Editorial Letter

Dare to Care for Your Hair

Jessica De Vault Hale EDITOR The blistering summer heat is back, and for many regions of the United States, that means lots of humidity and potential sun damage. It’ll be easy to fall into a routine of braids or wash-and-go styles for convenience’s sake, but the health of the hair is just as important as its style. Getting happy, healthy hair can be as simple as investing in the right tools and products. I hope that this issue of OTC Beauty Magazine will encourage you to learn more about the latest hair care products on the market so you can continue to be an invaluable resource for your shoppers.

I highly recommend that you urge your customers not to forget the importance of quality shampoos, deep conditioners and styling products that offer nourishing qualities to give their hair the self-care it deserves. For this edition, we took our cues from some of our top-selling hair products to gauge what end-users are looking for. And it turns out that customers continue to repurchase tried-and-true products that consistently perform well. Check out our Top 5 sellers on page 51 to see which products shoppers can’t get enough of.

Shoppers will be looking for ways to beat the heat with the humidity, causing frizz and parched strands. Use this as an opportunity to upsell and merchandise summer-related items to your shoppers. We have tips to address all of your customers’ hair woes in our Feature story on page 46. Several of our brand partners also offer advice on how to incorporate their products into a summer hair care regimen that will leave tresses looking their best all season long.

With the right products on hand, your shoppers will be relieved to see that your OTC carries everything they require for their hair care needs.