Before we get into “who’s” on first in Ethnic HBA, let’s be reminded that in traditional chain stores, such as Walmart, Target, Walgreens etc, purchases by the black consumer in this category are not entirely driven by what this consumers desires. Unlike independently owned Beauty Supply Stores that carry a much broader assortment based on consumer demand, the
 retailer’s shelves reflect an assortment driven by “Best sales effort; broker influence and/or trade spending”.

Though this consumer over indexes on beauty care purchases when compared to its mainstream counterparts, she is often faced with buying the best of the product assortment that isn’t necessarily reflective or her needs.