In the latest episode of the Beyond Beauty podcast, we are treated to an enlightening conversation with William Feroldi, a renowned cosmetic trend analyst and independent marketing consultant. This episode delves into William’s extensive journey in the beauty industry, from his early days as a hairdresser to his current role as a trend forecasting expert. The discussion covers a wide array of topics, including the evolution of beauty trends, the impact of social media, and the importance of customization, sustainability, and diversity in today’s market. Here, we break down the key insights and actionable advice shared by William, providing a comprehensive guide for listeners and readers alike.
From Hairdresser to Trend Analyst
William Feroldi began his career as a hairdresser at Tony and Guy in the UK, where he honed his skills in cutting and coloring. His passion for education led him to become an educator, merging his hands-on expertise with a keen sense of marketing and trend forecasting. His career took a pivotal turn when he was recruited by L’Oréal to bridge the gap between education and marketing, particularly in the realm of natural haircare. This role allowed him to leverage his knowledge and foresight to help shape the future of beauty products.
The Impact of Social Media on Beauty Trends
William emphasizes the transformative effect of social media on trend forecasting. Unlike the slower pace of trend identification two decades ago, social media now provides immediate access to emerging trends. Platforms like TikTok and Instagram allow for real-time insights, enabling trend analysts to discover niche trends and consumer preferences quickly.
Current Trends in the Beauty Industry
William identifies three key trends shaping the beauty industry today: customization, sustainability, and diversity.
Customization
Consumers are increasingly seeking personalized beauty solutions tailored to their specific needs. The rise of artificial intelligence (AI) is playing a significant role in this shift, enabling brands to analyze consumer behavior and offer highly customized recommendations.
Sustainability
Sustainability has become a non-negotiable aspect of brand identity. Consumers are quick to scrutinize brands for their sustainability practices, from packaging to product formulation. Brands that fail to adopt sustainable practices risk losing consumer trust and loyalty.
Diversity
Diversity is another critical trend, with consumers demanding representation across all demographics. While progress has been made, there is still work to be done to ensure that beauty products cater to a wide range of hair types, skin tones, and personal identities.
Navigating Challenges in Trend Implementation
As a marketing consultant, William often encounters resistance from clients when it comes to implementing new trends. While brands are eager to innovate, they may face internal challenges, particularly from research and development departments that are hesitant to deviate from established practices.
The Influence of Gen Z Consumers
Gen Z consumers are known for their savvy shopping habits and trend awareness. This generation is particularly attuned to social media trends and is quick to adopt new products that resonate with their values. Brands must be agile and responsive to the preferences of Gen Z, as they are shaping the future of the beauty industry.
Conclusion
This episode of the Beyond Beauty podcast offers a rich exploration of the evolving beauty landscape through the lens of William Feroldi’s expertise. From his beginnings as a hairdresser to his current role as a trend forecasting consultant, William provides valuable insights into the importance of customization, sustainability, and diversity in today’s beauty market. As social media continues to shape consumer behavior, brands must remain agile and responsive to the ever-changing landscape, particularly as Gen Z emerges as a powerful force in the industry. The conversation serves as a reminder that innovation and adaptability are key to thriving in the dynamic world of beauty.
Podcast Transcript
Speaker 1 00:00:01 Welcome to the Beyond Beauty podcast, a platform to highlight the beauty industry’s talent, deconstruct their learnings and spark ideas for your own business. The Beyond Beauty podcast is created by Dillie, the leading creative agency working with the fastest growing brands and beauty. Here, we’ll interview guests from major beauty corporations, creative directors, influencers, founders and risk taking entrepreneurs. Our guests are not only changing the traditional beauty landscape, they’re also innovating in ecommerce, branding and digital marketing. Join us as they share valuable advice, how they launch their businesses, and most importantly, ignite thought provoking conversations across beauty, tech and marketing.
Speaker 2 00:00:44 Hi everyone! Thank you for joining this episode of Beyond Beauty with Billy. I’m here with William Feroldi. We’re super excited to have you here. William, thank you for being here with us.
Speaker 3 00:00:54 Thank you for having me.
Speaker 2 00:00:55 Of course, William began his career as a hairdresser and educator, Etonian guy in London, where his dedication to education and creativity flourished. Having gained valuable industry expertise, William was recruited to a trend forecasting agency to bridge the gap between education and marketing.
Speaker 2 00:01:13 Since then, William has been deeply involved in trend forecasting and innovation, now as a cosmetic trend analyst and independent marketing consultant. William has spent over two decades identifying emerging trends across beauty, skincare, hair and aesthetic medicine. His work spans five major markets and has been known for collaborations with industry giants such as L’Oreal, Codie Henkel and LVMH. A regular speaker at leading cosmetic conventions and gatherings, and formerly a leader in global education campaigns and product launches, his career is marked by his ability to provide game changing insights and strategic growth opportunities for top tier brands. William, again, it’s a pleasure to have you here. We’re going to touch on so many topics today, but I just want to get started first by taking a step back. Right. And I want to know more about how you got your start and how you are where you are today.
Speaker 3 00:02:14 I think thank you again for having me. First of all, and this is really exciting for me, too, in terms of where I started, my career began as a hairdresser in the UK.
Speaker 3 00:02:25 I am Italian, by the way, but I’ve been living in the UK for all my adult life. Really? I came here when I was 20 years old. I’m not going to tell you how I am now, but it’s been a while. and I began my career as a hairdresser at Tony and Guy, a big chain. I think they are pretty much in every part of the globe, really. And I became an educator, teaching both, cutting and colouring. I was actually was a diffusion of Tony and Guy, which is called essentials. I think there are still a couple of shops of this diffusion. And I think the great things about this diffusion of tuning was that they allowed the creative to be both a cutter and a colorist, which is something that tuning itself doesn’t allow you to do. You either have to choose one or the other, but was able to do both. And I guess I became noticed. I would say I was very passionate about what I did. It was extremely young and I became an educator and also became part of the turning I artistic team, where we created collections every year that were then proposed to the clients on the floor, on the shop floor.
Speaker 3 00:03:28 And this is really where really let my opportunity really to in the beauty industry, where I then combine my hands on skills with a very keen sense of marketing and trend forecasting, which became something that grew later on when I was I think you mentioned it there, approached by L’Oreal. L’Oreal was at the time with Tony and Guy. They had a collaboration of synergy. So we use 23 products in our salons. And obviously we had educators that used to come and teach us to staff how to utilize such and such products, but they were really looking at the time because you asked me these questions to bridge the gap between education and marketing in the sense that they were looking to launch a natural occurrence. So natural occurrence I’m talking about 20 or so years ago wasn’t really prominent there, and they were really trying to see how we address. We’re going to respond to it. And our clients were my appreciated or not, I’m talking about henna and things like that, which at the time wasn’t really popular. And so our abdomen with one report, which I still remember and I think really progressed to two and three, and within I think three years I left hairdressing completely.
Speaker 3 00:04:47 And I am where I am today when I’m just really focusing on trend forecasting and marketing.
Speaker 2 00:04:51 Yeah. Was there anything, first of all, that’s incredible. And to hear that things like natural haircare was something that just got caught on 20 or so years ago. What were the initial reactions back then? Because I feel like that’s all that people can talk about now. But was that a slow start on the market, or was that a consumer feedback? Like how did that go?
Speaker 3 00:05:14 It was a extremely slow start. I think at the time, I can even tell you that L’Oreal itself, L’Oreal Pro, I’m talking about not not consumer mass market in supermarket and drugstore, but I’m talking about professional coloring. I think they launched their very first natural curation about 7 or 8 years ago. And that it’s still on the market today is called boutonniere. but I’m talking about this was the beginning of us 20 years ago. So for them to actually launch something on the market, a colossal giant, of beauty like L’Oreal to really, launch on the market, something 13 years after they really started to dip their toes into this market.
Speaker 3 00:05:52 I think it’s quite remarkable to say that I think the market wasn’t ready for it. There was some recognition that consumers and clients really wanted something that was less harsh and more natural ingredients, sustainable as well. But I think it’s really within the last decade that we really started to see a little bit more of movement in this kind of direction.
Speaker 2 00:06:12 And why do you think that is?
Speaker 3 00:06:14 I think it’s a combination of really at the time, we used to call it eco friendly. eco is no longer there. I think we can. We call it sustainable nowadays. And, yeah, I think we are more aware of the damages that we as human beings are what we are doing to our planet and what we are doing to ourselves. And I think this has become really obviously magnified such a high extent that people are taking notice and brands are providing solutions because of this. And obviously social media, social media as well. It’s something that it’s obviously magnifying things even more. And and here we are.
Speaker 2 00:06:53 And here we are.
Speaker 2 00:06:55 Yeah, absolutely. I want to spend time asking you what you’re seeing with social commerce because things like TikTok, Instagram, and the way word of mouth moves these days is probably unlike any. And so if you compare 20 years ago to now when it comes to these tools, do you see it being any different? And what trends are you seeing now that you haven’t before?
Speaker 3 00:07:19 Absolutely. It’s fast. It’s something that it’s even silly to say. It’s beyond fast. If I recall, when I started 20 years ago in forecasting, things were moving very slow, and if we were really who was informing us at the time where, you know, the leading publications Vogue, Marie Claire, Elle, you name them, a lot of a lot of my inputs was coming from trend, sorry, from trade fairs. So I was I am still to this very day, but I have to admit what I gained from trade fairs. So I was really going around the world, and I still am going around the world to give conferences, masterclasses and speeches and stuff like that.
Speaker 3 00:08:01 But often I was really gaining a lot of my insights from trade fairs, really finding new products and really looking on the platforms of hairdresser doing their work there. But I think this is now it’s still there, don’t get me wrong, but I can get much more insights and inputs from half an hour on TikTok. because I can follow who I want to follow. First of all, I’m not really finding a bunch of hairdressers on a trade fair platforms which I may or may not enjoy, or they might not provide me with what it is I’m looking for right now. You type exactly what you want on the search bar, and if you’re looking for blonde hair and natural hair, white hair, whatever it is that you’re looking for, you find it so quickly and those insights are extremely valuable for us. And obviously the way we digest it in terms of trend forecasting, it’s it’s much more amplified. And we need to pick up the trends much more nowadays when we are providing a solution to our clients, to the big brands out there.
Speaker 2 00:08:59 Yeah, yeah, you are absolutely right. We even talk about this ourselves, right? Where TikTok and whatever social media platform and just the internet, really, it’s allowed for discovery at such an immediate rate. And so when you think about Just Like that, and when you think about things like tradeshows and conventions and stuff like that, what do you see? What do they look like these days?
Speaker 3 00:09:21 Don’t get me wrong, they’re extremely valuable. And I think I just came back from Brazil. I was at beautiful, which is the largest South American fair in Sao Paulo. I have been lucky. They’ve been having me on their platform pretty much every year for the past five years. It’s an amazing experience. Brazilians addresses, I would say, are probably some of the top hairdressers out there in the world for one simple reason is because they are exposed to so many different hair texture. I would say Brazil and this is not me saying I think they are figures which I have to back up myself for some of my reports.
Speaker 3 00:09:55 They are demographically there are many different ethnicity in Brazil, is one of the country with the most ethnic differentiated group out there, and for this very reason, hairdressers are exposed to different textures, and because they’re from different textures, they become very creative. One minute they got an extremely curly lady on their chair, and the other one, they got this very Caucasian, straight blonde hair. They need to differentiate in two different manner. It’s not like you’re in Japan and they all got Japanese Asian textured hair. And for this very reason, Brazil is a very unique country which proposes very amazing trend. They are trendsetters in the sense that I tell you. Anyway, I don’t need to tell you the Brazilian blow dry. You’ve heard of it, I’m sure. The Brazilian boatlift. The Brazilian bikini wax. Why is he Brazilian? Is because they are trendsetters. They give us trends. And for this very reason, when I go there, I find it extremely interesting. The only thing that might have changed is that I think the audience now is very knowledgeable.
Speaker 3 00:10:57 So for them, you really need to give them an overview which which is a little bit more global. I would say to, to really y them, you need to offer them something that, for instance, might be going on in Korea or Japan they might not be much aware of. But even there nowadays, if I give you a trend and I’m sure you’re aware of it, if you’re on TikTok yourself as well, you must have seen those cascade of water of the hair salons where you get these relaxing head spas with this cascade of water coming on top of your forehead. Yes, this is a massive trend coming from Korea, which is now taking over in the West. So many Western hairdressers are proposing this kind of cascade of water, fountains of water, whatever you want to call it, at the back watch. You really need to go global nowadays to, to, to y your audience because we are globalized. 20 years ago we were at the beginning of it. Now we are in the full blast of it 100%.
Speaker 2 00:11:55 It’s such a curious thing that you bring up, and I love that you touched on this topic. So it sounds like a lot of global entities, like communities, are at the forefront of trend and innovation. First of all, I am curious, besides the examples from Brazil and from Korea, what other trends and innovations are you seeing really take off and that you’re personally very excited about?
Speaker 3 00:12:15 Are you talking about haircare.
Speaker 2 00:12:17 Hair, haircare, skincare? Actually any any of the worlds that you are in? I know that’s a big question.
Speaker 3 00:12:24 I think customization and personalization is extremely big, especially because AI is informing so much of what we are starting to. We are at the beginning, of course, is not something that we have been witnessing of us, but I think AI is reshaping the way we analyze consumer behavior, first of all, and the way that we personalize beauty recommendation. We started with realtor try ons, which is not really AI, but I is now getting the hands on it as well.
Speaker 3 00:12:50 And the future, really. It’s becoming even more refined in terms of customization, which really allows brands to really cater to the individual’s beauty needs with unprecedented precision. It’s made for you, just for you, only for you. And and this is what consumers want. I don’t want to pick up these products because it’s great for everybody. I want to just for me, tailored to my exact needs, the amount of moisture the mind needs and whatever else it is you want to customize it for. Obviously, sustainability is massive. A brand will not exist today if it’s not sustainable, or if it is not as a sustainable ethos or really showcasing some kind of sustainable approaches. Whether it is packaging the formulation consumer are going to break you apart online, and they are going to point the finger at you and find you out. And the team in the same is in terms of diversity. It started maybe five years ago or so, and it’s becoming more and more prominent nowadays. But I think it really frets old people.
Speaker 3 00:13:59 And it’s really regardless of age, race, gender or your ability, we all have a role in making things happen out there, and we want to be reflected. And sometimes unfortunately, in the past, especially in the West, is taking over and the agenda here. But things are changing. But I think the change is still slowly if I have to. When it comes to hair, which it’s amazing because curls, for instance, have been informing styling trends for the past 12 years or so. And I remember where I’m not going to say the client, but one of the biggest clients, they actually send me to a couple of North African countries to really see how they treat it. Curls themselves are actually went on vacations. I went to Nigeria, I went to Morocco and it’s amazing how we really gain a lot of insight into how they manage their own hair, how they do the big wash every 2 or 3 weeks, whatever it is that they do every three weeks, how they braid it, what they use.
Speaker 3 00:15:02 All of these was not known 12 years ago. It was known, but obviously the market was mostly there in United States. In the UK we have a population of Afro-Caribbean descendants, but African Americans, but it wasn’t well known on the market. And we have to go and get these kind of insights there. But I don’t think what we are doing is yet fully fair in terms of what purpose for one individual and for the other, but hopefully we’ll get that.
Speaker 2 00:15:30 Just on that topic, I will say I’m a curly girl. You can’t tell because I have a pulled back right now. I know, and yeah, and this is a product of it being pulled back as a product of me years and years. I only recently learned how to take care of my curls, and I feel like exactly like you’re saying things like that are only recently coming onto the market and it’s very slow and you have to find these niche. I have a very niche hairdresser and I only found her from word of mouth.
Speaker 2 00:15:55 So it’s also very interesting to hear you say this being like an issue across the board. And some things are still very slow to pick up. So I’m hearing you say trends like customization, sustainability and diversity are at the forefront now. When you are putting your marketing consultant cap on, do you find that you ever get pushback from clients and does it still seem unfeasible? And how do you encourage them to implement these things if it’s not natural to their brand? Yet?
Speaker 3 00:16:27 I have to admit that in that respect, my job. It’s very cool because I am the cool kids on the block when I arrive, I and this is what the expecting from me. This is what they want for me. This is what they pay me. They want to look ahead. They don’t want to look backwards. So regardless of whether they are ready to take in this approach, and I already told you that I believe that some brands, not all, but some brands are still behind and they could do better. but regardless, I think the moment that I am in that room for those 2 or 3 hours, then they are having me for, I think they’re very willing to look ahead because that’s what they pay me for.
Speaker 3 00:17:08 Unfortunately, I’m not there for the whole I’m not a product developer. I’m not there the whole way with them. I don’t know what goes on in in closed door and I do not know. But I can just imagine because I worked something that I think I have mentioned there or in my bio, maybe I did, I’m not sure during my career, maybe just before Covid, early to 2020, something like that. I was asked by Henkel, which owns Schwarzkopf Professional, to join them in Germany, and this is exactly what I did. So they were a client. I used to provide them with trend forecasting, but they really want to have an educator slash trend forecasting expertise on, on, on site and so on. Germany for a couple of years and and so I became a little bit familiar in how product developer do things. And I can just recognize these days that there’s a lot of nos. And unfortunately those Nos comes from R&D, research and development departments. They’re all one. They’re always put up there or we can’t do that or we can’t do that.
Speaker 3 00:18:15 We can’t do it. If you can’t do it, then we’re not going to move forward. We’re going to keep giving the same formulation over and over again. So there was a lot of death. And sometimes you really need to say, what can we do then? And really you need to push it because maybe it’s the way we like comfort. We don’t like to as human beings. I’m talking about we like to do things the way they are and what we know best, and sometimes it’s nice to actually move away from what we know. And going into the unknown a little bit. This is how you innovate. Otherwise you’re going to keep on giving the same products over and over again 100%.
Speaker 2 00:18:46 Especially when we talk about like Gen Z coming into the mix and younger folks like, where do you see that generation fitting into the consumer market? And I guess this is a good time to pivot into social commerce, right?
Speaker 3 00:18:57 Oh, absolutely. Very savvy. Of course, I don’t have to say that.
Speaker 3 00:19:01 And they watch trends. They digest it more than anyone else. What’s new today or tomorrow. And I think this is becoming something that brands take very seriously. And that’s why my job is becoming. So I need to pick up every trend in terms of social media trends. With some products that are obviously becoming cult, some products, they are becoming very exciting. I always need to give them a representation of what’s happening in the market. For instance, Korea, obviously in terms of skincare, does this very well. We know that. But microneedling in a bottle. You might have heard of this. Have you? Yes. So this was really started I would say last summer. So maybe not even six months ago or thereabout. And now brands are like, oh, should you really launch this? Is this really gonna going to work on, on on the western market as well. And because there is such fascination with, with Korean products that he and, and then and YouTube or whatever are becoming so interested in this kind of product and e-commerce as well.
Speaker 3 00:20:06 social commerce as well. They shop at Olive young, which is the biggest beauty cosmetic retailer in Korea, which now sells overseas. Not the whole shop’s, not the whole products are on their international site. But you can purchase this product and you can see that they are out of stock of this particular macronutrient about the products. So the answer is you you should learn something like that because the moment is now. This is what they really want to now. So I think that’s why this kind of reports and this trend forecasts and what I do is digested very quickly. I generally Do big reports skincare twice a year. I call it WhatsApp in skincare, WhatsApp in haircare twice a year, but also of monthly. I provide newsletter to my clients where I give them a couple of inside a very short. Nobody’s got time to read nowadays, but really what I’ve been, what has been happening in the past 30 days that you should know, and it’s a couple of slides for them to know to digest. So they might need to change direction on something that they’re working on because something like that is just happened.
Speaker 2 00:21:16 No, it sounds like you’re tapped into some really incredible stuff and there’s so much to see. And you’re right, it is very cool and very interesting. And I’m curious in your work, have you noticed that there is some sort of like life cycle of trends? These things come and go, but how long are they going to be there?
Speaker 3 00:21:34 There is absolutely a cycle of things and not just the cycle, but also there is a trend and a counter trend. People, more people want. Let me see, What am I going to fish out of the house? People want very curly hair nowadays. People also want glass hair, which is informed by glass skin and glass hair. If you look, if you type on TikTok glasses, you’re going to see is absolutely that straight hair super shiny? Well, then you’re not going to have curls if you’re going to get Glossier. The counter trends is the one or the the other, and I can find you a multitude of these kind of things happening all over, and they result on the same.
Speaker 3 00:22:14 Of course, there are a couple of different changes here and there and different updates, different application methods. Packaging often gives a different kind of idea as well of how we can apply things, but for the most part we are creatures of skin. It’s composed of the same thing that was composed 20 years ago. Hair has got keratin composition the same as 20 years ago. So I think in order to cater for this, to skin is the biggest organ in our body and hair. It’s One of the richest from I can find the word that I’m trying to find out. It’s formulated with keratin more than nails and more than anything else. So in order to cater and to look after hair and skin, we’re going to go back into what we know very well. We’re going to propose a couple of different ways, but we’re always going to go back to it, to the keratin and the way that we care about the skin and all of this. Yeah.
Speaker 2 00:23:06 Yeah. So there’s this I don’t know if you can answer this too.
Speaker 2 00:23:09 I’m sure that you can. But do you see any like, staple trends like these things will forever sustain in the market? Consumers will always want these things.
Speaker 3 00:23:20 I think my answer to you now, and by the way, there is a counter trend as well about this. But if you talk about hair or skin moisture, it’s never going to go out of trend. Moisture is always going to be there. Obviously, depending on the climate, you might if you live in a very humid climate. Moisture might be something that you do tackle, but you tackle with other proposals as well, or whatever it might be. But also something is always going to be there, and it comes from here as well. Nobody wants to dry hair. You might have a dry shampoo to dry up your scalp because of excess oil, but you don’t really want dry hair. You don’t really want anybody to put their fingers into very dry hair. And again, moisture is something that counteracts that. So I think that’s one of the biggest trends in terms of skin and hair.
Speaker 2 00:24:07 Totally totally. Now when it comes to putting this across from a marketing standpoint, what used to work in beauty marketing and what doesn’t anymore?
Speaker 3 00:24:16 Sorry, can you say that again?
Speaker 2 00:24:17 Oh, sure. Sure. What used to work with beauty marketing. Right. Like when it comes to putting this out there and what doesn’t anymore? And in tandem to that question, how do you see tools like TikTok really shaping the acceleration of these trends?
Speaker 3 00:24:36 I think as I said, brands are utilizing this platform very well. I have to admit, I am not a marketeer in, in the sense that I, provide trends on those platforms. I don’t know what brands do in order to, to gain, higher views, less views. I might be familiar with what they do, but I don’t. This is not my job. My job is to find the trend and to digest it, and to find the insight and provide it to brands. From my perspective, one of the biggest things, kind of philosophies that I really look at for if brands should really take a little bit of a risk and and be a little bit, but also trust their gut in saying we’ve seen these trends out there, consumer really following them.
Speaker 3 00:25:23 Let’s try and follow a couple of them to try and provide different kind of tools to our consumers. And I think they’re doing that. Not all brands, but some of them are definitely risk taking.
Speaker 2 00:25:34 That’s something that we talk about all the time. Right. And you mentioned that yourself risk comes with being adaptable means being innovative. All of that sort of stuff I. You are filled with so much expertise, and I could talk to you on and on about trends and all of that, and I want to. I’m also curious on this topic of risk, right. And pivots and adaptability in your personal career. Right. Professional journey, what risks have you taken and any challenges you faced, and how did you overcome those?
Speaker 3 00:26:02 Probably leaving the security of working within a salon when I was a hairdresser was probably the biggest risk that I took, because I think it took me about three years to really say, am I really going to do this? I had a couple of jobs here and there, but if I was and it was, I was really struggling at some point when I had to really deliver big reports to big brands, marketing reports and talking.
Speaker 3 00:26:26 But I also had to be on the salon chair, four days a week. I was really finding it hard to juggle the two. So I think leaving the security working within the salon for me was the biggest risk that I ever took. It really meant stepping into the unknown for me to know. Am I going to be able to actually make a good living just following this, which I’m really passionate about, but is really going to support me? So I think that was the biggest leap, the biggest confidence leap that I had to take ever.
Speaker 2 00:26:57 How did you have faith?
Speaker 3 00:26:59 I think I just trusted my God. I knew that was the path that I wanted to take. I saw that there was a gap in the market in terms of nowadays, I do a lot of skincare as well and aesthetic medicine. But I would say for the because all categories like skin and hair are so intertwined and we see one trend arising from skincare, and soon after we’re going to see the same formulation coming on on haircare as well.
Speaker 3 00:27:25 So the inform us and I need to be really informed on both things. But I would say for the first five years I was the hair guru for these brands. I am a hairdresser. This is what I know best. I’m probably still the largest. Driver of all of my reports. It’s here for all of my clients. And I knew that there was a gap in the market. I would, marketeers, they really wanted to have all of these trends, hair trends backed up by somebody who had a little bit of knowledge about hair that when they were, you know, telling them about these trends, they could really question them about, is this been done before? How was it done before, especially with hair colors as well? Hair color? It’s a little bit scientific. You don’t need to go to university to learn. A hairdresser often use numbers to describe a coloration. There is peroxide or different percentage of peroxide, and when you are presenting a new bleach that is launched on the market, you can really well say this is the new bleach that is launched in the market, but what was in something similar in the market before? So instantly, if you are somebody, if you’re a hairdresser, colorist and you know how to use these products, you can straightaway tell them whether there was one in the market like that before, what is changed or.
Speaker 3 00:28:40 Yeah, they used to have 12% peroxide, but now actually they came out with a nine, blah blah. Whatever it is you can there’s little emphasis on changes you can digest in so much easier. And they’re very happy for that. My path was really to see there was a gap, trust my gut and say, just go for it. And they did.
Speaker 2 00:28:56 Wow. Thank you so much for sharing your morning with me. I just feel like I learned so much from you, and you helped me think about these things in ways that I hadn’t before. Right? When it comes to trends and what we’re about to see. So thank you so much for sharing you very rich knowledge with us. For our listeners, I would highly recommend following Will on LinkedIn. That’s where you can find him. Just go ahead and search for William F with a period at the end and follow him, because he posts regular content about what’s trending. Just really great information about things that we should all know about beauty, wellness, personal care.
Speaker 2 00:29:31 Again, we’ll thank you so much. It was a pleasure talking to you.