Editorial Letter

by Jessica De Vault Hale

Home Hair Care

Jessica De Vault Hale EDITOR

Many of your shoppers are fans of Do-It-Yourself hair. Thanks to YouTube and other forms of social media, you can easily learn how to cornrow your own hair, install a roller set or event give yourself a trim. While some prefer styling their own tresses, many were forced into this task during the nationwide effort to quarantine and social distance.

Salons all over the country were closed, and that meant that millions of women were left to figure out their hair for themselves. During this time, beauty supply stores were also closed, but now that the country is reopening, you may find that many of your shoppers feel empowered to do their own hair now. So you’ll want to be sure you’re equipped and ready to help address their immediate needs.

First, we strongly recommend that you carry the classic products that have become just as common to use as our daily toiletries. We listed these items in our Marketplace on page 12. We also shared the hottest-selling wet products of the moment in our Top 5 column on page 38. You can also learn about one of the newest trends in hair care in our Feature story on page 34. Knowing what’s hot for the moment is also important, as your shoppers will lean on your store to carry all of the new musthaves.

There is no telling whether we’ll be quarantining again in the future or not. So why not be prepared to help your customers create their own home hair care regimen? Your thinking ahead will not only be appreciated but will also result in customer loyalty that can’t be bought.