Beauty Store Business

JAN 2019

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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JNemchinova/iStock/Getty Images Plus 18 January 2019 | beautystorebusiness.com SLEEK CHIC With a focus on luster and shine, today's straightening tools and smoothing formulas work to beat the heat for healthier locks. S mooth, lustrous locks never go out of styleÐwitness this year's "glass hair," high-gloss bob. Thanks to today's straightening irons and formulas, modern fashionistas do not need naturally straight strands to sport sleek styles. In fact, 69 percent of surveyed women with textured hair reported wearing their hair straight during the previous three-month period, according to a consumer report from TextureMedia. This pattern is reflected in the sales of flat irons, too. In 2017, manufacturers made $298 million from professional flat-iron sales alone, compared to $123 million in professional curling-iron sales, according to a study by Professional Consultants and Resources. Ever-improving flat-iron technology, such as heat control and innovative plate materials that help protect hair, also boosts customer enthusiasm for these tools. Preserving hair health is a priority for both consumers and stylists, so it pays to educate your customers about best practices when using hot tools. "The heat recovery feature is very important when using a styling iron," says Karen Delzell, vice president of marketing for Cricket, a brand of professional tools for stylists. "The consistency of the heat eliminates overuse on hair, which minimizes potential damage." The other crucial factor is temperature control. "Our motto is to start low and increase the heat as needed," she adds. "You can't undo heat damage to hair, so we recommend starting at a lower heat setting and increasing the temperature if needed for the desired styling result." With so many options on the market today, choosing a flat iron can feel overwhelming for consumers. Having a few floor models on display in your store can help shoppers decide more easily. "Allow customers to actually feel the iron," Delzell advises. "What looks good in packaging might not feel as great in the hand. Professional hairstylists are artists and need to ensure their tools fit their overall needs." While today's flat iron technology makes the straightening process easier, customers still want to go the extra mile to preserve their style for as long as possible. Make sure to point them to wet products, such as serums and thermal protectors, that tame flyaways and frizz for long-lasting shine. Tempt your customers with a selection of these straightening tools and formulas for smoother, sleeker hair. —Ann H. Carlson

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