Halo Heritage launches Boity Thulo’s Haircare Collection into bricks & mortar stores
July 20, 2021
Natural hair care is big business and Halo Heritage, creators of luxurious natural hair and beauty products, will launch its proudly South African Boity Haircare Collection in selected Clicks stores throughout Southern Africa this month (July).
CEO of Halo Heritage, Inge Peacock, said that the collection, which was developed and formulated specifically for women with hair types 3 and 4 in collaboration with actress, musician, entrepreneur and style icon, Boity Thulo, shadows the global natural hair care movement which has gathered momentum internationally.
More and more women are shunning the use of harsh chemicals and damaging hair treatments and proudly wearing their hair naturally. The end result has been a growth in demand for specifically formulated, natural- based treatments.
According to Vogue Business¹, women are now developing home based haircare regimes that are similar to entrenched skincare routines. As a result, worldwide, haircare is now one of the fastest growing segments within the personal care category.
Fortune Business Insights ² indicated that the global haircare market was worth US$ 75.06 billion in 2020 while Euromonitor International² values the South African haircare sector at USD 990 million (approximately R14 billion).
Peacock says that local retailers, like their global counterparts, are allocating more shelf space to natural haircare brands suited to black consumers with types 3 and 4 hair who, according to researchers such as Mordor Intelligence⁴, spend up to six times more on haircare products than white customers. As a result, the black haircare market in South Africa is expected to grow at around 5,7 percent between 2020 and 2025.
The Boity Haircare Collection, which includes eight products that are intended to work together, comes hot on the heels of the release of Boity Pink Sapphire Eau de Parfum, the first ever fine fragrance created and named for a black South African celebrity. The past year has seen the roll out of a range of different sizes as well as the initial launch of the Boity Haircare Collection online in October 2020.
Peacock said that the coronavirus lockdown, which had seen a drop off in sales at bricks and mortar stores, had given Halo Heritage sufficient time to not only establish the Boity and Halo Heritage brands and products but also to strategically identify the retail outlets where customers wished to buy these products.
As a result, the Boity Haircare Collection will launch in 110 Clicks stores nationally in the third week of July.
“We did extremely well during a particularly challenging time and the response has been very positive. Although the pandemic has seen many people embrace online shopping, we realised that, for a high end brand such as this, we also needed to have a bricks and mortar presence,” she explained.
The Halo Heritage brand is also a perfect fit with a changed retail environment. According to research by Euromonitor Internationalჼ, beauty players are facing a deeply transformed consumer and retail landscape.
“Beauty consumers 2021 onward are likely to prioritize efficacy, affordability, and multi-functionality and science-backed clinical positioning, while brands and retailers highlight hero products. Beauty brands that are purpose-driven, digitally-savvy, clinically-backed, price accessible and approachable are most likely to thrive post-COVID. Clean beauty will also become the new default in many markets, considering an overarching consumer shift towards safety and biocompatibility,” a Euromonitor research paper indicated.
The Boity Haircare Collection products are all paraben, sulfate and cruelty-free, vegan friendly as well as packaging that is recyclable.
Peacock said that Halo Heritage’s products matched the new generation’s focus on both health and environmental issues.
“The natural haircare space in this country is growing exponentially. The young Black consumer does not want to use chemicals on their hair. They are searching for information as well as products that are going to be beneficial so that they can have wonderful, healthy, natural hair which is not straightened or chemically processed. Millennials are also far more informed as to what is going on in the environment and chemicals that are harmful to your body, or animals.
“As a business, the products we create speak to our values and clean beauty is one of them. We want to create products that are authentic and are not harmful to animals, the environment or people, that are safe to use on children and by women who have had cancer. We care about what happens when our product is washed down the drain. Our bottles are made from recyclable materials. All of that is part of our business ethos,” she noted.
As a proudly South African brand, these products are 100% locally produced and packaged. Local manufacture not only supports job creation and economic recovery but also helps overcome logistical problems around imports during the pandemic as well as foreign exchange fluctuations which elevate costs at a time when both retailers and consumers are particularly price sensitive, Peacock concluded.