gram it has become more and more important for salons to become vocal about themselves .
Along with fierce salon to salon competition professional stylists are also facing competition from youtube DIY tutorials and bloggers . Some of the stylists expressed that although consumers still see professionals as more adept they are more willing and confident to try things at home . One noted that she always has an uptick in customers when a youtube style goes viral , “ I almost have to thank them , I get to fix all the DIY ’ s gone wrong .”
With so many people doing more styles at home they ’ ve turned to interesting sources for education and inspiration . Over the last ten years the power of internet bloggers and vloggers has increased exponentially . While some have the credentials to back up their work many are just enthusiasts . While these bloggers are often giving consumers perfectly good information some of them share information that is unintentionally harmful . As our stylists mentioned , they often have to fix up the mistakes that occur when a DIY goes wrong . These bloggers have more impact on just how hair is being done , but also on what ’ s being used .
Thanks to the lack of borders when it comes to blogging consumers are learning about products not just from around the country , but from around the world . Whether it ’ s a local product being sold in California or South Africa , when a famous blogger recommends something consumers listen . While this sometimes means consumers head back to the beauty supply rather than a walmart most of the time it means they head to online retailers . Consumers are looking for products made by unique , smaller companies . They often want something that makes them feel like they ’ re supporting a start up rather than big business . This is an area where beauty supply stores can learn to take advantage — while most large retailers won ’ t work with small companies ( they may not be able to get enough stock to bother ) independent beauty supply stores can work with local beauty companies to offer unique , sought after items .
Major hair companies spend a significant amount of money on the sorting and sanitation of hair , but direct imports have no guarantee of this . Not only has hair been found that ’ s simply not quality but there are more significant health risks . Hair with skin and scalp matter still attached for one , or even hair with lice eggs has been found .
However , the increase in DIYers has had some positive effects on the hair world as well . Hair companies have become more creative and are working with their fans to come up with innovative designs that make stunning and beautiful styles . The Vivica Fox Hair company , for example , always has the daily consumer in mind when launching new styles . Not only do they create products that are easy to use but they provide their own education as well . A representative explained , “ For our products that consumers can do their own hair with , we always include quick and easy ‘ How To ’ steps on the package . Plus , we also upload tutorial videos on our youtube channel . Our products like Bang N ’ Pony , Cornrow Cap , 360 Closure were made for consumers to create beautiful salon styles at home by simply following the “ How To ” steps or tutorial videos online .”
While the increase in DIY hair enthusiasts was likely to increase with the rise of social media the 2008 recession put a significant impact on the speed at which it happened . We ’ re still seeing the changes — both positive and negative as they unfold . As consumers continue to engage with at home solutions it becomes imperative that hair companies , beauty supply stores , and salons all find new and inventive ways to engage with consumers .
Many consumers have turned to online sales to satisfy their itch for indie brands and while looking for these they ’ ve stumbled into the wild west world of online hair . As we ’ ve mentioned time and time again , buying hair online from independent sellers is always a risk . Many bloggers have marketed hair from third parties because it fits the bill for the type of indie beauty ideal many are looking for . However , this is one area in particular where bloggers may be leading the public astray . Without the sanctions of regulation on hair extensions the products being shipped into the US from abroad are not always safe or quality .
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