Over the past few decades, the hairdressing industry has evolved in several ways and so has the world of social media. Bringing a profound transformation in the way professionals operate and connect with audiences, the impact of social media on hairdressing has been unmissable. Let’s delve deeper into this realm.
With India emerging as one of the fastest-growing economies globally, coupled with widespread smartphone and internet penetration, the reach and impact of social media on hairdressing have been monumental. From revolutionising creativity and business to redefining notions of authenticity and competition, social media has become an indispensable tool for both seasoned professionals and newcomers alike. In a conversation with Vidhi Arya from Professional Beauty India, Shailesh Mistry, Founder of Tres Mink sheds light on this impact.
How has the impact of social media on the hairdressing industry been across the country?
“India is becoming the fastest growing economy. Everyone has a smartphone and access to the internet and social media. And, most importantly, people have the choice as to what they want to and don’t want to see.
When I started around two decades ago, we never had the kind of exposure that’s present today. Growth and reach were much slower for us as compared to the newer generation of hairdressers, all thanks to social media. We were dependent on advertising, by the way of magazines, radio, etc. to reach out to a wider audience. And still, only a handful of people were famous. Now, with the widespread reach of the internet, it’s better for the newer generation. Even if there is a talent down somewhere in Chandigarh or Ludhiana or in Vizag, people can see their content, appreciate the good work and follow them.
Not just so, the impact of social media has also been aspirational for many. With the content hairdressers put up, people cannot just gain knowledge about this field, they can also get inspiration to take up hairdressing professionally. Those who have had no idea about this profession are learning. So, the overall impact is great!”
How has social media impacted the business side of the profession?
“It has 100% helped everyone from people who run a business, to salon businesses, to the stylists who are working for that salon, it has helped everyone.
Now we are our own advertisers, we don’t need anyone. We don’t need to go to an advertising company. The thing about social media is that the content is mostly organic. It’s not heavily touched up, so people realise that what you see is what you get. Hence people relate to it much deeply.
And, the best part is everything is immediately available. You see it and if you like it, you can immediately get in touch for the contact or for an appointment. So, a lot of things have been taken care of by social media itself.”
How do you think it has impacted the authenticity factor of hairdressers? Now that looks created by a hairdresser are available to all, what’s your take on intimation?
“I don’t feel challenged by that. If you have a signature style and it gets copied, you don’t need to be challenged. In fact, you should be proud that someone is copying you. And I strongly feel that competition is always good.
And, there’s always a market for everyone. For instance, if you talk about designer outfits, there is a market for Manish Malhotra and there’s one for Chandni Chowk. People who can afford to pay me will come to me. Maybe they will be fewer in numbers, but of course, my pricing is high. So, I don’t find that challenging, it is not diluting someone’s talent.
I think it is good to have competition. It keeps professionals on the edge. It pushes them to come up with new content and techniques. In every industry, there should always be healthy competition.”
What about the people who are still not very active on social media especially those who have been in the business for long?
“It is an individual choice. Some experienced people like to be connected and want to be in the race and are really active online. They are still well connected and are drawing good business due to social media. But, for people who are not doing it, it’s not like their life has ended. There are a lot of clients who will still go to them because they have years of experience. They have done the run of the best part of their life.
Like if you ask me, I’ve done my best for 20 years. So now, I don’t want to be in the rut of social media. But the professionals from the current generations are active because they have that energy, maybe when they are 20 years down the line, they will be like me. It’s a circle of life: when you’re young, you’re on the peak, you want to work 12 -16 hours a day. But when you grow older and you have enough experience, you want to slow down.
I would not say if it’s a good thing or a bad thing. It depends from person to person.”
How can one maintain authenticity as a hairdresser in today’s time?
“You should be honest with yourself. I strongly feel you should not ape anyone. You can always get inspired, you can learn from others, but always have your own style and touch to everything you do and that’s what will make you unique.”
