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When it comes to hair care, consumers seek those products that satisfy their specific hair care needs and hair care habits. Some want to emphasize the curly or wavy nature of their hair, while others desire to tone it down or control it. One of the growing ethnic populations in the United States is the Asian population. In America, the Asian population represents 4.2% of the US population and is growing faster than the total US populace. Formulators have yet to address the special needs of this market segment as they hav edone with products specific to other ethnic groups.
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