Beauty Store Business

NOV 2017

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 37 of 67

36 November 2017 | PeopleImages Customers can embrace natural curls and fl aunt stylishly coiled locks with these quality products for textured hair. T extured hair has been one of the hottest hairstyling themes of 2017, with consumers sporting everything from short fros to voluminous curls and breathtaking waves. And beautifully coiled locks are no longer limited to naturally curvy tresses. Today's tools and beauty aids can give even the limpest, straightest locks heavenly twirls too. "Because a few well-known celebrities have taken a huge plunge to go 'natural' and cut their hair, short natural hair is trending," says Stephanie McLemore, L'Oréal Multi-Cultural Beauty Division style squad member. "Tapering the sides and adding layers, in addition to adding more texture to the crown, gives the naturalista irresistible style." Getting creative with the styling, she continues, can further bring curls to life. "Another trend for our long-hair natural community is updos," McLemore says. "This naturalista is desiring to tame her curls. She has done her research and found really cool ways to create her up style." As textured hair has surpassed the trends category over the past decade to become a mainstay look for all hair types, manufacturers have consistently provided consumers with new and more refined options for achieving textured styles and addressing the delicate care that is often required. As a result, a retailer looking to capitalize on this look needs to stay ever vigilant of the category nuances to best aid customers. "Keep your focus on the customer's needs. Get the details from your customer so that you can give honest feedback," McLemore says. "Give them at-home remedies on how to take care of their new short cut or updo. Be sure to tell them about the benefits of the products so that they can walk away feeling like they can accomplish their new styles with ease." Bottom line? Give your customers options! Here you'll find a wide assortment of products designed for textured hair. —Manyesha Batist

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