Blonde hair and blonde-care
Blonde haired women have been at the receiving end of disparaging and
belittling remarks. In mass culture and popular entertainment, they are
projected as inherently less intelligent than their darker-haired
counterparts, wanton, and lustful.
Blonde haired women have been at the receiving end of disparaging and
belittling remarks. In mass culture and popular entertainment, they are
projected as inherently less intelligent than their darker-haired
counterparts, wanton, and lustful.
The stereotypical image of the blonde-haired woman is targeted with
insulting and perverted jokes which spawned into a category of demeaning
humour called ‘blonde jokes’. This merciless and relentless portrayal of
blondes may be attributed to the equation of blonde with Hollywood
glamour as seen in divas like Marilyn Monroe and Jean Harlow, worshipped
as sex goddesses. James Bond famously declared that ‘Gentlemen prefer
blondes’.
What better way to disseminate and internalise a cultural
misrepresentation endorsed by the ultimate lady killer? While the
prejudices against blonde women may be on the wane in terms of
representation, they are besieged by another front- as are all women,
whether blonde, brunette or dark. That is the all-encompassing and
universally pervasive advertising and marketing blitz of the cosmetics
industry, specifically hair-care. Hair has traditionally been considered
the essence of a woman’s beauty and the basis of attraction to the
opposite sex. The condition of a woman’s hair, in terms of length,
colour, lustre and texture are often perceived as indicators of her mood
or emotional state. This is a feminine vanity and belief that is
cleverly marketed and promoted.
If you are having a ‘bad hair day’, chances are you are bound to be
irritable, short-tempered, touchy and petulant- typically symptoms of
womanly whims. The magical solution- pamper your precious hair with a
host of exotic and extensive range of hair-care products which will
solve your hair-related woes with fabulous head-turning and jaw-dropping
results, subject to the great envy of other women. Niche hair care
products are much more expensive than similar products meant for mass
consumption. They are focused on a select class of clientele, including
both men and women especially with regard to blonde hair. Projected
earnings, from the sale of such products may be even less than the
quarterly earnings of brands enjoying larger-scale distribution and not
targeted at a particular consumer base.
The varieties among niche hair-care include mousses, gels, and
solution hair-care products along with other styling aids. These are
non-essential and superfluous yet marketed as must-haves. According to
the online marketing journal Bnet, the sales of such products are mostly
reliant on factors like brand loyalty, visibility on shop shelves, and
the popularity of reigning fashion trends. Moreover, sales are given an
additional boost by bettering and enhancing present products, providing
free demonstrational hair-do’s in public places like shopping malls.
Moreover, sales are given an additional boost by bettering and
enhancing present products, providing free demonstrational hair-do’s in
public places like shopping malls.
Vigorous and sharper advertising that removes the brand’s elitist and
alienating image from the mainstream is seen to grant another impetus.
Even mainstream brands like Revlon and Unilever are entering the niche
market as it is dominated by very few companies. It re-fashions their
brand image and attracts buyers with the added advantage of being
trusted and widely used, with far-reaching advertising campaigns.
Niche brands are exclusive with an aura of mystique, claiming
exclusivity and high specialization. For instance, John Frieda’s ‘Sheer
Blonde’ range claims to cater specifically to the needs of blonde-haired
women as their hair is susceptible to darkening agents on a regular
basis. John Frieda markets itself as the first hair-care expert for
blondes, a pioneer in the domain of blonde hair on the grounds of
detailed research. Assimilation of fashion trends from the ramp and the
film world also contribute to the popularity of niche blonde hair care.
Once these become integrated in the mainstream thanks to constant
awareness and exposure, they generate the mass desire for imitation. |
