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Business of Fashion
3 days ago
- Business
- Business of Fashion
Why Hair Tools Still Haven't Won Over Textured Hair Consumers
Black women spend more on their hair than any other demographic. Yet the makers of hair tools, a popular and lucrative category, are failing to appeal to them. In 2024, a campaign from premium brand Dyson saw a swift backlash. The now-deleted video showed a Black woman with Afro hair using the Dyson Airstrait, its then-newly launched styling tool, to straighten her hair. However, there was no notable difference after one pass with the styling tool. In a statement, Dyson said that while its products are engineered for all hair types and textures, it recognised that the video did not showcase this adequately, and that for those with coily or Afro hair, the product is best used to stretch the hair. In many cases, including Dyson's, the devices themselves are suitable for Afro hair types. It's the campaigns that miss the mark. Tools like the Dyson Airwrap and Shark Flexstyle have gained enormous popularity as consumers look to create salon-worthy styles in their own homes, with products often retailing for north of $500 and gaining must-have status, especially amongst younger shoppers. Customers with textured hair hold immense potential: The market is expected to hit $15.6 billion by 2031, according to market research and consulting firm Allied Analytics. Not only will a poorly executed campaign fall flat, but it also undermines the brand's credibility and innovative muscle. 'If your campaign misses that mark, consumers won't just ignore it, they'll let everyone know,' said Joe Gagliese, co-founder and co-CEO of social media agency Viral Nation. Brands find success when they strike the perfect balance between tech and beauty marketing, said Shark Beauty's chief marketing officer Kleo Mack, who joined the brand in May from Glossier. To ensure campaigns represent the products' full potential, and don't go viral for the wrong reason, having diverse teams and working closely with curly, coily and tight-textured hair specialists is key — innovation is fruitless if it's not adequately communicated to the end user. 'If you have the right engineers, good for you,' said Jamelia Donaldson, founder and chief executive of Treasure Tress, a hair product discovery box for textured hair. 'But if you're not able to deliver a strong marketing message that well represents the consumer that you're trying to connect to, and presents them with a desired outcome, then it's useless.' Building a Successful Campaign One way to more effectively demonstrate a product's suitability for all hair types is to let creators, not models, make the adverts. Creators can organically demonstrate how products can be used on textured hair, and have the added benefit of bringing their own flair and personality, and in some cases, specialised knowledge or savoir-faire with a particular market or region. For some brands, simply gifting the products to consumers, who then showcase them online, is enough to boost sales. 'When [customers] see how [real people] use our products, and the result on their hair, that is a huge selling factor for us,' said Christiane Pendarvis, co-CEO of Pattern, the hair brand founded by the actress Tracee Ellis Ross, which makes tools like blow dryers and curling irons that retail for $189 and $249. Real-world endorsements help give the products a more authentic stamp of approval that cuts through the clutter of the marketplace, she said. Brands also need to understand the different needs that different hair types have, and how different consumers might use products. The Dyson Airwrap might be used by a Caucasian customer to get a bouncy blow-dry effect, but a customer with coily hair might be more attuned to its stretching properties, or ability to dry the hair with less damaging heat. A skilful marketing activation can not only help engage existing customers, but also secure new ones: In May, during Met Gala weekend, Pattern, which usually targets women, held a barbershop event in New York, drawing a mix of male influencers and stylists to the pop-up. One barber used the Pattern hair steamer on his clients' beards to help lock in moisture, highlighting the versatility of the tool. 'We really rely on those experts who understand the value of these heat tools and who know how to use them properly,' Pendarvis said. A Seat at the Table The key to producing a successful and inclusive marketing campaign is ensuring the right people are able to shape, critique and challenge a brand's marketing choices. When brands release tone-deaf marketing campaigns, it can be an indication of lacking internal representation. Diversity in senior positions can help brands spot any marketing mishaps before a campaign is released to the public. When people of colour hold executive positions, it 'empowers people to have an opinion and question the quality of something that's going live,' said Donaldson. Brands may have diversity within the organisation, but if those individuals hold junior positions, they may not have the confidence to flag any issues, or their feedback may not be taken seriously, she added. Shark's campaigns show the products in use with a variety of hair textures. (Shark) Pattern has recruited professionals to demonstrate the wide use of its tools. (Kamilah) Shark's campaigns show the products in use with a variety of hair textures. (Shark) Using consultant advisors is another option brands can use to gain insight: Shark has its Textured Hair Advisory Board, which is made up of experts from salon owners, educators, and specialists in 4C hair, including Toriah Mimms, CEO and founder of The Curl Bar and professional hair stylist Quam Kent. This move has allowed the brand to receive direct feedback on heat tools from stylists before the product goes to market. Representation has the power to turn hesitant onlookers into loyal consumers. 'You need to see someone that looks like you, someone that has hair like you, someone that's credible using the product, ' said Mack. A Spotlight on Innovation For campaigns to showcase both the tools' potential and celebrate textured hair, adverts need to adequately demonstrate how the tool can be used on curly, coily and tight-textured hair types. For Pattern, consumer insights shape how the product is developed, and which is then used to inform the marketing strategy. For example, its curling iron comes with a barrel that is small enough for coily and curly hair consumers to replicate and enhance their natural curl pattern. 'When we go to market [these products], it really shows that we understand our community and we're building products really with them first in mind,' said Pattern's Pendarvis. For newcomers like Noma Sana, a UK-based hair tool brand, partnering with salons is crucial for building trust and reaching new clients, as consumers are likely to learn more about the tool from the stylist, which can lead to sales, said founder Lily Odogwu. 'When consumers feel seen, they engage. When they feel heard, they stay,' Gagliese said. 'When they believe a brand respects their lived experience, they share that story with you [their audiences].' Sign up to The Business of Beauty newsletter, your complimentary, must-read source for the day's most important beauty and wellness news and analysis.
Hindustan Times
21-04-2025
- Hindustan Times
These 8 portable hair straighteners will give you sleek and straight hair anytime and anywhere
There are days when all we scream is straight, manageable tresses, almost anywhere, anytime. Say hello to your new BFF: a portable hair straightener. Sleek, compact, and cordless, these little powerhouses slip into your purse, gym bag, or backpack, ready to rescue your hair from frizz, flatten flyaways, or add a touch of wave wherever the day (or night) takes you. Be it your airport layovers or spontaneous date nights, or just a day at work, bad hair days don't stand a chance. So, here is a list of top 8 portable hair straighteners that must be given a chance to keep your manageable and frizz-free. Ready to style on the go? Get salon-style sleekness at home with the Philips BHS216/00 Hair Straightener. With its SilkPro Care technology and ceramic plates, it glides on your hair smoothly to reduce heat damage while offering glossy, straight hair in minutes. Its quick heat-up time means less waiting, and the compact design makes it perfect for travel. Reimagine styling with the Dyson Corrale, where innovation meets elegance. Featuring flexing manganese copper alloy plates, this hair straightener shapes around your hair for enhanced styling with less heat. Go cordless with up to 30 minutes of powerful styling, or plug in for longer sessions. Reduce frizz, flyaways, and heat damage while getting effortless results. Sleek, smart, and designed for all hair types—this is Dyson engineering at its finest. Skip the blow-dryer and still get smooth, salon-worthy hair with high-pressure airflow that styles from wet to dry without heat damage. Meet the Dyson Airstrait—the revolutionary straightener that uses air instead of hot plates. This straightener is perfect for busy mornings and give your hair a flawless finish. Need hair that is smooth, shine, and style like a pro with the Ikonic Professional Hair Straightener. Its titanium plates heat up fast and deliver consistent heat for effortless styling and glossy results. Be it taming curls or adding volume, this tool gets the job done without fuss. Built for speed, durability, and daily use, it's a favourite among stylists—and soon, yours too! Transform your hair game with the VEGA PROFESSIONAL Pro-Shine Straightener. Its ultra-smooth titanium plates glide like a dream, delivering frizz-free, glossy hair in no time. The adjustable heat setting gives you complete control, while the rapid heat-up gets you styling faster. Built for performance and comfort, it's your trusted styling companion whether you're getting ready for work or a wedding. Want pro-level shine? Vega's got you. Meet your new multitasking miracle—the TYMO Anti-Scalding Airflow Hair Straightener. With its unique vented design and anti-scald frame, it straightens and volumizes your hair while protecting your scalp. Its airflow technology ensures even heat distribution, while ceramic plates give you smooth, shiny results. It's like a straightener and hairbrush in one smart device. Need flawless hair without burns or frizz? TYMO's ready for the job! Style meets care with Braun's Satin-Hair 3 Straightener. Its patented floating plates adjust for consistent pressure, while temperature control prevents heat damage. It's lightweight, quick to heat, and easy to maneuver—perfect for everyday use. Whether you're smoothing or curling, this straightener keeps your hair healthy and shiny. Sleek styling that's gentle on your strands? That's the Braun promise. Professional styling made easy with the GORGIO PROFESSIONAL Hair Straightener. Designed with ceramic-coated plates, it delivers high heat evenly and safely, leaving your hair straight, soft, and shiny. Quick heat-up and a sleek design make it ideal for both quick fixes and glam transformations. Compact yet powerful—this one's built for beauty lovers on the move. Style smarter, shine brighter. Versace and Prada perfume price drop alert! Our top 10 luxury scents that will make you smell divine! Adilqadri perfumes: Top 8 great smelling attars that let you indulge in the opulence of luxury attars Blush for that ultimate rosy glow: Top 8 picks from Myntra fwd for a flushed finish Blue eyeliner: Top 8 picks to rock the vibrant and cool hue this summer; Slay your diva vibe No, unless it's specifically labeled as a wet-to-dry straightener. Using a regular straightener on wet hair can cause serious damage and breakage. Try to limit heat styling to 2–3 times a week. Use a heat protectant spray every time you straighten your hair to minimize damage. Unplug and let it cool completely. Wipe the plates with a damp cloth or cotton ball soaked in rubbing alcohol. Avoid getting water inside the tool. Daily use is not recommended. Repeated heat exposure can cause dryness, split ends, and breakage. Use nourishing hair masks and heat protectants to help mitigate damage. Yes! Many straighteners can be used to curl or wave your hair. Look for one with rounded edges for best results. Disclaimer: At Hindustan Times, we help you stay up-to-date with the latest trends and products. Hindustan Times has an affiliate partnership, so we may get a part of the revenue when you make a purchase. We shall not be liable for any claim under applicable laws, including but not limited to the Consumer Protection Act, 2019, with respect to the products. The products listed in this article are in no particular order of priority.
Arab News
10-03-2025
- Business
- Arab News
Dyson continues its expansion in KSA with Red Sea Mall opening
Dyson is reinforcing its commitment to the Kingdom of Saudi Arabia with the opening of a new Dyson Demo Store in Jeddah, further solidifying the importance of the Saudi market with its growing presence in the region. Opened at Red Sea Mall in Jeddah, the new store will offer immersive experiences that bring Dyson's pioneering technology to life. The new Dyson Demo Store will showcase the brand's full product portfolio, including hair care, floor care, environmental care, and audio innovations. Customers will have the opportunity to receive personalized technology demonstrations and expert advice from brand specialists, ensuring an interactive and educational shopping experience. The Red Sea Mall store in Jeddah opened Feb. 27, spanning 120 sqm and strategically located at the mall's main entrance, opposite Bateel Café. The store features two private styling stations and for the first time in the Kingdom a wash basin. The styling stations are suitable for veiled customers, allowing visitors to trial Dyson's advanced hair care technology and book styling sessions upon request. Stylists will demonstrate the latest products, including the Dyson Airwrap i.d. multi-styler, the Supersonic Nural hair dryer, the Dyson Airstrait and Dyson Corrale cord-free straightener, offering personalized sessions tailored to each visitor's needs to help them choose which device to take home. Additional to the styling stations, the store offers customers access to Dyson's full range of its newest innovations such as the 360 Vis Nav robot vacuum, the Big+Quiet Purifier, and the sleek OnTrac headphones, which offer 55-hour run time. The new store opening represents another significant milestone in Dyson's expansion in the Kingdom, following the successful launch of the flagship store in Nakheel Mall, Riyadh last year. Dyson remains dedicated to providing consumers with direct access to its cutting-edge technology, creating dedicated spaces for immersive, hands-on experiences. The brand continues to focus on enhancing the in-store experience, allowing customers in Saudi Arabia to explore, test, and discover its revolutionary technology up close. All Dyson's products are available for purchase online at or from Dyson stores located in Nakheel Mall in Dammam and Riyadh, and now in Red Sea Mall.
