad/iPhone, 2D bar codes, and a Hot Hair database
launching in Beta in June.
The paid application will allow women to try on hairstyles featured in
the special with subsequent themed updates available for seasons or
special occasions (including summer hair, wedding hair, etc.) These
styles can also be activated using 2D barcodes by either launching the
application -- which will allow you to purchase the application -- or by
accessing additional content such as video or text tips on how getting
and maintaining a particular hairstyle. Hot Hair will also leverage
ESSENCE's extensive Facebook and Twitter presence to promote and allow
for engagement where ever our audience is.
"ESSENCE understands the special relationship African-American women
have with their hair. We know that she will travel to the far corners of
the globe for the perfect product and hairstyle," said ESSENCE Beauty
Director Corynne Corbett. "It is our goal to have Hot Hair to serve as a
one-stop resource for African-American women to help her find timeless
tips on keeping her hair healthy and gorgeous."
According to MRI Spring 2009, African-American women over-index in hair
care product purchases -- including home perms and relaxers,
shampoos/conditioners and hair coloring products -- as compared to their
counterparts in the general market.
"African-Americans spend $1.7 billion on their hair annually, and
African-American women are leading the way when it comes to these
purchases -- which account for 30% of all hair products sold in the
United States," said Michelle Ebanks, President, Essence Communications
Inc. "ESSENCE knows that African-American women are leading consumers in
this market, and that is why we are committed to creating this richer,
deeper interactive experience to feed her passion when it comes to her
hair. We are also excited about joining with our marketing partners to
give our audience a more personalized experience for our audience."