CONSUMER INSIGHTS REPORT -LATINA CONSUMERS (in the United States)

JANUARY 2020

...... 1 Table of Contents

p.3 • Executive Summary Summary & Purpose of Study p.6 • Methodology / Profiles SSI Qualitative Research p.7 • The Afro-Latina Community Who are Afro-Latina’s? p.16 • Type Afro-Latina Hair Type Characteristics p.21 • Hair Attitudes & Needs How Afro-Latina’s Describe Their Hair p.35 • Hair Styling & Maintenance How Afro-Latina’s Care for Their Hair p.52 • Shopping Behavior Where, What & How Afro-Latina’s Shop p.64 • Style Influencers Celebrity and Social Media Influences p.73 • Multicultural Impact Cross Cultural Trends p.79 • Hispanic Brands Sales Performance in Retail Chains p.91 • Respondent Profiles Demographics

...... Executive Summary

• Many Afro-Latina women have hair textures typically associated with African American women. Although Afro-Latina hair is diverse, and comes in a range of textures and volumes, it is not unusual for Afro-Latinas to have thick, coarse, and heavily textured hair. • In many aspects the hair care needs and behavior of Afro-Latina women are closely aligned with those of African American women, however in certain aspects their needs, attitudes and behaviour either more closely resemble those of Hispanic women, or intersect the two ethnic groups. • In particular, Afro-Latinas with coily or zig zag coily hair often closely resemble African American women in terms of attitudes and behaviour. • Afro-Latinas appear to be more positive about their hair, and less likely to highlight problem areas such as dryness or frizz. • They commonly described their hair as healthy, strong, and beautiful, and as such, listed fewer needs than African American women, although the need for moisture/hydration is universal. • On average, Afro-Latinas use a greater assortment of products for styling, as they use both products which are typically only used by African American consumers (such as moisturizing lotions and edge gels) as well as products rarely used by African American consumers (such as hairspray and dry ). • Owing to this greater assortment of styling aides, as well as more frequent use of shampoo and conditioner, Afro-Latina women spend more on haircare than either African American or Hispanic consumers. • Most Afro-Latinas already shop in the multicultural haircare section for some of their haircare products, however there may be opportunity for MCHC brands to further educate these consumers on how MCHC products can benefit their hair: currently some Afro-Latinas are turned off from buying MCHC products as they are unsure about suitability for their hair type.

• In paryt . . . .• .F ...... 3 Executive Summary Afro-Latina hair

Top hair descriptors Hair texture Hair state Beautiful, 31%

Strong, 29%

Kinky / Zig Straight zag coily 11% Healthy, 29% 10%

Dry, 28% Chemically 100% Coily treated natural / 20% Wavy Frizzy, 28% 21% 37% chemical free 43% Top hair needs

Moisture / hydration, 58% Color only (otherwise Hair growth, 48% Curly natural) 38% 20% Scalp care, 37%

Frizz reduction, 31%

Repair ends, 28% ...... 4 Executive Summary Afro-Latina behaviour

Aisle choice

GM only Wash hair with shampoo 5% 53% multiple times per week Average monthly haircare spend: MC only Usually GM 22% $37 17%

Use heat tools at least Usually MC 52% once every 2 weeks Average number of products used 21% for styling Both 3.98 35%

Spend more than 30 # 1 barrier for shopping # 1 driver for shopping in 58% minutes styling their hair in MCHC: MCHC: at least weekly Don’t know if products Products to suit hair type suit hair type

...... 5 SSI Consumer Research Methodology

• SSI conducted consumer research with almost 400 Afro- Latina women to gain insight on this market segment. • Topics included • Hair type, texture and volume • Hair needs • Behaviors and attitudes relating to manipulating their natural hair texture • Styling product use • Where they shop for haircare • Whether they shop in the general market or multicultural haircare sections (or both), and why

• SSI Consumer Research is supported, enhanced and complemented by quantitative IRI syndicated results.

...... The Afro-Latina Community

...... 7 Yes, you can be BLACK and you can be LATINA at the same time. We come from African descent and that doesn’t necessarily mean that you have to be as dark as I am. My mother is lighter than me and she’s also an Afro-Latina. I have uncles and aunts that are lighter than I am and they also are Afro- Latinos,” she says. “It just means you come from African descent. I think that a lot of people get confused because something that I’ve clarified on several occasions is when you come to the United States, the system here is different. You’re kind of boxed…I just feel we need to get together as a whole—as a community and really uplift each other, support each other and show people that don’t know about us our culture.

Amara La Negra

...... 8 The term Afro-Latina is widely accepted by this community of women

All women surveyed for this report indicated that their ethnicity or heritage includes a combination of Black/African AND Hispanic/Latino No 31% Yes 69% Would use the term AFRO-LATINA to describe themselves or their ethnicity

For the purpose of this report, all surveyed women are referred to as “Afro-Latina” ...... 9 Q: Would you use the term “Afro-Latina” to describe yourself or your ethnicity? Base: total (n=398) Women who WOULD NOT describe themselves as Afro-Latina gave one of several reasons:

• Identify more closely with either the Black or Latino side of their heritage and refer to themselves in that way (most common reason)

• Prefer to use a different term such as mixed, biracial, or multiracial.

• Unfamiliar with the term.

• Don’t like being boxed into a label.

...... 10 Afro-Latina is a new thing— and I don’t think anything is wrong with it, but I don’t think I have that awareness

says Reina, a Brooklyn-based Latina who also chose not to be named because of her complicated relationship with her identity. Despite being mistaken as African-American frequently and even dating Black men, Reina says she feels the term Latina is enough to describe her experience.

If someone called me an Afro-Latina, I’m happy to be like ‘Yeah, I definitely have African roots, I’m not shying away from that’. But when I look at myself, I see other things—the texture of my hair and color of my skin, I don’t necessarily know that I would call myself an Afro-Latina...I don’t feel like that is descriptive enough of who I am. I don’t think that would define me either.

...... 11 Source: The Oprah Magazine (2018), “More Latinas are choosing to identify as Afro Latina” Younger women are more comfortable describing themselves as AFRO-LATINA

74% 68% 62%

18-29 30-44 45+ 12 . . . Q:. Would . you . use the. term . “Afro .-Latina” . to .describe . yourself. or. your . ethnicity? . Base:. total. (n=398)...... Most Afro-Latina women identify more with a single race rather than as “multiracial”

Responses given by Afro-Latinas on a single choice question about their race:

Latino 5% Before being asked a screening question to Multiracial determine if their ethnicity included both 11% Afro/Black and Latino/Hispanic heritage, all respondents had previously identified as either Black, Hispanic, Latino, or Multiracial on a single-choice question.

Only 11% had selected “multiracial” with Hispanic Black the remainder opting to give a single-race 57% 28% response, which suggests that they consider one aspect of their ethnicity more dominant.

...... 13 Base: Total sample Afro-Latina (n=398) 1 in 4 (possibly more) Hispanic adults in the US identify as Afro-Latinx

A 2014 national survey of over 1500 Hispanic adults found that 24% of US Hispnanics identified as Afro-Latino With the increasing visibility and usage of the term over recent years this figure is likely to be even higher now.

...... 14 Source: Pew Research Center Social media fuels the rise of #afrolatina

...... 15 Afro-Latina Hair

...... 16 Afro-Latinas can have any hair type But most have some form of texture, and 30% have coils

Kinky / Zig Straight zag coily 11% 10%

Coily 20% Wavy 21%

Curly 38% ...... 17 Q: How would you describe your natural hair type? (ie as it grows from your head) Base: Afro-Latina (n=398) Afro-Latina texture is more aligned with African American than Hispanic texture

Afro-Latina African American Hispanic / Latin American

1 11% 9% 20%

2 21% 11% 45%

3 38% 28% 32%

4AB

20% 31% 2% Curl Pattern Equivalent Curl Pattern

4C 10% 21% 1%

...... 18 Q: How would you describe your natural hair type? (ie as it grows from your head) Base: Afro-Latina (n=398) AA (n=928) and Hispanic (n=256) data from previous SSI research Afro-Latina hair is often thick and coarse 56% described their hair volume as thick, and 38% said that they have coarse hair strand texture

Afro-Latina hair strand texture Afro-Latina hair volume

Thin Fine 10% 17%

Course 38%

Thick Medium 56% 35%

Medium 44%

...... 19 Q: How would you describe your hair strand texture? / Q: How would you describe your hair volume Base: Afro-Latina (n=398) Afro-Latina hair strand texture and volume is also more similar to African American hair.

Hair volume Hair strand texture 63% 56% 51%

47% 42% 44% 38% 35% 35% 38% 38%

20% 19% 18% 17% 15% 15% 10%

Hispanic / Latin Hispanic / Latin Afro-Latina African American Afro-Latina African American Afro-Latina African-American Hispanic/Latino-AmericanAmerican Afro-Latina African-American Hispanic/Latino-AmericanAmerican

FINE MEDIUM coarse

THIN ...... MEDIUM THICK 20 Q: How would you describe your hair strand texture? / Q: How would you describe your hair volume Base: Afro-Latina (n=398) AA (n=850) and Hispanic (n=256) data from previous SSI research Afro-Latina Hair Attitudes and Needs

...... 21 Afro-Latina women most commonly described their hair as:

BEAUTIFUL 31%

STRONG 29%

HEALTHY 29%

...... 22 Q: Which words would you use to describe your hair? (please select up to 5) Base: Afro-Latina (n=398) But “frizzy” and “dry” are also commonly used adjectives

DRY 28%

FRIZZY 28%

...... 23 Q: Which words would you use to describe your hair? (please select up to 5) Base: Afro-Latina (n=398) Afro-Latinas appear to view their hair more positively than either African American or Hispanic women While Afro-Latina women were most likely to describe their hair in positive terms, the most common adjectives used by African American and Hispanic women highlight problem areas.

Afro-Latina African American Hispanic / Latin American

#1 HAIR DESCRIPTOR BEAUTIFUL DRY FRIZZY

31% 36% 41%

...... 24 Q: Which words would you use to describe your hair? (please select up to 5) Base: Afro-Latina (n=398) AA (n=850) and Hispanic (n=256) data from previous SSI research In addition to more frequently using the adjectives beautiful, strong, or healthy, Afro-Latinas are also significantly more likely to describe their hair as

Afro-Latina

41% African American

36% Hispanic / Latin American

31% 31% 29% 29% 28% 29% 28% 27% 28% 27% 26% 25% 24% 24% 23% 23%24% 23% 22% 23% 22% 21% 21% 20% 20% 20% 20% 20% 19%19% 19% 18% 17% 18% 18% 18% 15% 14% 14% 12%

8% 6% 7%

Beautiful Strong Healthy Dry Frizzy Becoming Manageable Mostly Stylish Average Hard to Reflects my Damaged Wild / unruly Unattractive healthier healthy with manage personality damaged ends

...... 25 Q: Which words would you use to describe your hair? (please select up to 5) Base: Afro-Latina (n=398) AA (n=850) and Hispanic (n=256) data from previous SSI research Hair type impacts the way they view their hair Afro-Latina women with more Afro-centric hair textures often described their hair as dry and hard to manage (although they also included positive attributes, while those with wavy hair and curly hair were more likely to call their hair frizzy.

One quarter or more of Afro-Latina women with either curly or zig zag coily hair selected “reflects my personability” amongst their top 5 hair descriptors.

40%

35%

30%

25%

20%

15%

10%

5%

0% Beautiful Strong Healthy Dry Frizzy Becoming Manageable Mostly Stylish Average Hard to Reflects my Damaged Wild / unruly Unattractive healthier healthy with manage personality damaged ...... ends ...... 26 Q: Which words would you use to describe your hair? (please select up to 5) Base: Afro-Latina (n=398) Top 5 Hair descriptors used by Afro-Latina women, by hair type

Strong 36% Frizzy 34% Beautiful 37% Healthy 38% Dry 38%

Beautiful 30% Dry 30% Frizzy 34% Dry 36% Hard to manage 33%

Manageable 27% Becoming healthier 30% Beautiful 35% Reflects my Manageable 29% personality 25%

Mostly healthy with Average Strong 27% Strong 28% damaged ends 29% 35% Healthy 23%

Healthy 25% Healthy 28% Strong 28% Becoming healthier 29% Manageable 23%

...... 27 Q: Which words would you use to describe your hair? (please select up to 5) Base: Afro-Latina (n=398) Moisture/hydration is the #1 hair need of Afro-Latina women This a universal hair need for women across ethnic groups,, including African American snd Hispanic women, as well women of other ethnicities previously surveyed by SSI

Afro-Latina African American Hispanic / Latin American

#1 HAIR NEED MOISTURE MOISTURE MOISTURE

58% 58% 54%

...... 28 Q: What are your general hair needs? Base: Afro-Latina (n=398) AA (n=850) and Hispanic (n=256) data from previous SSI research Growth, scalp care, and frizz reduction are also amongst the most pertinent hair needs of Afro-Latinas

Afro-Latina African American (top 5) Moisture / hydration 58%

Moisture / hydration Hair growth 48% 58%

Scalp care 37% Hair growth 55%

Frizz reduction 31% Repair ends 36%

Repair ends 28% Repair damage 35%

Healthy edges 28% Scalp care 34%

Repair damage 28%

Hispanic / Latin American (top 5) Curl definition 25%

Heat protection 23% Moisture / hydration 54%

Protection from damage caused by styling 19% Repair ends 47%

Length retention 17% Frizz reduction 46%

Maximize volume 15% Repair damage 37%

Gray coverage 14% Hair growth 33% ...... 29 Q: What are your general hair needs? Base: Afro-Latina (n=398) AA (n=850) and Hispanic (n=256) data from previous SSI research Afro-Latina women have 3.73 different hair needs on average

This is slightly lower than African American (3.99) or Hispanic (4.00 women).

...... 30 Repairing damage is less of a concern for Afro-Latina women

37% 35%

Significantly fewer Afro-Latina women 28% listed damage repair as a hair need compared to either African American or Hispanic women.

This aligns with the earlier reported Latina

- finding that many Afro-Latinas describe Afro

African American American African their hair as healthy. Hispanic / Latin / HispanicAmerican

Repair damage

...... 31 Q: What are your general hair needs? Base: Afro-Latina (n=398) AA (n=850) and Hispanic (n=256) data from previous SSI research Afro-Latina need for growth, frizz reduction and length retention finds middle ground between AA and Hispanic women

The proportion of Afro-Latina women listing hair growth and 55% length retention amongst their hair need is significantly lower than 48% 46% amongst African American women, but significantly higher than amongst Hispanic women. The reverse is true of frizz reduction. 33% 31%

27% 25%

Afro-Latina 17% African American 10% Hispanic / Latin American

Hair growth Frizz reduction Length retention

...... 32 Q: What are your general hair needs? Base: Afro-Latina (n=398) AA (n=850) and Hispanic (n=256) data from previous SSI research HEALTHY EDGES is a need shared by both Afro-Latina and African American women.

Other Hispanic and Latin American women are less concerned about edges.

31%

28%

More than 40% of Afro- 19% Latinas with type 4 hair use

edge gel

Latina

-

Afro American African Hispanic / Latin / Hispanic American ...... 33 Healthy Edges Top 5 hair needs of Afro-Latina women, by hair type The top 3 hair needs of Afro-Latina women (moisture, growth, and scalp care) are amongst the top hair needs of Afro-Latinas with all hair types.

Hair growth 52% Moisture / Moisture / Moisture / 64% 60% 60% Moisture / hydration hydration hydration hydration 65%

Healthy edges 36% Frizz reduction 36% Hair growth 46% Hair growth 55% Hair growth 60%

Scalp care 34% Hair growth 34% Frizz reduction 38% Scalp care 43% Scalp care 45%

Moisture / 32% hydration Scalp care 34% Scalp care 35% Curl definition 36% Repair damage 30%

Heat protection 30% Repair ends 34% Curl definition 33% Repair ends 35% Healthy edges 28%

...... 34 Q: What are your general hair needs? Base: Afro-Latina (n=398) Afro-Latina Hair Styling and Maintenance

...... 35 Hair treatments & embellishment

17%

37% 36% 43%

100% natural / Have chemically Have colored Wear wig, weave chemical free altered texture hair or extensions

Weave / extension / clip 11% (no chemical 16% Permanent color 22% ins processing or hair Texturizer 10% Semi-permanent color 17% Wig 8% color, but may Brazillian blow out 8% wear wig/weave) Permanent wave/curl 7% Partial relaxer 5% ...... 36 Q: Does your hair currently have any of these treatments? Base: Afro-Latina (n=398) Hair state

11% The hair state profile of Afro-Latina women is comparable to African 37% 35% American women. Chemically 41% treated While a similar proportion of Afro- 14% Latinas and African American women 20% Color only have chemically altered texture, Afro- (otherwise Latinas are less likely to use relaxer natural) (although some do), and more likely to 100% natural / use other chemical treatments including chemical free 52% 47% texturizer, permanent curl, and Brazilian 43% blow out compared to African American women.

Use of chemical treatment to alter hair Afro-LatinaAfro-Latina AfricanAfrican-American American Hispanic/Latino-AmericanHispanic / Latin American texture is less common amongst the general population of Hispanic women.

...... 37 Q: Does your hair currently have any of these treatments? Base: Afro-Latina (n=398) AA (n=928) and Hispanic (n=256) data from previous SSI research While African American women of all ages are embracing their natural hair and going chemical free, amongst Afro-Latina women this trend is more pronounced amongst under 45s.

Afro-Latina women aged 45+ are more likely than the younger generation to have either chemically altered hair texture (44%) or colored (but otherwise natural) hair (27%)

% with 100% natural / chemical free hair

45% 46% 54% 52% 51%

29%

18-29 30-44 45+ 18-29 30-44 45+ Afro-Latina African American ...... 38 Q: Does your hair currently have any of these treatments? Base: Afro-Latina (n=398) AA (n=928) data from previous SSI research The use of HAIR COLOR is very common for Hispanic women, but less common amongst African American women.

Color usage amongst Afro-Latino women falls between these two groups (more than one third color their hair).

% with colored hair

24% 36% 47%

...... 39 Q: Does your hair currently have any of these treatments? Base: Afro-Latina (n=398) AA (n=928) and Hispanic (n=256) data from previous SSI research Wig and weave usage rates are similar for Afro- Latina women as African American Hispanic women generally do not wear wigs or weaves.

20%

17%

3%

...... 40 Q: Does your hair currently have any of these treatments? Base: Afro-Latina (n=398) AA (n=928) and Hispanic (n=256) data from previous SSI research Afro-Latina Afro-Latina women typically opt for quick, no-fuss hairstyles – quick updos or wash & go

Quick / messy updo (eg quick , messy ) 34%

Wash and go / manipulated with some curl defining or styling product and left to dry (after cleansing and conditioning) 32%

Wash and go / however it naturally falls (after cleansing and conditioning) 31%

Straightened (eg using tools or heat) 29%

Braids (with extensions) 21%

Manipulated curly (eg using twists/ to create or define curls) 17%

Braids (without extension) 17%

Blow out 16%

Sleek / styled updo 15%

Curled / waved (eg using tools or heat) 15%

Wig, weave or hair extension 14%

Other 5% ...... 41 Q: What hairstyles do you typically wear? Base: Afro-Latina (n=398) 30% Of Afro-Latina women wear braids (amongst other choices) either with or without extensions

Braids (with extensions) 21%

Braids (without extension) 17%

Braids are favoured by Afro-Latinas with coily and zig zag coily hair

44% 43%

28% 20% 18%

...... 42 Q: What hairstyles do you typically wear? Base: Afro-Latina (n=398) 29% of Afro-Latina women regularly wear straightened styles Heat straightening is more common for Afro-Latinas with wavy or curly hair rather than coily or zig zag hair.

34% 33% 27% 21% 20%

63% of Afro-Latinas with 4C hair rarely or never use heat tools

In general, Hispanic women (30%) wear straightened styles more often than African American (23%)

...... 43 Q: What hairstyles do you typically wear? Base: Afro-Latina (n=398) Afro-Latina hair styling behavior

55% 60% 52% 58% 44% Use leave in conditioner for Use styling products Use heat styling tools Spend more than 30 mins Rarely or never spend more styling weekly or more often weekly or more often every 2 weeks or more styling hair at least weekly than 60 minutes styling hair

Use leave in conditioner for styling Use styling products in hair Use heat tools for styling (eg Spend more than 30 minutes Spend more than 60 minutes / curl definition straightener, curling wand) styling hair styling hair

Every day 15% 23% 12% 20% 9%

Every second day 12% 13% 8% 11% 9%

Twice per week 12% 11% 11% 11% 8%

Weekly 16% 13% 10% 16% 10%

Every 2 weeks 8% 6% 11% 8% 9%

Monthly 7% 6% 12% 9% 12%

Rarely 14% 16% 23% 16% 19% Never 16% 12% 15% 9% 25% ...... 44 Q: How often do you do each of the following: Base: Afro-Latina (n=398) Although no-fuss styles are popular with Afro-Latina women 43% spend more than 30 minutes styling their hair more than once each week

Afro-Latinas are more likely to report spending more than 30 minutes styling, and using styling products, multiple times per week compared to African American or Hispanic women

43% 48%

35% 26% 30% 21%

Spend 30 mins+ styling Use styling products (eg gel, mousse) more than once per week more than once per week ...... 45 Products Afro-Latinas use for styling

Leave in conditioner 55%

Hair oils 54%

Moisturizing styling lotions 41%

Gel 37%

Edge gel 30%

Curl cream 29% / spritz 27% Leave in conditioner and hairdress Heat protection 26% oils are used as styling aides by a majority of Afro-Latina women. Mousse 26% Styling creams 25% Moisturizing lotions and gels are Pure butters and oils 22% also popular.

Dry shampoo 20%

Wax / putty 8% ...... 46 Q: What types of styling products do you use? Base: Afro-Latina (n=398) On average, Afro-Latina women use more different types of products for styling than African American or Hispanic women They use products most commonly used by African American women (like oils, edge gel, and moisturizing lotion) as well as those which are less frequently used by African American women (such as dry shampoo and hair spray)

Afro-Latina African American Hispanic / Latin American

Average number of Average number of Average number of products used for styling: products used for styling: products used for styling: 3.98 3.85 3.24 59% 55% 54%

45% 42% 42% 41% 39% 37% 38% 35% 30% 29% 29% 28% 27% 27% 27% 27% 28% 24% 26% 26% 25% 25% 23% 22% 23% 22% 20% 22% 20% 17% 12% 7% 10% 8% 6% 6%

Leave in Hair oils Moisturizing Gel Edge gel Curl cream Hair spray / Heat protection Mousse Styling creams Pure butters Dry shampoo Wax / putty conditioner styling lotions spritz and oils ...... 47 Q: What types of styling products do you use? Base: Afro-Latina (n=398) AA (n=850) and Hispanic (n=256) data from previous SSI research Product usage by Afro-Latinas is tied to hair type Those with more Afro-centric hair textures have higher usage of products which are staples for African American women (eg leave in, oils, edge gels and curl cream)

70%

60%

50%

40%

30%

20%

10%

0% Leave in Hair oils Moisturizing Gel Edge gel Curl cream Hair spray / Heat Mousse Styling creams Pure butters Dry shampoo Wax / putty conditioner styling lotions spritz protection and oils ...... 48 Q: What types of styling products do you use? Base: Afro-Latina (n=398) Afro-Latina basic hair maintenance behavior

53% 48% 61% 59% 54% Wash hair with shampoo Use rinse out conditioner Co-wash at least once Use leave-in for conditioning Use scalp treatment products more than once per week more than once per week per week at least once per week weekly or more often

Use rinse out conditioner for Co-wash hair (using conditioner to Use leave-in conditioner for Wash hair using shampoo conditioning cleanse) conditioning Use products for scalp treatment

Every day 16% 12% 10% 16% 15%

Every second day 18% 17% 14% 12% 10%

Twice per week 18% 19% 21% 16% 11%

Weekly 22% 18% 16% 14% 18%

Every 2 weeks 15% 12% 11% 11% 8%

Monthly 8% 10% 8% 10% 12%

Rarely 3% 6% 6% 11% 12% Never 0% 7% 15% 10% 15% ...... 49 Q: How often do you do each of the following: Base: Afro-Latina (n=398) Compared to African American women Afro-Latinas are heavier and more frequent users of basic maintenance products like shampoo & conditioner

53% Wash with shampoo 15%

48% Use rinse out conditioner 17% African American women are more likely to complete these actions every 1-2 45% weeks. Co-wash

13% More than once per week: per oncethan More

45% Use leave in for conditioning 25% Afro-Latina African American ...... 50 Q: How often do you do each of the following: Base: Afro-Latina (n=398) AA (n=504) data from previous SSI research However, like African American women, Afro-Latinas with coily hair textures tend to use shampoo and conditioner less frequently (Although coily and zig zag coily Afro-Latinas still do so more often than coily and zig zag coily African American women)

Wash with shampoo Use rinse out conditioner for conditioning More than once per week Every 1-2 weeks More than once per week Every 1-2 weeks

69% 66% 56% 57% 53% 52% 53% 49%

Afro- 38% 40% 35% Latina 33% 33% 30% 33% 33% 25% 25% women: 23% 22%

...... 51 Q: How often do you do each of the following: Base: Afro-Latina (n=398) Afro-Latina Haircare Shopping Behavior

...... 52 Monthly spend on haircare On average, Afro-Latina women spend $37 per month on haircare purchases. This is higher than the average reported by African American and Hispanic women, owing to the wider assortment of products used by Afro-Latinas, and more frequent use of basic maintenance products .

Afro-Latina

< $10 13% Average monthly haircare spend: $37 $11-19 15%

African American $20-29 25% Average monthly haircare spend:

$30-39 14% $34

$40-59 19% Hispanic / Latin American

Average monthly $60+ 14% haircare spend: $30

...... 53 Q: In an average month, how much would you spend on haircare products? Base: Afro-Latina (n=398) AA (n=573) and Hispanic (n=171) data from previous SSI research Young Afro-Latinas spend more on haircare

Average monthly spend is highest in the 18-29 age bracket, and decreases with age. This aligns with spending patterns for African American women, but is in contrast to Hispanic haircare spending, which is highest amongst 30-44 year old women, and lowest in in the 18-29 bracket.

$41 $37 $38 $35 $34 $30 $31

$25 $26

18-29 30-44 45+ 18-29 30-44 45+ 18-29 30-44 45+ Afro-Latina African American Hispanic / Latin American ...... 54 Q: In an average month, how much would you spend on haircare products? Base: Afro-Latina (n=398) AA (n=573) and Hispanic (n=171) data from previous SSI research On average, Afro-Latina women with curly hair spend the most on haircare products (when compared to other curl patterns)

Average: Average: Average: Average: Average: $36 $32 $39 $37 $36

35%

30% 27% 28%

24% 24%

19% 18% 18% 18% 17% 16% 16% 16% 16% 14% 15% 14% 13% 14% 12% 13% 11% 11% 11% 11% 11% 10% 10% 10%

< $10 $11-19 $20-29 $30-39 $40-59 $60+ ...... 55 Q: In an average month, how much would you spend on haircare products? Base: Afro-Latina (n=398) Afro-Latina women most commonly buy haircare from Walmart

Walmart 63%

Local beauty supply stores 36%

Sally beauty 35%

Target 33%

Drug stores 32%

Dollar / discount stores 25%

Beauty specialty stores 25%

Online 24%

Grocery store / supermarket 14% However they also shop in other channels including Salons 13% beauty supply, Sally’s, Target, and drug stores Via social media 6% ...... 56 Q: Where do you usually buy haircare products? Base: Afro-Latina (n=398) Hispanic/Latina women typically DO NOT shop in beauty supply stores however AFRO-LATINA WOMEN DO

40% In particular, Afro-Latinas with type 4 hair shop in beauty supply 36% to find products to meet their textured hair needs

12% 53% Afro- African Hispanic 48% Latina American / Latin American Buy haircare from local beauty supply stores 33% 30%

20%

...... 57 Q: Where do you usually buy haircare products? Base: Afro-Latina (n=398) AA (n=850) and Hispanic (n=256) data from previous SSI research Afro-Latina women are also more likely than other Hispanic women to shop the dollar channel And are more likely than African American women to shop in beauty specialty stores (eg Ulta, Sephora), and Target. Fewer Afro-Latinas reported buying haircare online compared to either African American or Hispanic women.

63% 61% 60%

Afro-Latina

African American

Hispanic / Latin American 40% 40%

36% 35% 35% 33% 32% 33% 32% 30% 29% 30% 29% 26% 25% 25% 25% 24% 24%

18% 17% 16% 14% 13% 13% 12%

8% 6% 3% 3%

Walmart Local beauty Sally beauty Target Drug stores Dollar / discount Beauty specialty Online Grocery store / Salons Via social media supply stores stores stores supermarket ...... 58 Q: Where do you usually buy haircare products? Base: Afro-Latina (n=398) AA (n=850) and Hispanic (n=256) data from previous SSI research Which aisle do Afro-Latina women shop in?

GM only 5% 95% MC only Usually GM 22% of Afro-Latina women 17% buy some haircare products from the African American or multicultural aisle

43% shop mostly or exclusively in the multicultural section Usually MC 21%

Both 73% buy products from both sections, but 35% around half of these woman favour either one section or the other.

...... 59 Q: When shopping for haircare products, which section/aisle do you usually shop in? Base: Afro-Latina (n=398) Aisle choice varies by hair type, but most Afro-Latina women shop in MCHC for some of their haircare purchases

4% 4% 5% 5% 11% 3% 13% 20% 27% 18% 29% Afro-Latina women with 30% coily or zig zag coily hair 34% GM only shop in the multicultural 39% 26% Usually GM 42% section more often. 18% Both Usually MC A majority of these women 23% MC only shop in multicultural haircare 14% for most or all of their 18% 38% 35% haircare needs.

18% 19% 10%

Straight Wavy Curly Coily Kinky / Zig zag coily ...... 60 Q: When shopping for haircare products, which section/aisle do you usually shop in? Base: Afro-Latina (n=398) Aisle choice behavior is similar for Afro-Latina and African American women

Although African American 5% 14% women are more likely to 17% shop EXCLUSIVELY in the 7% multicultural aisle, a similar proportion of African 68% American and Afro-Latino 31% 35% women (more than three GM only quarters) said they regularly Usually GM shop in MCHC. 16% Both 21% Usually MC 4% In contrast, more than two MC only thirds of Hispanic women 20% 32% said that they do not shop 22% 0% in MCHC, and only buy 9% haircare in the general Afro-LatinaAfro-Latina AfricanAfrican AmericanAmerican HispanicHispanic / Latin American market section.

...... 61 Q: When shopping for haircare products, which section/aisle do you usually shop in? Base: Afro-Latina (n=398) AA (n=341) and Hispanic (n=81) data from previous SSI research The #1 reason Afro-Latina women shop in the multicultural aisle is to find products that suit their HAIR TYPE They also commonly perceive MCHC products to be high quality

Products that suit my hair type 55%

High quality products 44%

Products that suit my ethnicity/race 38% Leave in conditioner and hairdress Trusted brands 38% oils are used as styling aides by a majority of Afro-Latina women.

Good prices 37% Moisturizing lotions and gels are also popular. Wide product range 23%

It has products I can't find in the general haircare section 18% ...... 62 Q: Why do you buy haircare products in Multicultural or African American section /aisle? Base: Afro-Latina women who shop in MCHC at least sometimes (n=378) Barriers to Afro-Latino women shopping in MCHC (or shopping there more often)

Nothing / No barriers 47%

I don't think those products will meet my needs because of 22% my hair type While many Afro-Latina women said there are no barriers to them shopping in MCHC I have never thought to shop in that aisle 14% almost one quarter

I don't think those products will meet my needs because of said that they don’t shop there more often because they 12% my ethnicity don’t think products will suit their hair type

I feel those products/brands are inferior quality 10% 27% 27% 22% 20% I would feel embarrassed or uncomfortable shopping there 8% 8%

I don't belong in that aisle 6%

This response was more common from those with straight or wavy hair, however Other reason 5% even some Afro-Latinas with curly or coily hair are unsure whether MCHC products are suitable for their hair...... 63 Q: What if anything, prevents you from shopping for haircare in the Multicultural or African American section (or shopping there more often)? Base: Afro-Latina (n=398) Afro-Latina style influencers

...... 64 Afro-Latina women look to influencers with the same hair type for hair & beauty inspiration and information

They are more likely to look to Afro-Latina and African American influencers rather than Hispanic or Latino influencers

Women with the same hair type (any 54% ethnicity)

African American women 41%

Women with the same ethnicity (ie 39% black/African and Latino mixed race)

Hispanic / Latino women 22%

Other 3%

65 Q: For. hair &. beauty . inspiration, . . tutorials, . .product . information, . . who. do you. mostly. look. for. or follow??. .Base: .Afro -Latina. .(n=398) ...... Afro-Latina women with coily or zig zag coily hair are more likely than other Afro-Latinas to look to African American beauty influencers

61% 57% 58% 55% 55% 51% 49%

42% 39% 37% 34% 34% 31% 33% 33% 30%

22% 18% 15% 10%

Women with the same hair type (any ethnicity) African American women Women with the same ethnicity (ie black/African Hispanic / Latino women and Latino mixed race) ...... 66 Q: For hair & beauty inspiration, tutorials, product information, who do you mostly look for or follow?? Base: Afro-Latina (n=398) Amara La Negra Is a cultural and style icon for Afro-Latina women. She is vocal about her heritage and the struggles with colorism and lack of representation faced by the Afro-Latina community

...... 67 Q: Which online influencers (eg celebrities, social media accounts, blogs, YouTube channels) do you follow for hair, beauty & style inspiration? Celebrities Afro-Latinas follow for hair and beauty inspiration include:

BEYONCE J-LO RIHANNA KIM KARDASHIAN

KYLIE JENNER ARIANA GRANDE SOFIA VERGARA TRACEE ELLIS ROSS

...... SHAKIRA ...... CARDI . . . B . . . .GABRIELLE . . . . . UNION . ISSA RAE Q: For hair & beauty inspiration, tutorials, product information, who do you mostly look for or follow?? Base: Afro-Latina (n=398) Online influencers and social media accounts followed by Afro-Latina women include:

...... 69 Q: For hair & beauty inspiration, tutorials, product information, who do you mostly look for or follow?? Base: Afro-Latina (n=398) Online influencers and social media accounts followed by Afro-Latina women include:

...... 70 Q: For hair & beauty inspiration, tutorials, product information, who do you mostly look for or follow?? Base: Afro-Latina (n=398) Brands and corporate accounts followed include:

...... 71 Q: For hair & beauty inspiration, tutorials, product information, who do you mostly look for or follow?? Base: Afro-Latina (n=398) Latina Owned Hair Care Brands for Textured Hair

Julissa Prado, Founder

...... 72 Multicultural Impact

...... 73 Afro-Latina survey results revealed: These Product Types and Multicultural Brands are important to this consumer.

...... 74 Afro-Latina Favorites… *Outpace Market Growth *Drive Higher Consumer Dollar Spend

GEL GROWTH TRENDS HAIR OIL GROWTH TRENDS Dollar Unit Ave Growth Growth Price Dollar Unit Ave Total Multicultural 14.6% 10.1% $3.54 Growth Growth Price LEAVE-IN CONDITIONER GROWTH TRENDS Total Multicultural 7.9% 4.3% $5.00 AFRO-LATINA FAVORITES Dollar Unit Ave AFRO-LATINA FAVORITES Aunt Jackie's 65.8% 67.5% $6.43 Growth Growth Price The Mane Choice 34.6% 35.1% $11.99 Deva Curl 47.7% 53.1% $18.88 Total Multicultural 8.8% 7.1% $6.99 Camile Rose Naturals 52.9% 64.1% $14.71 The Mane Choice 44.2% 44.6% $11.74 AFRO-LATINA FAVORITES Alikay Naturals 15.7% 15.8% $16.37 Shea Moisture 9.7% 9.2% $10.22 CURL CREAM GROWTH TRENDS Dollar Unit Ave Camile Rose Naturals 37.0% 36.2% $13.43 STYLING LOTION GROWTH TRENDS Growth Growth Price Aunt Jackie's 119.6% 105.9% $6.81 Dollar Unit Ave Total Multicultural 9.0% 8.1% $7.39 Alikay Naturals 15.8% 11.4% $15.44 Growth Growth Price AFRO-LATINA FAVORITES The Mane Choice 219.0% 232.4% $13.89 Total Multicultural 3.2% -0.4% $10.30 Shea Moisture 2.0% 2.0% $8.96 Deva Curl 27.5% 28.7% $20.52 AFRO-LATINA FAVORITES Deva Curl 40.1% 37.9% $24.37 Camile Rose Naturals 5.3% 4.5% $20.02 Aunt Jackie's 70.8% 67.5% $6.50 Carol's Daughter New New $10.38 Camile Rose Naturals 2.3% 3.6% $16.17 Carol's Daughter 16.9% 24.7% $9.91

...... 75 Results reflect Total MULO performance for all shoppers, IRI 52WE 12.29.19 Cross Cultural Hispanic Brands African American consumers are supporting the growth of traditionally Hispanic brand gels through their quest for defined natural curl patterns and protective styles.

...... *All. YouTube. . Reviews posted within the past 12 months 76 Cross Cultural Hispanic Brands Surveyed Afro Latina Wig and Weave usage rates are similar to African Americans; therefore, both are fueling the growth of this traditionally Hispanic Brand.

...... 77 Local Beauty Supply Stores

The top Hispanic brands sold in Local Beauty Supply Stores reflect the Cross-Cultural desire for curl definition and protective styling for Afro- Latina’s and African American women.

. . . Share. . of Units. . Sold ...... 78 SSI Custom Beauty Supply Store Report Q3 2019 Hispanic Brands in Retail Chains

...... 79 Hispanic Hair Care Brands • While Latina women choose to use Multicultural & General Market products, Hispanic Brands are also an option. • The focus on meeting the needs of textured hair has expanded product options for all Latina women beyond traditional Hispanic brands. • Retail Chain results reflect the declines in these brands as consumers embrace the diversified choices offered by the marketplace.

$ % Unit % Avg Avg Price Avg Wkly Avg Wkly ACV % Dollars, Geo/Retailer Dollar Sales Unit Sales Chg Chg Price Chg ACV Wtd Dist Wtd Dist Chg Any Merch

Total US - Multi Outlet $ 45,683,775 -4.6% 14,797,380 -1.7% $3.09 -$0.09 0.79 0.0 12.0% Total US - Mass $ 28,142,004 -1.7% 9,992,865 1.2% $2.82 -$0.08 na na na Total US - Food $ 10,282,978 -5.2% 3,153,198 -5.3% $3.26 $0.00 0.36 0.0 9.5% Total US - Drug $ 7,258,793 -13.7% 1,651,315 -10.4% $4.40 -$0.17 0.54 -0.1 17.1% Target $ 3,826,301 -5.1% 1,226,673 -6.3% $3.12 $0.04 6.23 -0.4 20.5% Walgreens $ 3,411,117 -20.5% 678,110 -18.3% $5.03 -$0.14 0.81 -0.2 23.0% CVS $ 2,792,728 -3.5% 723,158 -0.5% $3.86 -$0.12 0.88 0.0 8.0%

...... 80 Source: SSI Custom Retail Chains Report, IRI 52we 12.29.19 Top Hispanic Brands Performance

Dollar $ % Unit % Avg Avg Price Avg Wkly Avg Wkly ACV % Dollars, Brands Dollar Sales Unit Sales Rank Chg Chg Price Chg ACV Wtd Dist Wtd Dist Chg Any Merch TOTAL HISPANIC BRANDS $ 45,683,775 -4.6% 14,797,380 -1.7% $3.09 -$0.09 0.79 0.0 12.0% 1 MOCO DE GORILA $ 14,109,965 -8.1% 5,269,073 -5.9% $2.68 -$0.06 3.94 0.1 16.9% 2 WET LINE XTREME $ 7,468,533 12.0% 3,357,649 9.5% $2.22 $0.05 2.00 0.1 9.4% 3 TIO NACHO $ 5,991,104 -16.1% 870,563 -14.8% $6.88 -$0.11 1.44 0.0 17.5% 4 SAVILE $ 3,496,430 42.0% 1,193,501 44.4% $2.93 -$0.05 0.60 0.3 7.9% 5 GRISI $ 2,375,540 -3.5% 821,738 -4.6% $2.89 $0.03 0.79 0.0 9.1% 6 CABELLINA $ 1,822,591 -5.1% 267,635 -5.6% $6.81 $0.04 0.81 0.0 3.5% 7 SUPER WET $ 1,578,389 7.6% 969,957 9.3% $1.63 -$0.03 3.12 0.6 3.0% 8 MEDICASP $ 1,346,420 -23.2% 157,735 -23.8% $8.54 $0.06 1.73 -0.3 10.4% 9 LA BELLA $ 1,323,861 -39.9% 444,759 -43.9% $2.98 $0.19 0.46 -0.3 12.4% 10 TRES FLORES $ 1,246,028 -5.3% 303,301 -2.9% $4.11 -$0.11 1.61 0.1 3.2% 11 SILICON MIX $ 843,485 4.0% 114,424 5.8% $7.37 -$0.12 0.18 0.0 6.1% 12 SEDAL $ 772,160 6.9% 207,970 11.7% $3.71 -$0.17 0.20 -0.1 9.4% 13 VANART $ 635,705 -12.1% 261,566 -12.7% $2.43 $0.02 0.26 0.0 21.9% 14 CRE C $ 634,052 -12.3% 61,221 -12.1% $10.36 -$0.02 1.17 -0.1 3.1% 15 BOE $ 424,760 -0.2% 78,685 -0.6% $5.40 $0.02 0.20 0.0 2.8% 16 MIRTA DE PERALES $ 410,615 -18.4% 43,885 -24.6% $9.36 $0.72 0.07 0.0 7.7% 17 DE LA CRUZ $ 237,714 -0.6% 29,548 -1.4% $8.05 $0.06 0.78 0.1 5.0% 18 PALMOLIVE $ 231,447 2.9% 56,164 5.4% $4.12 -$0.10 0.02 0.0 4.0% 19 NICOLE $ 194,894 -5.1% 121,726 -6.7% $1.60 $0.03 1.29 -0.1 1.2% 20 RICITOS DE ORO $ 161,056 6.0% 57,684 5.5% $2.79 $0.01 0.23 0.0 5.5% ALL OTHER $ 379,028 -11.4% 108,597 -13.4% $3.49 $0.08 0.03 0.0 5.7% • Hispanic Hair Care dollars are down -5% with 2/3rd of the top 20 brands in decline...... 81 Source: SSI Custom Retail Chains Report, IRI 52we 12.29.19 Top Hispanic Growth Brands

Dollar $ % Unit % Avg Avg Price Avg Wkly Avg Wkly ACV % Dollars, Brands Dollar Sales Unit Sales Rank Chg Chg Price Chg ACV Wtd Dist Wtd Dist Chg Any Merch TOTAL HISPANIC BRANDS $ 45,683,775 -4.6% 14,797,380 -1.7% $3.09 -$0.09 0.79 0.0 12.0% 2 WET LINE XTREME $ 7,468,533 12.0% 3,357,649 9.5% $2.22 $0.05 2.00 0.1 9.4% 4 SAVILE $ 3,496,430 42.0% 1,193,501 44.4% $2.93 -$0.05 0.60 0.3 7.9% 7 SUPER WET $ 1,578,389 7.6% 969,957 9.3% $1.63 -$0.03 3.12 0.6 3.0% 11 SILICON MIX $ 843,485 4.0% 114,424 5.8% $7.37 -$0.12 0.18 0.0 6.1% 12 SEDAL $ 772,160 6.9% 207,970 11.7% $3.71 -$0.17 0.20 -0.1 9.4% 18 PALMOLIVE $ 231,447 2.9% 56,164 5.4% $4.12 -$0.10 0.02 0.0 4.0% 20 RICITOS DE ORO $ 161,056 6.0% 57,684 5.5% $2.79 $0.01 0.23 0.0 5.5% • Wet Line Xtreme is an assortment of Gels that is challenging declining category leader, Moco De Gorila, with a higher rate of growth. • Savile is the fastest growing brand with an assortment of & Conditioners. • Super Wet is also a line of Gels that has a strong growth rate with ACV distribution similar to Moco De Gorilla. It gained the most distribution of top 20 brands...... 82 Source: SSI Custom Retail Chains Report, IRI 52we 12.29.19 Top Hispanic Brands by Channel $ % Unit % Avg Avg Price Avg Wkly Avg Wkly ACV Top Brand by Geo Dollar Sales Unit Sales Chg Chg Price Chg ACV Wtd Dist Wtd Dist Chg Total US - Multi Outlet $ 45,683,775 -4.6% 14,797,380 -1.7% $3.09 -$0.09 0.79 0.0 MOCO DE GORILA $ 14,109,965 -8.1% 5,269,073 -5.9% $2.68 -$0.06 3.94 0.1 WET LINE XTREME $ 7,468,533 12.0% 3,357,649 9.5% $2.22 $0.05 2.00 0.1 TIO NACHO $ 5,991,104 -16.1% 870,563 -14.8% $6.88 -$0.11 1.44 0.0 SAVILE $ 3,496,430 42.0% 1,193,501 44.4% $2.93 -$0.05 0.60 0.3 GRISI $ 2,375,540 -3.5% 821,738 -4.6% $2.89 $0.03 0.79 0.0 Total US - Mass $ 28,142,004 -1.7% 9,992,865 1.2% $2.82 -$0.08 na na MOCO DE GORILA $ 10,768,200 -7.0% 4,100,688 -3.8% $2.63 -$0.09 na na WET LINE XTREME $ 5,096,593 15.4% 2,346,856 12.5% $2.17 $0.06 na na TIO NACHO $ 2,707,493 -11.1% 389,443 -7.9% $6.95 -$0.25 na na SAVILE $ 2,089,247 79.7% 731,693 81.9% $2.86 -$0.04 na na CABELLINA $ 1,296,763 -1.9% 200,145 -1.8% $6.48 -$0.01 na na Total US - Food $ 10,282,978 -5.2% 3,153,198 -5.3% $3.26 $0.00 0.36 0.0 MOCO DE GORILA $ 2,157,681 -8.6% 772,644 -12.6% $2.79 $0.12 1.43 0.0 WET LINE XTREME $ 1,513,383 2.9% 679,355 1.4% $2.23 $0.03 0.91 0.0 SAVILE $ 1,392,133 7.8% 457,363 8.4% $3.04 -$0.02 0.41 0.1 TIO NACHO $ 1,004,127 -16.9% 134,014 -14.8% $7.49 -$0.19 0.83 -0.1 GRISI $ 671,508 -5.6% 216,301 -5.4% $3.10 -$0.01 0.58 0.0 Total US - Drug $ 7,258,793 -13.7% 1,651,315 -10.4% $4.40 -$0.17 0.54 -0.1 TIO NACHO $ 2,279,483 -21.0% 347,106 -21.4% $6.57 $0.03 2.25 -0.7 MOCO DE GORILA $ 1,184,084 -15.7% 395,741 -12.7% $2.99 -$0.11 1.55 -0.1 WET LINE XTREME $ 858,557 10.0% 331,438 6.7% $2.59 $0.08 2.06 0.1 MEDICASP $ 689,445 -29.9% 75,204 -30.4% $9.17 $0.07 3.23 -1.1 GRISI $ 465,902 0.5% 144,617 -4.1% $3.22 $0.14 0.51 0.0 • Wet Line Xtreme and Savile are driving sales across all channels...... 83 Source: SSI Custom Retail Chains Report, IRI 52we 12.29.19 Top Hispanic Brands by Retailer

$ % Unit % Avg Avg Price Avg Wkly Avg Wkly ACV Top Brand by Retailer Dollar Sales Unit Sales Chg Chg Price Chg ACV Wtd Dist Wtd Dist Chg Target $ 3,826,301 -5.1% 1,226,673 -6.3% $3.12 $0.04 6.23 -0.4 MOCO DE GORILA $ 1,675,593 -4.7% 613,292 -4.9% $2.73 $0.01 15.96 0.4 WET LINE XTREME $ 714,710 84.6% 247,391 88.4% $2.89 -$0.06 25.44 8.9 LA BELLA $ 427,570 -45.1% 169,640 -48.0% $2.52 $0.13 4.70 -4.0 TIO NACHO $ 400,692 -15.2% 57,015 -14.3% $7.03 -$0.07 4.01 -0.5 SILICON MIX $ 165,656 3.1% 24,460 15.9% $6.77 -$0.84 4.75 1.6 Walgreens $ 3,411,117 -20.5% 678,110 -18.3% $5.03 -$0.14 0.81 -0.2 TIO NACHO $ 1,543,472 -18.7% 236,698 -24.9% $6.52 $0.50 3.66 -1.3 MEDICASP $ 564,202 -35.6% 61,323 -35.5% $9.20 -$0.01 6.11 -2.5 MOCO DE GORILA $ 505,325 -25.2% 176,155 -19.2% $2.87 -$0.23 1.61 -0.2 WET LINE XTREME $ 344,367 11.0% 119,051 15.0% $2.89 -$0.11 2.42 0.2 SILICON MIX $ 153,141 4.5% 19,509 1.5% $7.85 $0.23 0.41 0.0 CVS $ 2,792,728 -3.5% 723,158 -0.5% $3.86 -$0.12 0.88 0.0 MOCO DE GORILA $ 495,501 -5.1% 158,327 -5.3% $3.13 $0.01 2.72 -0.2 TIO NACHO $ 468,910 -32.0% 72,716 -15.8% $6.45 -$1.54 1.52 -0.6 WET LINE XTREME $ 388,209 11.8% 167,164 2.7% $2.32 $0.19 2.79 0.0 GRISI $ 302,175 5.1% 93,414 -1.8% $3.23 $0.21 1.39 0.0 CABELLINA $ 159,291 3.4% 21,336 3.1% $7.47 $0.03 0.42 0.0 Wet Line Xtreme is growing significantly in Target due to high and increasing distribution. It is also a top brand and growth driver in Walgreens and CVS...... 84 Source: SSI Custom Retail Chains Report, IRI 52we 12.29.19 Hispanic Hair Care by IRI Defined Product Type

IRI Defined Category by Unit % Avg Avg Price Avg Wkly Avg Wkly ACV % Dollars, Dollar Sales $ % Chg Unit Sales Product Type Chg Price Chg ACV Wtd Dist Wtd Dist Chg Any Merch Total Hispanic Brands $ 45,683,775 -4.6% 14,797,380 -1.7% $3.09 -$0.09 0.79 0.0 12.0% HAIR STYLING GEL/MOUSSE $ 26,077,553 -4.0% 10,435,280 -2.2% $2.50 -$0.05 1.77 0.0 12.8% HAIR STYLING PRODUCT $ 26,069,806 -4.0% 10,433,274 -2.2% $2.50 -$0.05 1.80 0.0 12.8% All Other $ 7,747 24.7% 2,006 21.2% $3.86 $0.11 0.02 0.0 0.1% SHAMPOO $ 14,519,061 -7.7% 3,087,707 -2.3% $4.70 -$0.28 0.45 0.0 11.9% SHAMPOO $ 12,259,855 -6.8% 2,609,853 -1.6% $4.70 -$0.26 0.42 0.0 12.1% DANDRUFF SHAMPOO $ 1,352,030 -23.4% 159,078 -23.8% $8.50 $0.05 1.08 -0.2 10.5% SHAMP & COND IN 1 $ 905,105 10.0% 318,408 6.7% $2.84 $0.08 0.76 0.1 10.8% All Other $ 2,070 1734.5% 368 4497.6% $5.62 -$8.47 0.03 0.0 3.6% $ 4,869,812 1.9% 1,210,956 5.3% $4.02 -$0.13 0.34 0.0 7.8% HAIR CONDITIONER $ 3,698,705 0.7% 963,176 6.6% $3.84 -$0.23 0.50 0.0 8.3% HAIR TREATMENT $ 1,063,972 9.6% 232,795 2.6% $4.57 $0.29 0.15 0.0 6.2% All Other $ 107,134 -21.0% 14,985 -25.1% $7.15 $0.37 0.04 0.0 6.7% $ 201,633 -2.6% 59,975 -6.9% $3.36 $0.15 0.11 0.0 7.3% HAIR COLORING $ 201,633 -2.6% 59,975 -6.9% $3.36 $0.15 0.11 0.0 7.3% HAIR SPRAY/SPRITZ $ 15,716 64.7% 3,461 69.6% $4.54 -$0.14 0.02 0.0 0.8% HAIR SPRAY $ 15,716 64.7% 3,461 69.6% $4.54 -$0.14 0.02 0.0 0.8%

• Shampoo has the highest average price of all the segments and is the largest contributor to category dollar decline...... 85 Source: SSI Custom Retail Chains Report, IRI 52we 12.29.19 Hispanic Brands by Category $ % Unit % Avg Avg Price Avg Wkly Avg Wkly ACV % Dollars, Brand by Category Dollar Sales Unit Sales Chg Chg Price Chg ACV Wtd Dist Wtd Dist Chg Any Merch Total Hispanic Brands $ 45,683,775 -4.6% 14,797,380 -1.7% $3.09 -$0.09 0.79 0.0 12.0% MOCO DE GORILA $ 14,109,965 -8.1% 5,269,073 -5.9% $2.68 -$0.06 3.94 0.1 16.9% HAIR STYLING GEL/MOUSSE $ 14,109,965 -8.1% 5,269,073 -5.9% $2.68 -$0.06 3.94 0.1 16.9% WET LINE XTREME $ 7,468,533 12.0% 3,357,649 9.5% $2.22 $0.05 2.00 0.1 9.4% • Styling leader Moco HAIR STYLING GEL/MOUSSE $ 7,468,533 12.0% 3,357,649 9.5% $2.22 $0.05 2.00 0.1 9.4% De Gorila has a TIO NACHO $ 5,991,104 -16.1% 870,563 -14.8% $6.88 -$0.11 1.44 0.0 17.5% SHAMPOO $ 5,143,918 -17.1% 744,612 -15.4% $6.91 -$0.14 1.44 -0.1 17.9% higher average price HAIR CONDITIONER $ 847,186 -9.5% 125,951 -10.8% $6.73 $0.10 1.45 0.1 15.5% SAVILE $ 3,496,430 42.0% 1,193,501 44.4% $2.93 -$0.05 0.60 0.3 7.9% than direct SHAMPOO $ 2,357,983 40.1% 801,249 42.2% $2.94 -$0.05 0.64 0.3 10.1% HAIR CONDITIONER $ 1,034,905 51.1% 364,939 53.2% $2.84 -$0.04 0.97 0.5 3.6% competitors Wet Line HAIR STYLING GEL/MOUSSE $ 103,542 10.0% 27,313 10.1% $3.79 $0.00 0.04 0.0 0.9% Xtreme and Super GRISI $ 2,375,540 -3.5% 821,738 -4.6% $2.89 $0.03 0.79 0.0 9.1% SHAMPOO $ 1,608,206 -3.4% 531,271 -4.7% $3.03 $0.04 0.73 0.0 9.9% Wet. HAIR CONDITIONER $ 692,990 -4.0% 264,286 -4.3% $2.62 $0.01 1.47 0.0 7.9% HAIR COLORING $ 66,637 1.1% 23,823 -3.1% $2.80 $0.12 0.24 0.0 3.9% • Shampoo & HAIR STYLING GEL/MOUSSE $ 7,706 -25.3% 2,357 -27.3% $3.27 $0.09 0.02 0.0 0.1% CABELLINA $ 1,822,591 -5.1% 267,635 -5.6% $6.81 $0.04 0.81 0.0 3.5% Conditioner leading SHAMPOO $ 1,783,699 -4.8% 262,778 -5.2% $6.79 $0.04 1.12 0.0 3.5% HAIR CONDITIONER $ 38,891 -17.4% 4,857 -21.8% $8.01 $0.42 0.04 0.0 2.0% brand Tio Nacho is SUPER WET $ 1,578,389 7.6% 969,957 9.3% $1.63 -$0.03 3.12 0.6 3.0% declining and has an HAIR STYLING GEL/MOUSSE $ 1,578,389 7.6% 969,957 9.3% $1.63 -$0.03 3.12 0.6 3.0% MEDICASP $ 1,346,420 -23.2% 157,735 -23.8% $8.54 $0.06 1.73 -0.3 10.4% average price double SHAMPOO $ 1,346,420 -23.2% 157,735 -23.8% $8.54 $0.06 1.73 -0.3 10.4% LA BELLA $ 1,323,861 -39.9% 444,759 -43.9% $2.98 $0.19 0.46 -0.3 12.4% that of growing HAIR STYLING GEL/MOUSSE $ 1,235,348 -36.3% 415,912 -40.1% $2.97 $0.18 0.66 -0.4 12.3% SHAMPOO $ 58,629 -66.7% 19,392 -69.9% $3.02 $0.29 0.25 -0.2 14.1% competitor Savile. HAIR CONDITIONER $ 29,884 -65.8% 9,455 -71.6% $3.16 $0.54 0.19 -0.1 11.0% TRES FLORES THREE FLOWERS $ 1,246,028 -5.3% 303,301 -2.9% $4.11 -$0.11 1.61 0.1 3.2% HAIR STYLING GEL/MOUSSE $ 1,246,028 -5.3% 303,301 -2.9% $4.11 -$0.11 1.61 0.1 3.2% ...... 86 Source: SSI Custom Retail Chains Report, IRI 52we 12.29.19 Hispanic Brand by Category Continued

$ % Unit % Avg Avg Price Avg Wkly Avg Wkly ACV % Dollars, Brand by Category Dollar Sales Unit Sales Chg Chg Price Chg ACV Wtd Dist Wtd Dist Chg Any Merch Total Hispanic Brands $ 45,683,775 -4.6% 14,797,380 -1.7% $3.09 -$0.09 0.79 0.0 12.0% SILICON MIX $ 843,485 4.0% 114,424 5.8% $7.37 -$0.12 0.18 0.0 6.1% HAIR CONDITIONER $ 714,680 4.4% 92,757 7.8% $7.70 -$0.25 0.21 0.0 6.5% SHAMPOO $ 89,356 -10.2% 17,279 -9.1% $5.17 -$0.06 0.15 0.0 4.7% HAIR STYLING GEL/MOUSSE $ 39,449 45.0% 4,388 40.3% $8.99 $0.29 0.03 0.0 3.4% • The majority of SEDAL $ 772,160 6.9% 207,970 11.7% $3.71 -$0.17 0.20 -0.1 9.4% Hispanic Brands HAIR CONDITIONER $ 373,256 10.0% 107,391 15.8% $3.48 -$0.18 0.29 -0.1 9.1% SHAMPOO $ 336,926 1.4% 85,321 4.8% $3.95 -$0.13 0.20 -0.1 11.4% are primarily HAIR STYLING GEL/MOUSSE $ 61,978 22.4% 15,258 26.7% $4.06 -$0.14 0.04 0.0 0.7% VANART $ 635,705 -12.1% 261,566 -12.7% $2.43 $0.02 0.26 0.0 21.9% Shampoo & SHAMPOO $ 574,677 -10.2% 236,267 -10.8% $2.43 $0.02 0.29 0.0 21.2% HAIR CONDITIONER $ 61,028 -26.3% 25,299 -26.6% $2.41 $0.01 0.12 -0.1 28.3% Conditioners. CRE C $ 634,052 -12.3% 61,221 -12.1% $10.36 -$0.02 1.17 -0.1 3.1% SHAMPOO $ 624,733 -11.2% 60,166 -10.9% $10.38 -$0.04 1.74 -0.1 3.1% • HAIR CONDITIONER $ 9,319 -51.6% 1,055 -50.1% $8.84 -$0.27 0.03 0.0 2.7% This could be a BOE $ 424,760 -0.2% 78,685 -0.6% $5.40 $0.02 0.20 0.0 2.8% contributor to HAIR CONDITIONER $ 305,179 -0.8% 50,357 0.1% $6.06 -$0.06 0.17 0.0 3.1% SHAMPOO $ 119,581 1.5% 28,327 -1.9% $4.22 $0.14 0.29 0.0 1.8% decline while MIRTA DE PERALES $ 410,615 -18.4% 43,885 -24.6% $9.36 $0.72 0.07 0.0 7.7% HAIR CONDITIONER $ 285,023 -17.8% 29,408 -23.9% $9.69 $0.72 0.08 0.0 9.5% Multicultural and SHAMPOO $ 86,887 -16.5% 10,668 -22.8% $8.14 $0.61 0.04 0.0 4.0% HAIR STYLING GEL/MOUSSE $ 38,706 -26.2% 3,809 -34.1% $10.16 $1.09 0.07 -0.1 3.1% General Market DE LA CRUZ $ 237,714 -0.6% 29,548 -1.4% $8.05 $0.06 0.78 0.1 5.0% HAIR CONDITIONER $ 237,714 -0.6% 29,548 -1.4% $8.05 $0.06 0.78 0.1 5.0% assortments are PALMOLIVE $ 231,447 2.9% 56,164 5.4% $4.12 -$0.10 0.02 0.0 4.0% growing with SHAMPOO $ 172,171 3.6% 42,492 6.7% $4.05 -$0.12 0.02 0.0 3.0% HAIR STYLING GEL/MOUSSE $ 22,402 -21.6% 4,324 -24.3% $5.18 $0.18 0.03 0.0 15.0% Styling products HAIR CONDITIONER $ 21,159 2.0% 5,887 3.4% $3.59 -$0.05 0.04 0.0 2.7% HAIR SPRAY/SPRITZ $ 15,716 64.7% 3,461 69.6% $4.54 -$0.14 0.02 0.0 0.8% for textured hair. NICOLE $ 194,894 -5.1% 121,726 -6.7% $1.60 $0.03 1.29 -0.1 1.2% SHAMPOO $ 117,843 -2.9% 73,622 -4.5% $1.60 $0.03 1.43 0.0 1.2% HAIR CONDITIONER $ 77,051 -8.3% 48,103 -10.0% $1.60 $0.03 1.15 -0.1 1.3% RICITOS DE ORO $ 161,056 6.0% 57,684 5.5% $2.79 $0.01 0.23 0.0 5.5% HAIR STYLING GEL/MOUSSE $ 141,912 13.4% 52,638 10.1% $2.70 $0.08 1.11 0.2 5.1% SHAMPOO $ 19,144 -28.4% 5,046 -26.5% $3.79 -$0.10 0.01 0.0 8.4% ...... 87 Source: SSI Custom Retail Chains Report, IRI 52we 12.29.19 Hair Styling Gel/Mousse • Top 30 Products in IRI Defined Categories

Dollar Unit % Avg Avg Avg Wkly Avg Wkly ACV Top 30 Products Dollar Sales $ % Chg Unit Sales Rank Chg Price Price Chg ACV Wtd Dist Wtd Dist Chg Total Hair Styling Gel/Mousse $ 26,077,553 -4.0% 10,435,280 -2.2% $2.50 -$0.05 1.77 0.0 1 MOCO DE GORILA SNOT GORILLA GEL EXTREME HOLD 11.99 OZ $ 5,135,980 -23.3% 1,825,009 -23.0% $2.81 -$0.01 31.90 -0.6 2 WET LINE XTREME PROFESSIONAL EXTRA FIRM HOLD 35.26 OZ $ 2,221,218 15.4% 705,799 15.1% $3.15 $0.01 11.59 1.3 3 MOCO DE GORILA SNOT GORILLA GEL 11.9 OZ $ 1,840,611 -15.3% 654,396 -14.7% $2.81 -$0.02 21.57 0.2 4 WET LINE XTREME PROFESSIONAL EXTRA FIRM HOLD 17.64 OZ $ 1,515,357 11.0% 716,131 10.4% $2.12 $0.01 10.46 0.9 5 MOCO DE GORILA PUNK GORILLA SNOT GEL MAXIMUM HOLD 11.99 OZ $ 1,200,739 3136.1% 449,032 3015.6% $2.67 $0.10 5.09 3.0 6 MOCO DE GORILA SNOT GORILLA GEL EXTREME HOLD 9.52 OZ $ 1,108,331 -6.2% 437,520 -5.7% $2.53 -$0.01 10.41 0.2 7 WET LINE XTREME PROFESSIONAL EXTRA HOLD 35.26 OZ $ 1,022,155 27.3% 348,858 26.8% $2.93 $0.01 13.96 2.3 8 MOCO DE GORILA GORILLA SNOT GEL 7.05 OZ $ 982,179 33.7% 552,355 33.7% $1.78 $0.00 18.92 3.0 9 WET LINE XTREME PROFESSIONAL EXTRA HOLD 35.26 OZ $ 929,031 12.5% 293,329 11.5% $3.17 $0.03 7.20 0.1 10 TRES FLORES THREE FLOWERS BRILLIANTINE 3.25 OZ $ 836,466 -4.2% 203,337 -2.1% $4.11 -$0.09 6.07 0.4 11 SUPER WET MAXIMUM HOLD GEL 35.3 OZ $ 813,433 6.9% 359,724 6.5% $2.26 $0.01 7.28 0.1 12 MOCO DE GORILA GALAN SQUIZZ STRONG HOLD GEL 11.99 OZ $ 750,826 -20.6% 269,648 -22.0% $2.78 $0.05 8.81 -0.6 13 MOCO DE GORILA ROCKERO SQUIZZ STRONG HOLD 11.99 OZ $ 742,830 -40.7% 264,230 -40.2% $2.81 -$0.02 9.32 -5.6 14 WET LINE XTREME PROFESSIONAL EXTRA HOLD 8.82 OZ $ 683,308 6.1% 659,009 5.8% $1.04 $0.00 9.34 0.4 15 LA BELLA HAIR POLISHER SERUM 6 OZ $ 488,023 1.4% 113,019 0.1% $4.32 $0.05 4.79 0.0 16 MOCO DE GORILA GORILLA EARWAX WAX 3.53 OZ $ 414,670 -3.4% 79,424 -3.3% $5.22 $0.00 4.65 0.1 17 TRES FLORES THREE FLOWERS BRILLIANTINE 4 OZ $ 407,734 -7.8% 99,621 -4.6% $4.09 -$0.14 1.97 -0.1 18 WET LINE XTREME ULTIMATE HOLD 8.82 OZ $ 362,574 2.2% 158,628 -0.4% $2.29 $0.06 3.29 0.0 19 WET LINE XTREME REACTION ULTIMATE HOLD 8.82 OZ $ 333,499 -1.2% 146,121 -3.6% $2.28 $0.05 2.92 0.0 20 MOCO DE GORILA GORILLA SNOT GEL EXTREME HOLD 11.99 OZ $ 324,875 na 110,455 na $2.94 na 4.67 4.7 21 SUPER WET PLUS MAXIMUM HOLD GEL 8.8 OZ $ 308,295 19.7% 315,409 19.3% $0.98 $0.00 6.86 0.3 22 MOCO DE GORILA GORILLA SNOT GEL FIX HOLD 9.52 OZ $ 297,505 -12.3% 120,981 -12.4% $2.46 $0.00 5.67 -0.2 23 MOCO DE GORILA GORILLA SNOT GEL 11.99 OZ $ 289,342 8.5% 109,176 6.1% $2.65 $0.06 4.83 -0.2 24 MOCO DE GORILA GORILLA SNOT GEL 11.9 OZ $ 284,713 16.8% 107,192 14.6% $2.66 $0.05 5.02 0.0 25 SUPER WET MAXIMUM HOLD 35.3 OZ $ 278,432 2.9% 124,589 1.6% $2.23 $0.03 5.33 0.1 26 LA BELLA SUPER HOLD 35.3 OZ $ 276,371 -56.8% 96,118 -55.8% $2.88 -$0.06 2.55 -5.0 27 WET LINE XTREME PROFESSIONAL EXTRA HOLD 8.8 OZ $ 273,028 7.0% 269,874 5.4% $1.01 $0.01 6.35 0.1 28 MOCO DE GORILA PUNK GORILLA SNOT GEL 23.98 OZ $ 175,168 -52.3% 37,083 -50.3% $4.72 -$0.19 1.59 -1.4 29 LA BELLA EXTREME SPORT 22 OZ $ 171,566 -47.9% 85,354 -51.5% $2.01 $0.14 2.15 -1.5 88 . . . . 30. MOCO. . DE. GORILA . . GORILLA . . SNOT . GEL. FIX. HOLD . 9.52. OZ. . . . .$ . 161,141 . . -23.9%. . .64,557 . .-23.0% $2.50 -$0.03 3.83 -0.3 Source: SSI Custom Retail Chains Report, IRI 52we 12.29.19 Shampoo • Top 30 Products in IRI Defined Categories Dollar $ % Unit % Avg Avg Avg Wkly Avg Wkly ACV Top 30 Products Dollar Sales Unit Sales Rank Chg Chg Price Price Chg ACV Wtd Dist Wtd Dist Chg Total Shampoo $ 14,519,061 -7.7% 3,087,707 -2.3% $4.70 -$0.28 0.45 0.0 1 TIO NACHO STRENGTHENING SHAMPOO 14 OZ $ 2,208,167 -16.4% 318,533 -14.9% $6.93 -$0.12 7.78 -0.3 2 TIO NACHO REVITALIZING SHAMPOO 14 OZ $ 1,557,524 -24.1% 222,927 -23.4% $6.99 -$0.07 6.96 -0.5 3 CABELLINA MOISTURIZING / SHINE SHAMPOO 32 OZ $ 1,023,310 -2.7% 155,517 -3.3% $6.58 $0.04 6.09 -0.1 4 MEDICASP DANDRUFF DANDRUFF SHAMPOO 6 OZ $ 888,769 -28.7% 100,207 -30.0% $8.87 $0.16 1.50 -0.7 5 GRISI MANZANILLA REGULAR SHAMPOO 13.5 OZ $ 852,345 -0.2% 282,731 -1.0% $3.01 $0.02 8.36 0.0 6 CABELLINA REGULAR SHAMPOO 32 OZ $ 715,455 -6.5% 101,852 -6.8% $7.02 $0.03 4.89 -0.1 7 TIO NACHO EFICACIA VOLUMIZING SHAMPOO 14 OZ $ 629,734 -27.6% 90,045 -26.1% $6.99 -$0.14 4.22 -0.6 8 CRE C MAX REGULAR SHAMPOO 8.46 OZ $ 617,471 -11.1% 59,525 -10.6% $10.37 -$0.05 3.46 -0.2 9 SAVILE CONTROL CAIDA REGULAR SHAMPOO 25.36 OZ $ 580,722 26.8% 197,793 28.4% $2.94 -$0.04 5.18 2.4 10 SAVILE LISO KERATINA REGULAR SHAMPOO 25.36 OZ $ 565,997 34.9% 191,057 35.9% $2.96 -$0.02 5.30 2.5 11 MEDICASP DANDRUFF DANDRUFF SHAMPOO 6 OZ $ 457,556 -9.6% 57,516 -9.7% $7.96 $0.01 3.69 -0.1 12 TIO NACHO REGULAR SHAMPOO 14 OZ $ 446,213 803.1% 72,930 794.8% $6.12 $0.06 1.71 1.5 13 SAVILE BIOTINA REGULAR SHAMPOO 25.36 OZ $ 421,789 107.2% 146,255 113.1% $2.88 -$0.08 2.33 1.5 14 SAVILE REGULAR SHAMP & COND IN ONE 25.36 OZ $ 378,497 41.6% 129,372 43.0% $2.93 -$0.03 4.67 2.2 15 VANART CLASSIC REGULAR SHAMPOO 25 OZ $ 283,005 -8.7% 118,798 -9.5% $2.38 $0.02 4.10 0.1 16 TIO NACHO EFICACIA SCALP TREATMENT SHAMPOO 14 OZ $ 251,884 -54.2% 34,704 -56.1% $7.26 $0.29 2.03 -1.0 17 GRISI MOISTURIZING SHAMPOO 13.5 OZ $ 238,469 6.2% 71,814 6.4% $3.32 -$0.01 2.33 0.8 18 GRISI KIDS REGULAR SHAMP & COND IN ONE 10.1 OZ $ 207,052 -12.8% 75,832 -14.0% $2.73 $0.04 4.33 -0.2 19 SEDAL CO CREATIONS STRENGTHENING SHAMPOO 22 OZ $ 148,348 0.3% 37,756 4.1% $3.93 -$0.15 1.36 -0.3 20 GRISI MANZANILLA LIGHTENING SHAMPOO 13.5 OZ $ 129,891 -1.9% 38,225 -2.4% $3.40 $0.02 1.77 0.1 21 GRISI KIDS LIGHTENING SHAMP & COND ONE 10.1 OZ $ 125,886 -8.3% 46,160 -13.4% $2.73 $0.15 2.83 0.5 22 NICOLE ETOILE REGULAR SHAMPOO 16 OZ $ 103,917 -4.3% 66,214 -5.1% $1.57 $0.01 3.96 -0.1 23 VANART CLASSIC REPAIRING SHAMPOO 25 OZ $ 92,127 -1.4% 38,468 -2.4% $2.39 $0.02 0.47 0.0 24 VANART CLASSIC CLEANSE & COND SHAMP & COND IN ONE 25 OZ $ 80,979 -7.3% 34,001 -9.6% $2.38 $0.06 0.67 0.0 25 SEDAL CO CREATIONS REPAIRING SHAMPOO 22 OZ $ 79,196 -22.2% 20,455 -17.7% $3.87 -$0.22 0.95 -0.9 26 BOE CRECEPELO REGULAR SHAMPOO 13.2 OZ $ 76,302 6.2% 19,350 4.5% $3.94 $0.06 0.86 0.0 27 SEDAL CERAMIDAS REGULAR SHAMPOO 22 OZ $ 56,191 17.7% 14,013 19.7% $4.01 -$0.07 0.54 0.1 28 SILICON MIX HYDRATING SHAMPOO 16 OZ $ 54,400 -11.9% 10,587 -9.9% $5.14 -$0.12 0.63 -0.2 29 SAVILE REGULAR SHAMPOO 25.36 OZ $ 54,058 12.7% 18,367 16.4% $2.94 -$0.10 0.20 0.0 89 . . . . 30. .SAVILE . REGULAR. . SHAMPOO. . . 25.36 . OZ ...... $ . 50,128. . .31.1% . .17,107 . . 36.0%. $2.93 -$0.11 0.21 0.0 Source: SSI Custom Retail Chains Report, IRI 52we 12.29.19 Hair Conditioner • Top 30 Products in IRI Defined Categories

Dollar $ % Unit % Avg Avg Avg Wkly Avg Wkly ACV Top 30 Products Dollar Sales Unit Sales Rank Chg Chg Price Price Chg ACV Wtd Dist Wtd Dist Chg Total Conditioners $ 4,869,812 1.9% 1,210,956 5.3% $4.02 -$0.13 0.34 0.0 1 MANZANILLA GRISI KIDS DETANGLING CONDITIONER LOTION 8.4 OZ $ 322,531 -3.7% 141,345 -3.9% $2.28 $0.00 6.34 0.0 2 SAVILE CONTROLLING CONDITIONER LIQUID 25.36 OZ $ 321,511 26.7% 99,244 25.2% $3.24 $0.04 3.79 1.6 3 TIO NACHO EFICACIA LIGHTENING CONDITIONER LIQUID 14 OZ $ 315,426 -18.4% 44,739 -19.6% $7.05 $0.11 2.74 -0.3 4 GRISI NUTRITIONAL CONDITIONER LIQUID NATURAL BLOND 13.5 OZ $ 304,811 -4.0% 103,792 -3.7% $2.94 -$0.01 5.03 -0.1 5 SAVILE REGULAR CONDITIONER LIQUID 25.36 OZ $ 256,351 99.4% 87,937 107.9% $2.92 -$0.12 2.16 1.5 6 TIO NACHO REGULAR CONDITIONER LIQUID 14 OZ $ 256,128 -17.9% 37,045 -18.0% $6.91 $0.01 1.30 -0.1 7 DE LA CRUZ MOISTURIZING CONDITIONER OIL 2 OZ $ 233,933 -1.2% 28,697 -2.3% $8.15 $0.09 1.53 0.1 8 SAVILE BIOTINA REGULAR CONDITIONER CREAM 10.14 OZ $ 229,445 103.6% 95,610 105.0% $2.40 -$0.02 3.91 2.3 9 SILICON MIX TREATMENT CREAM 8 OZ $ 214,401 36.0% 39,890 36.7% $5.37 -$0.03 1.78 0.6 10 SILICON MIX TREATMENT CREAM BRITTLE AND DULL 16 OZ $ 177,982 3.0% 19,393 -0.9% $9.18 $0.35 0.42 0.1 11 TIO NACHO REGULAR CONDITIONER LIQUID 14 OZ $ 154,006 574.1% 25,796 578.4% $5.97 -$0.04 1.01 0.9 12 SEDAL CO CREATIONS STRENGTHENING CONDITIONER CREAM 10.14 OZ $ 152,100 18.1% 51,026 23.2% $2.98 -$0.13 1.61 0.2 13 TIO NACHO EFICACIA REVITALIZING CONDITIONER LIQUID 14 OZ $ 121,626 -43.3% 18,370 -49.9% $6.62 $0.77 0.75 -0.3 14 SAVILE LISO KERATINA REGULAR TREATMENT CREAM 10.14 OZ $ 119,220 9.1% 48,185 6.4% $2.47 $0.06 2.02 0.3 15 BOE CRECEPELO REGULAR TREATMENT LIQUID 16 OZ $ 96,397 25.0% 13,027 27.1% $7.40 -$0.12 0.51 0.2 16 SILICON MIX REGULAR CONDITIONER LIQUID 8 OZ $ 95,471 -32.9% 10,067 -30.0% $9.48 -$0.41 0.57 -0.4 17 SEDAL CO CREATIONS BRIGHTENING CONDITIONER CREAM 22 OZ $ 95,416 -12.1% 25,399 -5.0% $3.76 -$0.31 1.03 -0.8 18 MIRTA DE PERALES CONDITIONING CONDITIONER LIQUID DRY 12 OZ $ 82,694 -10.5% 6,424 -9.7% $12.87 -$0.12 0.34 0.0 19 NICOLE ETOILE CONDITIONING CONDITIONER LIQUID 16 OZ $ 68,277 -10.2% 43,453 -11.1% $1.57 $0.02 3.22 -0.2 20 BOE CRECEPELO REGULAR CONDITIONER CREAM 12.6 OZ $ 68,203 -2.8% 8,345 -2.9% $8.17 $0.01 0.57 0.0 21 SEDAL RIZOS OBEDIENTES ANTI FRIZZ CONDITIONER CREAM CURLY 10.14 OZ $ 65,675 40.8% 16,018 45.1% $4.10 -$0.13 0.20 0.0 22 GRISI REPAIRING CONDITIONER LIQUID 13.5 OZ $ 64,539 -1.0% 18,699 -4.9% $3.45 $0.14 0.35 -0.1 23 VANART CLASSIC SILKENING TREATMENT CREAM 25 OZ $ 52,342 -22.3% 22,135 -23.5% $2.36 $0.04 0.42 -0.2 24 SILICON MIX REPAIRING TREATMENT CREAM 16 OZ $ 51,483 136.7% 5,838 132.0% $8.82 $0.18 0.09 0.1 25 MIRTA DE PERALES HEAT DAMAGE CONDITIONER MASK 6 OZ $ 46,469 -23.1% 5,212 -33.7% $8.92 $1.23 0.18 -0.2 26 BOE CRECEPELO REGULAR CONDITIONER CREAM 16 OZ $ 45,166 0.2% 7,633 0.4% $5.92 -$0.01 0.19 0.0 27 BOE CRECEPELO REGULAR CONDITIONER LIQUID 12.5 OZ $ 42,598 39.4% 10,779 39.1% $3.95 $0.01 0.67 0.1 28 SEDAL CO CREATIONS REPAIRING CONDITIONER LIQUID 22 OZ $ 41,771 -3.5% 10,772 -0.2% $3.88 -$0.13 0.49 -0.2 29 MIRTA DE PERALES CONDITIONING DRESSING CREAM DRY 8 OZ $ 41,255 -31.0% 4,256 -37.5% $9.69 $0.91 0.20 -0.1 . . . . 30. SAVILE. . BIOTINA . . REGULAR . . TREATMENT. . . CREAM . .CURLY . 20.28. OZ. . . . .$ . 36,198 . .36.9% . . 9,829. . 37.4% $3.68 -$0.01 0.11 90 0.0 Source: SSI Custom Retail Chains Report, IRI 52we 12.29.19 Survey Respondent Profiles

...... 91 Consumer Demographics

Age Household income Family

60+ Refused 3% 45-59 9% 14% $75k+ <$25k 18-29 16% 35% 39% No kids 42%

Has kids $50-75k 58% 11%

30-44 45% $25-50k 29%

...... 92 Base: Total sample (n=398) Consumer Demographics – Primary Ethnicity How they described themselves initially with only one response allowed

Latino 5% Multiracial 11%

Hispanic Black 28% 57%

...... 93 Base: Total sample (n=398) Consumer Demographics - Region

20% 17% 17%

45%

...... 94 Base: Total sample (n=850)