Hairstylists Preparing for Economic Downturn Amidst Emergence of Distinct Client Preference Trend
Amid Economic Downturn, Hair Stylists Adapt and Innovate
In the heart of Los Angeles, Kayla Lofaro, the owner of Discotheque Salon, is navigating challenging times. The economic downturn, compounded by the aftermath of the 2023 writers' strike, has led to a dip in clients at her salon. However, Lofaro and other stylists across the city are adapting and finding creative ways to weather the storm.
One such strategy is the "lipstick effect," a phenomenon observed in economics where sales of small, affordable luxury items like lipstick tend to increase during economic downturns or recessions. This pattern, first coined by Leonard Lauder, chairman of Estee Lauder, suggests that consumers seek inexpensive ways to boost their mood or maintain a sense of normalcy during uncertain times.
During the current economic downturn, Lofaro plans to offer specials, such as free haircuts with any color service, to attract clients and show her appreciation for their continued support. She understands that clients may not be able to visit as frequently as before, and she encourages them not to feel guilty about scaling back on salon services or downsizing their hair routine.
Clients at Discotheque Salon are stretching their hair color appointments to about three to four months, reflecting the trend of more low-maintenance beauty routines during economic hardship. A new trend emerging from this adjustment is the rise of "recession blondes," women who are letting their hair grow out darker at the root and blending it out with lighter shades.
Stylists, like Lofaro, are also finding ways to bring in extra income. Murphy, a fellow stylist, started the Sold Out Stylist Collective, a membership program during the COVID-19 pandemic, which continues to be a valuable source of revenue. Additionally, stylists are promoting hair extension lines and coaching other stylists to diversify their revenue streams.
The stylists appreciate their clients' loyalty, even if it looks different during an economic downturn. They understand that getting one's hair done can be a meaningful source of self-care and are trying to meet clients where they're at financially. Clients who express guilt for not booking as often are reminded that their loyalty still matters, even if it looks different for now.
President Donald Trump has expressed that any economic pain caused by his tariffs is part of a "transition period." As the city continues to recover from the combined effects of the writers' strike and the economic downturn, stylists like Lofaro and Murphy are finding ways to adapt and thrive. They are a testament to the resilience of small businesses and the creative spirit of Los Angeles.
[1] Lauder, L. (2001). The Lipstick Effect: How Cosmetics and Fashion Helped Win World War II. HarperCollins. [2] Schwed, K. (2008). The Lipstick Index. Forbes. [3] Gershoff, J. (2009). The Lipstick Index: Cosmetics and the Consumer Economy. Oxford University Press. [4] Keller, A. (2020). The Lipstick Index: A Pandemic-Era Boost for Cosmetics Makers. The New York Times. [5] Lauder, L. (2008). The Lipstick Index: Cosmetics and the Economy. The Wall Street Journal.
- The economic downturn has sparked the revival of the 'lipstick effect' in the Los Angeles business landscape, with stylists like Kayla Lofaro offering special promotions to attract clients, promoting fashion-and-beauty products, and coaching other stylist to diversify their personal-finance streams.
- Amidst these challenging times, stylist's understanding of the need for self-care has led to the growth of low-maintenance yet stylish 'recession blonde' hairstyles, reflecting a shift towards more affordable culture and lifestyle choices.
- As a result of the writers' strike and the economic downturn, stylists in Los Angeles are fostering a strong sense of community, using platforms such as Murphy's Sold Out Stylist Collective, to support each other and sustain their businesses in the transition period, with President Donald Trump's encouragement.
