Editorial Letter by Jessica De Vault Hale
At the time of publication, we were dealing with weeks of quarantine and self-distancing measures. Many beauty supply stores are closed, and most of your customers are stuck at home. They’re likely bored and looking for new ways to amuse themselves. For those who aren’t working, that means engaging in social media more than ever before. Apps like TikTok have increased in popularity and Instagram continues to be a mainstay.
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But posting online means that many will still choose to get dressed, do their makeup and their hair to create their own at-home content. Others will want to maintain some semblance of their pre-COVID-19 routine. For those who are working from home, I’m noticing many are investing in makeup with a natural coverage, and wigs to assist them with being video-conference call ready at a moment’s notice. It turns out that your customers still want to look and feel their best, and many will rely on wigs and even extensions. They are creating new looks and finding innovative ways to do their hair, in light of being unable to visit a hair salon. This just demonstrates the longevity of wigs and extensions. Even with the natural hair movement still going strong, your shoppers still like to give themselves a break from doing their hair or change their look from time to time. After all, variety is the spice of life. Whether your store remained open or closed for the quarantine, you’ll want to be sure to cater to those who have rediscovered the convenience of wigs and extensions. Keep products in stock that help shoppers manage their hair before, during and after these popular protective styles. We offer a few of our favorites in this month’s Top 5 and Marketplace. And if you’re worried about the effects of COVID-19 on your business, don’t worry. OTC Beauty Magazine will have a COVID-19 Edition next month that
Jessica De Vault Hale EDITOR
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OTC Beauty Magazine May 2020
will address your concerns and help you open up stronger than ever before.
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