Using precise and positive language is as vital for client satisfaction as any technical skill, especially when discussing textured hair. Jessica Parrish, founder of Shedid and Parrish, highlights how terms like 'unruly,' 'frizzy,' and 'messy' can negatively impact clients who have often faced hair-related misunderstandings.
Parrish advocates for personalised consultations over rigid hair typing systems, like the Andre Walker classification. She points out that a single head can have multiple curl patterns, making broad categories insufficient. The LOIS system, which considers strand size, hair mass, curl shape, texture, and shine, offers a more detailed approach.
The distinction between 'textured hair' and 'Afro hair' is also key. Parrish prefers 'textured hair' as an umbrella term for all hair types, noting that 'Afro' can be misconstrued as a hairstyle tied to ethnicity, ignoring the diverse range of coil patterns across all skin tones.
This focus on inclusive language and education presents a significant commercial opportunity. Salons could generate an additional £135,000 annually by attracting just 50 new curly clients each month. Yet, only 239 UK high street salons are listed as catering to curls and texture. This figure falls drastically short of the estimated 3,000 needed to serve clients of Black and mixed heritage alone, not including other ethnic groups with textured hair.
Parrish stresses the importance of basic hair health education for all stylists, enabling them to shampoo, condition, and style all hair types. While specialist services like weaves and colour are best left to experts, fundamental care should be universal. When unsure, stylists should confidently ask clients about their hair routines, fostering a collaborative and supportive consultation environment.
