Beauty Store Business

SEP 2018

Beauty Store Business provides solutions for better retailing! New products, industry news, savvy business moves and important trends affecting both brick-and-mortar and online retailers are included in each issue.

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victoriaandreas/gettyimages.com 40 September 2018 | beautystorebusiness.com With self-expression energizing all things beauty, be sure your store is giving customers plenty of options to show their personal style with exciting wigs and extensions . igs and hair extensions have come a long way in recent years, giving wearers more variety–in textures, color ranges, application processes, quality and experience–than ever before. They're also more natural-looking, even as they abound in fun colors, volumes and lengths. Leyla Milani, founder and president of Leyla Milani Hair, notes that some of the most exciting advance- ments in this category include multi-tonal shades that blend in perfectly with the wearer's own hair and the extensive variety customers have to choose from. "Hair is so versatile now," Milani says. "And wigs and extensions are no longer made with low-quality hair, colors or applications. The business has advanced so much–we are now able to customize each hairpiece to our desired quality and style." She adds that clip-ins have become the most requested hair extension type thanks to their convenience, flexibility and affordability–a perfect combination for millennial consumers on the run. Even applications that used to be considered risky have been refined and are now in greater demand. For example, "KeraTip extensions are making a huge comeback," Milani says. "They used to be the extensions everyone was afraid to do, and now they're one of the healthiest methods. They're now seamless with customized bonds according to one's hair type." Despite all of the advancements in wigs and hair extensions, experts agree that the basic methods of selling this category still apply. Customer service is key–a hands-on approach helps customers choose the best options. This includes making products available for customer interaction and having an experienced and knowledgeable store staff that can guide customers through the wig or extension application process. "The biggest complaint we hear from women who wear our wigs is that the store [sales assistant] was rude or not helpful," says Rich Gienopie, president of Estetica Designs. "I think the biggest part of customer experience is making sure the customer– especially for first-time wig wearers–is comfortable in the piece and truly knows how to handle it and take care of it." Here are some of the best wig and hair extension offerings available to consider for your store or salon. –Manyesha Batist

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