Brand overview

BRAND HISTORY :

• Cantu is one of the fastest growing textured hair

care brand in the US and UK with multiple award-
winning products

• Developed in 2004 by a team of dedicated but

frustrated healthy hair enthusiasts

• Noting a significant lack of products for wavy,

curly & coily hair types in the market, Cantu was
created out of frustration and lack of assortment
to cater to these unique needs

• Specialising in shea butter-infused products, Cantu

is quick to respond to their loyal customer base
with ultra-moisturising and high-quality
ingredients for all textured hair types, however
they choose to wear their hair!
CANTU GETS TEXTURED HAIR:

Whether your style is braids & locs, an au natural fro or

sleek and straight, our award-winning range of products
will have your hair looking & feeling it’s best!

Our nourishing, quality ingredients & purpose-driven

products were created with your hair texture in mind so
your hair can feel strong & salon-fly without breaking
the bank!

Want to switch up your hair identity? Our products work

extra hard for all curly queens (and kings!) so you can
trust us to have your back whatever your look!

There’s a reason our loyal fanbase feel educated,

informed & empowered whenever they rock a Cantu
curl!

Celebrate your hair in all it’s

glory.
Own it. Love It.
Brand ethos:

• Continue to be the favourite brand for all

textured haircare, however our
consumers wear it

• Make Cantu easily accessible for all our

curl friends

• Offer the perfect conditioning & curl

enhancing solutions to help our consumers
achieve their desired look any day

• Help you learn how to look after your

tresses, providing you with regular
education, tips and tricks to achieve your
#hairgoals

• EMPOWER our consumers to experiment,

create & share their hair styles
 TEXTURED HAIR TREND 101:

60%of the global population has

waves, curls, coils, or kinks
(textured hair) 1

Natural is not a trend!*

- 47% transitioned to their natural hair to
embrace the texture they were born with 2
- 3% transitioned to go along with the trend
*amongst those who have previously relaxed their hair

Sources: 1: Texture Media Texture Trends 2018 2: GCI 5.18.18 3: Lightspeed GMI/Mintel 2015 4: Nielsen Panel L52w PE 4.21.18
 Natural hair MOVEMENT:

• The natural hair trend is here & it’s not going anywhere!
WGSN quoted it as a “…cultural phenomenon celebrating
natural afro styles & natural beauty finally being
celebrated in the mainstream.”

• So what is natural hair? Characterised as the hair pattern

which grows from your scalp, over 79% of women surveyed
have worn their hair in a natural style over the last year

• For textured hair consumers, the role of haircare has never

been called into question: nurturing & caring for your hair
is seen as a necessity rather than a luxury, with many
believing that it shows a sense of pride, confidence &
control over how they present themselves

• With our consumers having an average monthly haircare

spend of $50, it’s not surprising that our research shows us
that:
 93% of consumers felt that having good hair was
important to them
 83% spend a lot of time ensuring their hair looks good
 50% use at least 3-4 products as part of their basic
regime

Cantu Quantitative Research, Sparketing, Jan18; Magnetic Collective, Dec17; *Black Haircare US, Mintel, Aug17, WGSN, Instagram Influencers Natural Hair, 2018
 Natural hair MOVEMENT:
• As the textured hair consumer becomes more highly
engaged with social media, actively looking online & within
their social circles for tips & education, they become more
confident & willing to experiment with different hair styles
– this has been evident in the sharp uplift in sales &
relevance of regimen-focused product ranges

• Why do they need a regime?

 Textured hair is delicate & complex, with many
different needs requiring solutions at the same time,
e.g. moisture addition & curl definition may need to
be addressed simultaneously
 Finished looks & effects are guaranteed if the
consumer follows a set regime
 Caring for natural hair can sometimes be time-
intensive so consumers like their products to work
“double duty”, e.g. treat + style, condition + define
 Shopping a regime on-shelf helps to remove any
potential barriers to entry for consumers new to the
textured hair category

• Styling products make up 30% of all product sales, making

it the biggest product category within textured haircare:
this alone is valued at $767.6m

Cantu Quantitative Research, Sparketing, Jan18; Magnetic Collective, Dec17; *Black Haircare US, Mintel, Aug17, WGSN, Instagram Influencers Natural Hair, 2018
Hair types: 1 – 4

type 1a,b,c type 2a,b,c type 3a,b,c type 4a,b,c

straight wavy curly coily

Straight, shiny Bendable hair, Curly hair can range Coily hair is naturally
fine hair with no from fine to from loose, buoyant very dry in texture, and
curl pattern; not coarse, that has loops to tight, can be soft & fine or
typical for definitive ‘S’ springy corkscrews coarse & wiry. Strands
textured hair pattern but lays which have some form very tight, small
unless styled closer to the head sheen but are prone curls or zig-zags right
using heat or a to frizz from the scalp & are
relaxer prone to major
shrinkage
I still
have
curly
Most important
99% keep hair 95% damage 90% texture-
hair! moisturised
factors…
prevention specific products
Hair types explained

There are many reasons why our curly-haired

consumers may use either heat or chemicals to
straighten their natural curls but that doesn’t mean
Cantu isn’t for them too!

Cantu can be used to protect hair from heat damage

before blowdrying & straightening; and should be
used regularly to replenish & rehydrate hair with
type 1a,b,c moisture – especially important!
straight
Straight, shiny fine hair
with no curl pattern; Leave – protect condition Daily
not typical of black In ing
people unless styled
using heat or a relaxer

Just some
of the
products I
can use!!
Hair types explained

Wavy girls, we’ve got you too! Fight frizz & flyaways,
define your natural waves or add some shine – we
have a Cantu product for you!

Whether you need to add some much-needed

moisture to dry ends or lacklusture waves; gently
cleanse & condition without weighing your hair down;
or refresh your curls the next day, Cantu is here to
type 2a,b,c help.
wavy
Cleanse & refresh shine Leave –
Bendable hair, from
fine to coarse, that condition
In
has definitive ‘S’
pattern but lays closer
to the head

Just some
of the
products I
can use!!
Hair types explained

If you’ve got a full head of big, bouncy curls, Cantu is

ready to help define your strands & give them texture
& oomph!

Don’t let the tangles get you down: first, start with a
detangling spritz before moving on to injecting
moisture & defining your curls, all whilst fighting the
type 3a,b,c dreaded frizz.
curly
Curly hair can range from Hold & refresh &
loose, buoyant loops to Leave – condition
tight, springy corkscrews
control shine
In
which have some sheen
but are prone to frizz

Just some
of the
products I
can use!!
Hair types explained

Shrinkage may be your enemy but Cantu is your new

BFF! We’ll have those curls stretched, moisturised &
oh-so defined in no time at all.

Slather on nourishing, moisture-heavy leave-ins and

type 4a,b,c coily
Coily hair is naturally very dry in
texture, and can be soft & fine or
coarse & wiry. Strands form very
tight, small curls or zig-zags right
from the scalp & are prone to
major shrinkage
lotions to fight your hereditary dryness, simply wash-
n-go with your fav key products, or smooth (and
condition!) your edges – whatever you need, we have
it!
treatment define Control Leave –
In

Just some
of the
products I
can use!!
Cantu consumers:

I want more
I want long- texture
lasting curl definition &
definition more moisture!

I want
healthier,
I did the big
relaxed
chop – what
hair
products
should I use?

I want
I want
healthy,
more
protective We want
volume
styling volume &
less frizz
/ brand benefits
CANTU – Sales ranking:

TOP 3
GLOBAL BESTSELLERS
ingredients:

Shea butter
Coconut oil

But we love coconut oil too!

Cantu is a beloved customer favourite & there
is a (super-nourishing) reason for this: shea Coconut oil is exceptionally nourishing
butter! for dry, damaged tresses which need
extra love and attention, and helps
Shea butter is our HERO INGREDIENT for soften and rehydrate curls.
many reasons but mainly because it is
incredibly moisturising & reparative to dry, PLUS it’s all natural!
damaged hair strands, whilst also promoting
continued healthy hair growth. Yay!
ingredients:

Cantu understands moisture is key for our consumers which is why we’ve
made sure all of our products have as many nourishing, conditioning
ingredients as possible!

MACADAMIA NUT
Jojoba oil
oil
Essential
Ingredients

Aloe vera Argan Oil Soybean

ALMOND oil
leaf juice oil
Cantu – the family brand:

Extensive product breadth!

Win all the

awards!

REGIME
BASED
CLEANSE – CONDITION – TREAT -
STYLE
/ event support
 NOTE: Storage is incredibly limited on the
stand so please do not bring many bags!
Storage cupboard
STAND VISUAL:
Stage for demos
Braid bar Changed to be a
full balloon wall
Note: chairs have
been removed
Product display
plinths

Step & repeat

wall for meet &
greet with
influencers

Photobooth
Chalkboard

Breakout area
Event brief:

You will be there to help support the promotion of the Cantu brand at the Natural
Hair Academy Show

Work will include:

- Providing brand & product education & information to customers

- Drum up activity & excitement for hourly giveaways (both on stand & wider arena)

- Encourage customers to write on chalkboard

- Encourage customers to take pictures at the photobooth

- Hand out mini samples to passing visitors

- Using a Polaroid camera, you will ask visitors (in general area & on stand) for their pic & IG
handle for the #cantucrush wall. Winner will be selected at end of show
Product focus:
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The team:

TARG – Clémence Vanié : 06 05 14 44 75

Cantu Marketing Manager : Leanne McIntosh
- Secondary point of contact
- Number: 07519 109902

Meeting point: NHA reception desk no Working hours:

later than 8.45am Sun 27th May : 9.30am – 8pm
(if it is later than 8.45am, you may have to wait 15-20m Sat 28th May : 9.30am – 7pm
for collection)

Please ensure you are wearing:

- Clean trainers (preferably white)
- No long-sleeve t-shirts
- Bare legs
- NATURAL HAIR!
/ thank you