A day of pampering in any beauty salon may sound like your perfect day, but for women with a darker skin complexion it has become a real struggle to find the services or stockists that cater for their needs.
You may own a thriving beauty business but do you meet the demands of all the women in your local area? Whilst many owners would say that their clientele is fully satisfied with the services they offer, business owners are failing to grasp that they could be missing out on key segments of the beauty industry – people of colour.
Why you should look to alter your business strategy?
Are you aware that recent statistics have identified that women with a darker skin tone spend, on average, £137.52 more on beauty products than those with lighter tones? So, is your salon taking up the opportunity and meeting the demands of people with darker skin tones? Whilst most business owners believe that they offer the services that their clientele demands, by just making a few variations or stocking a few different products you have the potential to add valuable new business to your salon.
Beauty Products tailored for the darker skin
Unfortunately, there are only a select few brands on the market that cater for people with dark skin tones. However, this is rapidly changing! With the introduction of new innovative products from leading companies such as Benefit and Chanel, business attitudes are changing towards this segment Successful and world renowned companies such as Benefit are now offering people of colour more products, which could in turn help you to offer a wider selection of choice for your clients. So isn’t it time your business works to meet the demand?
Women of colour – Unfortunately this skin type is well known to suffer from uneven pigmentation and skin tone. Have you considered selling brands such as Dr Nick Lowe or Kiehl’s, which have launched new salon products that are specifically aimed at helping this range of skin?
Hair Products tailored for darker skin
Don’t become complacent by only thinking make-up though. There are other sectors looking to exploit the lack of products for people of colour. Mizani is a hair care brand specifically offering ranges for women with African hair. It has recently published a report explaining the reasons why it has increased distribution of its salon products with the main reason being demand. Since 2009 this line of African hair products has seen a 71% rise in use and so they have successfully adapted to changes in the demand from salons within the industry.
What is the reason for this increase in sales and distribution?
Quite simply, other companies are failing to meet the demands of people with a darker skin complexion. Women who buy the products find they help to prevent hair thinning and hair loss, which is particularly useful for African and southern Asian hair types. Hence by stocking hair oils it could help attract new people to your salon.
So look to become an innovative business in the beauty industry and benefit from the rewards.