Beauty Store Business

MAY 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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26 May 2019 | E+ collection/ T o maintain their gorgeous manes, most customers with curly hair use retail products at home rather than hitting the salon, according to a 2017 report by Texture Media. This is great news for retailers, as curly-haired customers reported spending approximately $82 on hair products over a three-month period–more than double what their straight-haired counterparts spend. Customers with curls tend to be savvy shoppers who already understand which products work for their hair type. "These guests are very well-informed and know what they want," says Chadwick Pendley, Ouidad master artistic educator, and co-owner of Ouidad salon by Chadwick and Igor, which uses Ouidad products that are exclusively created for curly hair. "This customer will typically seek either protein-enhancing or moisture-returning ingredients when it comes to conditioning as well as products that create definition, elongation and frizz-free curls when styling," he adds. Your staff can play a critical role in pairing customers with the perfect product. "First, understand what goals she or he has in mind for their curls," Pendley says. "Know what intentions the products offer, and match them up with what guests want. Be informed about buzz words such as hydration, moisture, protein, lipid barrier and amino acids." Of course, most curly-haired clients also rely on hot tools, such as styling irons and blowdryers, to maintain their locks, while your straight- haired customers use tools to add dimension with curls and waves. Whether caring for curls or creating them, entice your customers with a selection of the following wet products and styling tools that will deliver bouncy, manageable and lustrous curls! –Ann Carlson CURL POWER Curly-haired customers know what they want and are willing to spend more to get it.

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