Keeping up with the Consumer

Updated: Feb 17, 2019

Many years ago, pre-internet days (basically the Stone Age), unless you were a celebrity or a professional in the beauty industry, you only knew of a select few famous hair stylists. The name Vidal Sassoon is historical and he should have his own subject in school (in my biased opinion). Nick Arrojo and Ted Gibson became known to the mainstream community by appearing on the popular TLC show "What Not to Wear". Now that there are so many platforms for hair stylists to reach their market, I really admire the ones that didn't have that at their finger tips yet they still built their brand and empire organically.

Recently, a new guest came to me at the salon because she was looking for a drastic change and a friend had referred her. (Shout out to Mariela and Deseree!) While we started our consultation before heading to the shampoo room, she brought up a few names of some stylists she followed on Instagram because they had a "look" she was going for, Anh Co Tran being one of them. She named a couple more that I can't remember off the top of my head but I was pretty impressed by 1) the fact that she knew some names that I know and admire and 2) that these stylists have built such an incredible name for them selves that they're pretty much celebrities, even to those that aren't professionals. Other names that have been dropped while in my chair are Jen Atkin, Sal Salcedo, Dominick Serna, Justin Anderson and so many more. These influencers have taken full advantage of all platforms to gain exposure and it's shifting the industry in a major way.

The lines between hair, make up, fashion, music and the public are becoming more blurred everyday. I'm so intrigued by this and use it as motivation to learn, experiment and stay engaged. It's a great reminder to us professionals that we need to keep up with our consumers because the world around us is moving at a rapid rate and I don't see it slowing down any time soon. It's so easy to get caught up in the comparison trap; looking at others' work and feeling inadequate. Trust me I get it, I go there a lot! I have to make a conscious effort to remind myself that as long as I'm true to my work and bring good energy to my clients, that's all that counts.

I would love to hear from my readers! Who are some of your favorite influencers in the beauty industry? Professionals, what motivates you to do better than yesterday?


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