Atlanta-based professional hairstylist Maya Smith created 'The Doux' as a haircare system for natural hair that is either worn straight or curly. The branding and packaging of the products is heavily influenced by hip hop culture of the 80s and 90s.
The introduction of the haircare range coincides with a movement where both men and women are now favoring their natural texture over weaves and relaxers. As Smith says: "I’ve even heard artists mention natural hair and skin in their music, and it’s slowly becoming more prominently celebrated in videos and media, but there’s still an undercurrent of hair 'perfection' that keeps women of all textures from feeling comfortable wearing their real hair."
Some of the boldly branded products from The Doux include the 'Sucka Free Moisturizing Shampoo' with shea butter and sea silk, the 'Fresh Rinse Moisturizing Conditioner,' 'Mousse Def Texture Foam' and a multi-purpose styling cream called 'Bonita Afro Balm.'
Hip Hop-Inspired Haircare
'The Doux' Draws Product Inspiration from 80s and 90s Culture
Trend Themes
1. Retro-inspired Hair Care - Businesses can capitalize on nostalgia by drawing inspiration from past cultures and incorporating it into modern products.
2. Celebration of Natural Hair - Opportunities exist for businesses to create products that embrace natural hair, as more and more people shift towards embracing their natural texture.
3. Incorporating Hip Hop Culture Into Products - Hip hop culture provides inspiration for unique and bold branding that can set products apart from competitors.
Industry Implications
1. Beauty - Companies in the beauty industry can create hair care products that celebrate natural hair and draw inspiration from different cultural movements, such as hip hop.
2. Entertainment - Hip hop culture can provide unique and bold branding opportunities for companies in the entertainment industry that want to stand out and appeal to younger demographics.
3. Fashion - Retro and nostalgic trends in fashion can be used as inspiration for hair care products with bold and unique packaging that will appeal to consumers who value creativity and uniqueness.