A new rise in the sale of silver and gray hair colorants has led to what is being referred to as the “granny trend” as women of all ages are coloring their hair not to hide gray hairs but highlight and accentuate existing (or missing) gray hair. According to a 2014 study by the Kline Group, silver hair colorant sales gained 46% year over prior and gray experienced a rise of 14%.
While these numbers alone are not enough to indicate a big or sustained granny hair trend, it’s worth noting and considering how such growing interest in the “anti- anti-aging” movement could help your business as women of all ages embrace the beauty of hair color most often associated with a mature clientele. Young women in their early twenties have realized that when applied correctly, silver and gray can be very flattering to some skin tones regardless of the age.
Celebrities and Assured Boomers Alike Drive Trend in Younger
A quick search on Instagram or Pinterest for the term “granny hair” reveals more than just celebrities (from Lady Gaga to Dascha Polanco) are trading in their natural hair shades for what is fast becoming the colors associated with experience and enduring sex appeal. And for women of any age, it’s a bold move that says “I’m not afraid to embrace the natural aging process”. Could this movement be tied into our baby boomer generation relaxing into the golden years and encouraging others in the process to accept beauty as fluid and a personal expression?
For hair color professionals this could be a boon to business as it requires expertise to bring hair down to color light enough to take and hold the light gray tone you are seeking but not damage the hair follicle through excessive bleaching. And with the need for upkeep to keep it looking it’s absolute best this trend could be a lasting money maker for the professional hair industry like that of platinum blond or other intensive processes requiring ongoing efforts.
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