Beauty Store Business

FEB 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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Page 27 of 51

26 February 2019 | Today's top blowdryers aim for speedier, healthier results to satisfy amateur and professional stylists alike. T he wet look may be popular on fashion runways these days, but the blowout will always reign supreme in everyday life. As household staples for quick, convenient styling, blowdryers are used by an estimated 79 percent of women worldwide, according to Statista. Of course, quality blowdryers are essential to hairstylists at every level, and the market encompasses a variety of price points, technologies and features to accommodate both consumers and professionals. The upshot is steady sales for retailers. The hair dryer segment in the U.S. generated $326 million in 2018, up from $305.2 million in 2017, Statista reports. The best way to market these must-have styling tools in your store is to make floor models available so that customers can test the look and feel of each blowdryer in person. This is especially important to your professional customers, who need to feel comfortable using the blowdryer over long periods of time. "Drying speed and weight are very important features," says Rocky Vitelli, a Farouk Global Board Artist and professional stylist. Farouk is the company behind the CHI brand of styling tools. "As a stylist, you want a strong, fast airflow to allow the hair to dry faster and frizz-free. In terms of weight, you want a dryer that is light, so it is easier to handle on your own, especially after hours of styling." Make sure your staff is able to educate your customers about the benefits of today's new blowdryer features. For example, many dryers come equipped with ionic technology to help speed up drying times without risking heat damage to the hair. It is also important to emphasize the overall results, such as a frizz-free finish or added luster. "To market a dryer, the focus should be on the speed, the weight and the technology behind it," Vitelli advises. "For example, ionic and ceramic dryers will dry hair faster and leave it shinier." When choosing blowdryer options for your store, remember to keep your customers' needs in mind. Here are some of today's top blowdryers, offering a variety of options for stylists at every level. —Ann H. Carlson

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