Chuck Warren, senior director of research and development for Culver Business Units has been involved with hair care for 25 years. He began to work on Culver’s Pro-Line International after realizing how few products there were on the market for individuals with predominantly African hair.
Predominantly African hair is not one specific classification of hair but rather any mixture of hair types where African hair characteristics are most dominant, according to Warren. Unlike Asian or European hair types, African hair is typically very curly or kinky and is more elliptical in shape. Because of the curly or kinky pattern, African hair is more susceptible to tangling and breaking than other hair types. The bonding pattern of African hair is tight, consisting of hydrogen and polypeptides; therefore, African hair is more coiled and susceptible to damage.
When developing the Just for Me Texture Softener product, Warren kept this targeted group of consumers in mind, but shifted the focus to a traditionally underserved group, children with predominantly African hair. Because it primarily was the mothers choosing and applying products to their children’s hair, the company interviewed them, asking what features they were looked for in hair treatment products for their children.