Beauty Store Business

NOV 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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Page 21 of 67

EdwardDerule/iStock collection/Getty Images Plus 20 November 2018 | K eeping textured hair healthy is the key to unlocking glorious coils, curls and waves. And the key to healthy textured hair is a combination o "oils and hydration," says Doug Martucci, director o education and creative director or ProRituals. These actors are even more important during the winter months, when colder temperatures outdoors and warmer temperatures indoors can parch textured hair. Retailers should be sure that their curly-haired customers are leaving their stores with moisture-laden products along with good styling ones. These shoppers should also be mindul o ingredients that dry out textured strands, such as dena- tured alcohol, Martucci says. Some may still opt or such products to achieve a speciic look. In that case, just remind them to also load up their scalp and strands with hydrating ingredients. Help your customers "invest in products that will provide slip and hydration," Martucci says. "Masks are ideal or this time o year, not only or hair but dry scalps as well. Gloss serums are great to seal the hair, especially by the neck where clothing can cause hair to become snarled." Advise your customers to try other protective measures, too. "Look to styles that can stay in place and wraps. Even a blow-dry will last longer when not having to ight the humidity." In this guide, you'll ind a host o hydrating styling products that will keep your customers' locks both healthy and stylish throughout the season. —Manyesha Batist Give your curly-haired customers the styling and moisture-rich products they need to keep their locks bouncy, hydrated and healthy.

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