Walking into a Muncie hair salon, one would never guess the economy has taken its toll on business.
Women of all ages fill the salon, getting their hair shampooed, cut, colored, blow-dried and styled. Hairdressers are buzzing from client to client, chatting about everything from weather to fashion while each customer patiently waits for their new ‘do to be revealed. Although a quick glance inside these salons shows no sign of a recession, a closer look at the clients' requests may be an indicator of a struggling economy.
A recent national report from Baltimore stated that women tend to change their hair color and style based on the economy. To save money, women skip the high-maintenance bleach blonde coloring process and switch back to a more natural, easy-to-keep color. It also stated that women are more apt to sacrifice a short cut and let their hair grow out during a recession for less upkeep.
Even so, this national trend has not taken off in Muncie, local salon business owners said.
Misti West, owner of the Running with Scissors Hair Salon, said she has noticed a higher demand for darker brunette colors than lighter blonde lately, but has not noticed a change in hairstyle and cut by her clients.
"Women tend not to dye their hair blonde as much because it requires so much upkeep, which can cost a lot of money," West said. "A lot of our clients have decided to make the change back to a more natural color, but still keep the cut how they like it, whether long or short."
West said this trend definitely does not apply to all her clients; many women are willing to pay the extra money to keep their favorite hairstyle even during a recession.
"For some women, their hair color or style just makes them feel good, so they're not always willing to sacrifice that to save money," West said.
Just as this trend doesn't apply to all of West's clients, it also doesn't apply to all Ball State University students who color their hair. Freshman theatre and speech education major Mara Ofengender doesn't mind paying the extra money to keep the color she loves. Born a natural blonde, Ofengender's hair darkened as she got older, which she disliked. In an effort to prevent her hair from turning dirty blonde, Ofengender started highlighting her hair four years ago and says she will continue to do so, even if it is expensive.
"I like being blonde and I like my hair long. It's definitely expensive to keep it this way, but it's just my preference," Ofengender said.
Angela Nagel, a sophomore telecommunications major and licensed cosmetologist, said she has noticed a color-changing trend with her clients at Ball State and has even adjusted her own hair-coloring habits due to hard economic times.
"I personally have gone from highlighting my hair to an all-over color closer to my natural color because it lasts longer and requires less upkeep," Nagel said. "I'm also letting my hair grow out. Short hair needs to be trimmed every two to three weeks to maintain its style; it just isn't worth the time and money."
To save money, Nagel recommends getting highlights touched up every other hair appointment rather than every appointment and sticking to a highlight color closer to a natural color — that way the roots will need to be touched up less often.
Stylists agree that a hairstyle with a more natural color and a longer length can be cheaper than the alternative, but said it is the preference of the client that determines whether money or confidence is more important to her.
Although these hairdressers have noticed a change in hair trends, economics professor Mike Horowitz explained that Muncie hairdressers might not see much of a change as hairdressers in other cities during a recession because Muncie has a history of a struggling economy.
"People are always looking for ways to save money, especially during a recession," he said. "It makes sense that women are trying to find a hair color and style that isn't as expensive in upkeep."
Even though Muncie may not be noticing many changes, Horowitz said he could see this happening on a national scale.
"This totally makes economic sense at a time like this for our nation. When a recession hits, people have to make changes in their personal lives in order to stay financially afloat. If hair color isn't important to a woman, it's smart for her to find a cheaper alternative and spend her money on something worthwhile," Horowitz said.
D.I.Y Hair Craze
Do-it-yourself dye jobs have become more popular. Top home hair dye maker L'Oréal sold 30 percent more dye in September 2009 compared to September 2008.
Fashionable Economic Indicators
Men's underwear
Former chairman of the Federal Reserve Board Alan Greenspan's theory is that sales of men's underwear are generally steady, but when men are trying to cut back on their spending, they consistently cut back on new underwear purchases. According to Motley Fool, underwear sales were rising at Target Stores and Sears in December.
Colored Ties
Both men and women tend to wear bright colors when they're in a good mood and wear more dull colors when they're down. Neck tie colors might actually be a better predictor of what's to come.
Skirt Length
When consumer confidence is high, skirts are shorter, and when it's low, skirts are longer.
Denim Sales
Rising sales of jeans could indicate the start of an upward economic trend, since they're some of the more affordable and durable clothing items you can buy. The magazine reports denim sales are up, indicating that hope is on the horizon.
Source: New York Times, Motley Fool, Glamour, Forbes.com (all from a mainstreet.com list), Chosun
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