SheaMoisture's growth was said to have started from word-of-mouth. This means that early buyers of the product believed in the company's African Black Soap, Shea Butter, and other natural remedies. When buying products, customers have expectations from those purchases. Many women of color, more specifically black women in Harlem, NY, have used SheaMoisture products since its inception. It was promised that SheaMoisture's products will help them maintain their natural hair without the added chemicals and just natural ingredients. Dennis has stated that "it's important to understand that consumers - regardless of skin color - require products that target specific skin and hair care solutions for their special needs, but they want flexibility and versatility in their looks and styles, especially in hair care to wear their hair natural, straight, etc." SheaMoisture was able to offer products for needs that were neglected by other beauty companies. Part of the company's success was its ability to build brand loyalty by living up to its promise but also maintaining customer satisfaction.
A person's buying decisions are also influenced by personal characteristics that are unique to each individual, such as gender; age and life cycle stage; and personality, self-concept, and lifestyle. Although SheaMoisture's popularity is mostly amongst women, men are starting to use it as well, especially with the introduction of their mens care and shaving line. For those who are into personal care and cosmetics but aren't fond of excessive chemicals and artificial ingredients, then products like those of SheaMoisture would fit their lifestyle.
As a marketer, it's important to understand how customers make buying decisions in order to best serve and compete in the market.
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