So here you stand in front of the mirror. Your hair is a mess. It is thick, wavy, curly or wait, is it kinky? At least that is what your mother told you. It is difficult to comb. You search through your drawer and under the cabinets looking at your arsenal of hair care products and tools. You say to yourself, “I must have spent well into a thousand bucks and I still can’t do my hair.” You are not in the mood to drive somewhere to have someone do your hair, let alone sit to wait and have it done. So off you go, back to the beauty supply store. Upon entrance the first image you see are the products for the “Whites”. Their isles are bright with hues of green, yellow, maroon, orange and the likes. The photos are of different textures. The information is so specific. But those images do not look like you. “Hmmm,” you sigh. Off to the “Ethnic” isle. How confusing. The only images you see are relaxed straight hair or coiled to perfection curls. The photos of all the models seem to have an undertone of the infamous “brown paper bag” test. The information on every bottle reads, “For women of color.” “Hmmm,” you sigh again and your search for hair care according to your race continues.
While my scenario may seem a bit off center for some, it definitely centers for others. The problem with the above mentioned scenario is not the challenge of caring for textured hair, but the whole segregation of hair care products. As a cosmetologist, I just do not technically see the importance of race in hair care. Why? Because race has about as much to do with hair care as it does to dental care. Most people of every race have teeth. Granted, there may be a set of unique characteristics that are common for varying races. Yet for the most part, regardless of your race, teeth are the focus. So, when the dentist begins to exam you or work on your teeth, I doubt your ethnicity is important. I doubt your dentist has special toothpaste for Latino teeth. I also highly doubt he has dental floss and Novocain for Russians. No sir-ree! That dentist has products and dental instruments that can be used on anyone of any race who have teeth, even if they are artificial.
Race needs to be removed from hair care. The advertisement should always be on the hair itself. Nothing is more heart wrenching than servicing a person who has horror stories of how poorly they are treated because of their hair or their loved one’s hair.
To show the hair care companies, salons, barbershops, spas, hairstylists and barbers you mean business, make it a point to only do business with businesses who emphasize hair. It is very important to use visuals when trying to sell a product to someone. However, when that advertisement and marketing strategy lends itself to stereotypes and pigeon holing people…I do not think that is suitable or user friendly to the consumers.
The days of buying hair care products based on race has to come to a screech and halt. Companies who use images to sell their products do not last long and end up with a “bad” reputation at the end of their stint. Ultra Sheen, L’Anza, Biolage and Prell are a few companies that come to mind as I refer to the consequence of using race to sell a product. Those hair care companies probably thought they would be around till the end of time. I am sure they were surprised to see such a big drop in their sales and demand as time went on. CEO’s and trend experts have blamed recession, diversion and competition as the reason for such drastic decreases in sales. In the infamous words of my favorite Flinstone character Barney Rubble, “A likely story!”
Remember the era of “Buyer Beware?” Well this is the era of “Companies Beware.” Consumers are smarter, more confident, and more knowledgeable and they are exposed to so much more information. If you want to win the hearts, loyalty, money of hair care consumers and get your piece of the billion dollar ever growing industry, I suggest you give me a call at 216-321-1101 oh and of course…loose the “race” in the marketing and advertising strategy in selling your goods.
5000 G
