10% off, 16% off the
content
Percentage of
long-to-short
hair ratio
Mark length (1 inch extra
is normal)
Until about 2011, most
hair packages came in an
agreed upon weight of
113g. According to our
research, Midway and
Shake-n-Go, who were
among the mid-priced
yaki hair leaders at that
time, used 113g of hair
products setting the
trend. However, the sit-
uation began to change
as box-based orders be-
came the usual. Retail-
ers mistakenly thought
they could buy cheaper
if they ordered products
in a box, but the weight
was cut down to about
95 grams. The price has
been reduced by about
10%, but the weight
has been reduced by as
much as 16%. Thanks
to this gimmick, less
honest companies hit the
jackpot. Sales amounts
were increased and the
profits increased in ad-
dition. As retailers have
not noticed, other hair
companies have been
forced to follow the
weight change, and now
100g is the norm.
It can also be said
that it is a technique of
business, but the results
have come back to haunt
us. Consumers have
noticed. With a 16%
weight reduction, what
used to be a two-pack
style has become a three
pack one, and the confi-
dence of black consum-
ers in beauty supplies is
breaking down to an un-
recoverable level. This is
not the fault of the hair
companies alone. The
quantities are not shown
on the packaging, which
means it is up to the hair
Let’s see the weight of hair (100g is normal)
company to reduce or increase the content. With no reg-
ulation set forth by any governing body on the subject
of hair, it becomes the responsibility of both the retailer
and the consumer to hold companies accountable. The
price of a package of hair must equate to the weight.
Some companies, such as Vivica Fox Hair, have
heard the consumers concerns and are working to rec-
reate the image of beauty supply hair. With their guar-
antee, Topaz is heralding what we hope is a new age in
the world of hair, one where companies take responsi-
bility for their part in the supply chain. More than just
taking responsibility, the Vivica Fox guarantee ensures
that consumers are made aware of their part as well.
By creating an industry where consumers know to ask
for better quality and better honestly everyone involved
can do better.
With Vivica Fox Hair company announcing that it
will guarantee product quality by launching Topaz, it
seems that the beauty industry will enter a new era.
Maybe it will be an opportunity to create a new busi-
ness culture by putting an end to the era of quantitative
expansion and open the age of qualitative growth. The
success of Topaz, is now a milestone in deciding the
future of Beauty Sup-
plies across the na-
tion. If Topaz’s
marketing strategy,
which
guarantees
150% quality, is suc-
cessful, all other hair
companies will have
similar policies, and
the beauty supply
industry will open
up the era of quality
competition. Vivid
Fox’s Topaz seems to
have become a mea-
sure of the success of
the beauty supply.
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