Wigs as a form of hair loss treatment
Hair show touts wigs as latest style statement> By A. SCOTT WALTON
The Atlanta Journal-Constitution
> Published on: 08/20/05
Wigs are like dentures: People don't freely admit to wearing them.
That would defeat the point.
But among the estimated 60,000 stylists, cosmetologists and hair treatment vendors in town today through Monday for the 58th annual Bronner Bros. International Hair Show, there's much talk about ways to profit from the unspeakable.
Hype Hair! editor-in-chief, Adrienne Moore, said the demand for new wig styles won't diminish any time soon because women — particularly celebrities — embrace them as "the easiest way to change your entire look."
While unwilling to name names, Moore said certain stars on the R&B/hip-hop music scene are leading the charge toward wig counters, and the women who admire them are following suit.
"[Celebrities] see it as a smart way to change their hairstyles quickly and protect their own hair at the same time," she said. "If you're constantly torturing your hair with curling and pressing irons, or coloring it on a frequent basis, it can get damaged real fast. People who are in the limelight and have to change their looks all the time are using wigs as tools."
At the Bronner Bros. show — one of the largest trade shows for ethnic hair care products — experts will discuss ways to make the most of the trend.
"I'm a stylist now, but my goal is to make wigs full time," said Tarsha Woods, owner of Trendy Illusions, a full-service salon in Washington, D.C.
For the past four years, Woods has made customized, human hair wigs that she sells for $175 and up. She'll also teach a two-day sales seminar on how to quickly handcraft customized wigs to a client's specifications.
Hair Zone, founded in 1989, markets wigs and hairpieces in various colors, lengths and texture combinations under the brand Sensationnel. Singer and former "Moesha" star Brandy, the company's spokesmodel, will appear on Sunday to promote Hair Zone's latest innovation: Pro-10 faux hair pieces made of all-natural proteins, which resemble human hair in terms of texture and resilience.
"We're still growing because more and more women have gotten informed about what's available and how reasonable the cost is," said Joseph Cho, marketing director for Hair Zone.
Nearly $480 million worth of human, synthetic and animal hair was shipped the United States in 2004, according to Department of Commerce's Office of Trade and Industry Information.
Michael Kleinman, executive vice president for Kansas City, Mo.-based HairUWear, points to three factors driving the market: The stigma is fading, thanks to the number of celebrities sporting hair alternatives; wigs ranging from $49 to as much as $10,000 are readily available online; and baby boomers are aging and facing hair loss that many want to conceal.
The company's latest coup — providing hair extensions for Jessica Simpson to wear in "The Dukes of Hazzard," and her video for "These Boots were made for Walkin'" — underscores widespread appeal for hair alternatives.
At Bernadette's Salon and Wig Gallery in Buckhead, a custom human hair wig costs $1,500-$2,500. Gina Sanchez, the wig consultant at Bernadette's, said the bulk of her clients come in due to hair loss from chemotherapy. However, she said, there's been "a jump" in the number of clients who are merely seeking a made-over appearance.
"I've got clients from the real estate field who are out showing homes all day long and get tired of having their hair ruined by the humidity," Sanchez said. "I've got others who want different styles for different occassions, or who just want to please their husbands by showing them an entirely different look."
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