Curls, Curls, Curls!
Customers need curling irons to create the curls and waves appearing on the runways. Are you enticing them to buy?
by Alicia Liotta
With hair trends being about sleek, straight and flat for so long, it is refreshing to see the re-emergence of women sporting curly and wavy hairstyles on the runways and red carpets. In our celebrity-obsessed culture, consumers of all shapes and sizes want to look just like A-list celebrities. This is a good sign for your curling iron business. According to Ileana Moya, director of marketing for Belson Products in El Paso, Texas, "Curling irons are becoming more popular than they have been in seven years. Celebrities are wearing more waves and textures. Curling irons aren't just used for up-dos anymore." In fact, to create today's looser, softer, beachy waves and curls, "consumers are using two or three [different] size irons to give their style a more relaxed, [tousled] and messier feel," explains Terri Taricco, vice president of marketing for El Paso, Texas-based Helen of Troy. Beauty supplies can capitalize on this trend by setting up their floor space to sell the trend, which in turn will sell the tool. Jeff Schwartz, vice president of sales for The Cricket Co. in Novato, California, suggests creating an end cap with visuals of celebrities, images from bridal magazines, curling irons and curling iron information. "If you don't really promote something, in the current economic climate, you aren't going to sell it," says Schwartz. "You have to feature the product and show visuals that give customers options."
Click to read the entire Curls, Curls, Curls! article in pdf format.
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