Editorial Letter

COLOR-CODED

Jessica De Vault Hale EDITOR In American culture, there’s a popular song called “Blondes Have More Fun” by Rod Stewart. The title and sentiment are widely believed, thanks to longtime stereotypes.

There have been many studies that dissect the impression hair colors give us. For example, those who wear curly red hair may be seen as wild or confident. Brunettes and those with black hair are often seen as intelligent and professional. Most of us know that these are outdated tropes.

However, we can’t help but harken to these beliefs when we decide to change our own hair color.

At the onset of spring, the effects of color psychology are undeniable. You’ll find that your shoppers want to lighten their tresses or toy around with whimsical pastels and application techniques. Educating yourself on the latest trends in multicultural beauty is a great way to ensure you have the shades your customers are coveting.

In this month’s edition of OTC Beauty Magazine, we will examine several angles around hair color – such as how to merchandise it, educate your customers and keep up with the trends. Our manufacturers offered tons of advice on color products in our Knowledge to Know section to kick this education off. KAB Brands shares tips on how to get the most bang for your buck when coloring your hair on page 24. And expert Merchandiser Scott Zangwill offers details on how to boost color product sales at your store on page 18.

Not sure which hair coloring products to stock? Don’t worry. Between our Top 5 column on page 52 and our Feature story on hair color trends on page 50, you’ll have tons of options to consider for your inventory.

Your shoppers know that hair color is essential, so use this season to inspire and excite your customers with new hair color-related merchandise.

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