Caucasian and Hispanic Consumers Who aren’t Price Sensitive, Make them Your Customers with Professionalism
Beauty Supply has targeted African American customers since its beginning to the present day, but since the pandemic, the black beauty market, including online competition, has become saturated, and the worries of retail store owners have deepened. Sally Beauty, which Caucasian and Hispanic customers often find when buying hair offline, handles hair extension sections and products much less than Beauty Supply, but is making a lot of sales in hair thanks to customers who are not sensitive to price. What hair products are Caucasian and Hispanic customers buying, where are the buying it from, and why are they buying them? There are diverse information these days. Why not find out about the types and needs of hair extension products and actively find other ways to increase sales in my store?
Types and Uses of Hair Extensions 101
What we need to know when selling hair extensions to non-black people we don’t often encounter is to figure out what they use them for. It can be for length extension, or is mainly used for hair volume or short-term event purposes. Among African Americans, the colors 1 and 1B is the most popular, but Caucasian and Hispanic customers who have a relatively wide variety of choice of styling and dyeing their hair buys brighter colors and dye them freely. Therefore, they prefer human hair extensions that can cope with perm, heat, and dyeing.
01. Clip In Hair
It is one of the basic items sold in Beauty Supply, and is the easiest product that can be used by beginners. Between them, Remy human hair is a popular type of clip in hair. Most of the major brands sold online are made of Remy human hair. It is easy to remove at any time so it is easy to manage, and you can do it alone without having to go to a hair salon, so there is no need to worry about price.
Remy hair: The cuticle is alive and the roots and ends of the hair are all in one direction, so there are less tangling problems.
Types of Clips
Double Line Clip: The weft is made of two lines, giving a richer volume than clip in hairs made of one line.
Seamless Clip: Caucasian and Hispanic hair often lack volume in the hair, so if the clip is too thick, it can be seen sticking out of the hair. To solve this problem, this type of clip in extension has hair covering the clip to make it hidden.
02. Halo Extensions
This is a one-piece extension that can be fixed with a fish wire on the front part. It is suitable for customers with thin and soft hair, and does not directly touch the scalp, making it good for consumers with sensitive scalps. It is the simplest to use if one does not care for a variety of hair styles, but for customers wanting hair layers or diverse hair style changes, it may not be right for them.
03. Semi-permanent Hair Extensions
This is a type of extension with tape on one side to stick it directly to the hair. Among semi-permanent extensions, it is a relatively simple method. It lasts 6~8 weeks, and depending on brand and management, it can last up to 12 weeks. Because sticky tape is attached to the hair, hair damage is a possibility, but it is flat and natural, so it can be the best way to extend hair length. It is not recommended for customers who often style their hair in ponytails or other tied-up hairs that need to be styled opposite to the direction of the tape.
It is also called keratip, I-tip, and Micro ring, and it is a method of attaching one strand by one. Therefore, it is possible to create a variety of styles without any unnaturalness. However, it take a long time because the strands are attached one by one and the cost of attaching it in the salon is 400~800 dollars. It lasts 6~8 weeks.
Sew in weft extensions
This is a weft without a clip. There are also products that have been released to extend hair straight to the weft. Caucasian customers’ sew in extensions are a little different from black customers’ ways. African Americans do a full cornrow, then sew the wig on, but Caucasian customers attach micro-tips in places and thread them together, or braid one section of their hair horizontally then sew the extension on it. If consumers do not have a clip in product they want, you can recommend to buy wefts and use them by putting clips onto them. This usually lasts 8-12 weeks.
Where do Caucasian and Hispanic Customers Buy Hair Extensions?
Currently, the majority of consumers order online. However, they are a consumer group sensitive to color, and some products’ color comes out differently from their pictures online. Therefore, there are many consumers who are worried about the difference between the color of the photos posted online and the actual product. Even so, offline stores that one can actually see the product and buy it are surprisingly hard to find.
There are also surprisingly many Caucasian and Hispanic customers who don’t know what beauty supply is. Caucasian guests who accidentally visited a Beauty Supply store say they were shocked to see prices that were much lower than online stores or Sally Beauty. Hair, makeup, hair care, and eyelash are also of better quality, but they can be purchased more cheaply.
Customer Base that is Not Price Sensitive, but Requires Expertise
If you know the price of the hair product sold online and tell the customers, you can present them a new world they haven’t experienced before. The brands supplied to Beauty Supply are also available as synthetics, providing much cheaper options for customers who are not sensitive to style or looking for short-term usage. You can tell by looking at the average consumer price of major online brands and beauty supplies below. On the other hand, an official from a hair company said, “It is regrettable that Beauty Supply often sells human hair at such a low price due to its familiarity with price competition with nearby stores.” They also said that one-sided marketing does not work in Caucasian and Hispanic markets, and simply reducing products’ prices won’t do the trick. One has to approach them professionally.
*Top five online popular hair extensions brands were analyzed, and prices may vary depending on the brand’s technology, length, color, style, and grams.
Current Customer Base Analysis and Display of the Store is Crucial
Caucasian and Hispanic consumers can be trickier than African Americans, so observation and analysis of the current store customer base is needed. If the area of the retail store you operate has African Americans only, it is better to have products for Afro-textured hair than to handle Caucasian and Hispanic products, but if you are an area with a certain mix of ethnicity and you plan to actively handle other products, you should completely separate the areas in your store. Even if they enter the store, if you put products for Afro-textured hair with other products, they will think this place is not for them and decide to leave.
African American hair is relatively easier to handle because the customer base has a distinct taste and is not that diverse. On the other hand, Caucasian and Hispanic hair products have more than 50 colors, so it could feel like a burden even before bringing them into your shop. In response, Caucasian and Hispanic hair companies offer ways to handle products in accordance with the characteristics of the region. For example, Hispanics are not all the same, so if you have a lot of Mexicans in the neighborhood, you can obtain information that colors 1, 1b, 2, and 27 are popular among them. Rather than thinking this alone, the salesman of the company with expertise should deliver the analysis of the customer base and study it together with you and observe with patience.
Current Address and Growth value of Caucasian and Hispanic Hair Market
A, General manager of a large beauty supply in the East, is preparing to launch a beauty supply targeted at Caucasian and Hispanic people. This is because the area he currently operates the store has a significantly low influx of non-black ethnicity. Major Caucasian and Hispanic beauty supplies are ULTA and Sally Beauty, but they are less differentiated because most of the products are easily available on other online stores, and there are no beauty supplies that specialize in hair, so they recognize the growth value of the market.
Beauty Supplies targeting Caucasian people in California said that while beauty supplies for Caucasians generally make twice as much profit as African American-targeted stores, and stores that target Caucasian and Hispanics make up to five times more profit than that, so it is time to diversify the products and expand the market little by little. They have trickier tastes than African American consumers, but once they are satisfied, they’ll become loyal, and one can expect steady sales even in small sections.
Contact Number of Major Caucasian and Hispanic Wholesale Companies
A PLUS 800-635-1239
EVE HAIR 800-472-9720
Hair couture 562-483-7376
Vivica A Fox 800-345-6332
Royal Imex, INC 800-300-1253
Sensual Collection 800-598-4540
Beauty plus 800-648-4247/ 866-716-7777