BeautyLink - Volume 6, Issue 3 - (Page 42)

MULTICULTURAL CORNER An Opportunity to Embrace Diversity Begins with Education TODAY'S MULTICULTURAL HAIR community is creating "Companies that are able to address the needs of a diverse community are positioning themselves for longevity in the beauty marketplace." BY TAMIKA DAY, M.ED. 42 new opportunities for future beauty professionals. As our communities become more diverse, it is no longer wise for beauty and wellness professionals to limit their styling skills and services to a single demographic-or even just a few! So what does multicultural mean in today's world? The term "multicultural" encourages individuals to express themselves in a unique, expressive and nonjudgmental way. Accordingly, the words multiethnic, multicultural, highly textured and diverse are all popular terms used in the beauty industry. They describe an emerging culture that we must embrace and respect. Changing demographics present implications and opportunities for instructors, students and licensed hairstylists. But first, we must be willing to step up and embrace a more global community. This acceptance includes an openness to interact with different cultures in order to grow our businesses. In today's multicultural marketplace, we face a collective obligation to be inclusive and affirming of people who don't necessarily embrace the same ideas and values held by our own culture. Companies that are able to address the needs of a diverse community are positioning themselves for longevity in the beauty marketplace. Becoming a more multicultural organization is not a matter of access. Indeed, companies have been able to market and reach the multi-ethnic consumer for many years. The challenge of engaging with diverse groups must be addressed on a personal level. As instructors, students and hairstylists, we must be open and receptive to customers of all cultures. Never assume that a cultural stereotype is valid when serving clients of different cultures. Services should be provided based on consultations, which lead to the client's desired results. As educators for a multicultural hair company, my team develops our seminars, hands-on classes and training to address the needs of consumers and professionals across all cultures. We strive to stay aware of alternative treatments and technologies that multicultural consumers are seeking. Being in touch with the market's needs and desires can position beauty schools to train their students for emerging trends in the hair community. Additionally, a school that is at the forefront of multicultural beauty is positioned to reap the financial benefits that accompany new services. Marketing to a multicultural community can lead to increased retail sales. Stylists and beauty school students who understand the multicultural market also create more educated consumers. Finally, don't | BE AU T Y L I NK | CEL *E*BR AT E | 2014 forget the nuances of communication when dealing with different demographics. Schools must be able to communicate with persons of different cultures. If your school is located in a city with an "international center" or "cultural resources center," why not plan a field trip to acquaint students with other cultures? Or invite a spokesperson from the center to deliver a classroom talk about diversity in the workplace and in the world at large. Don't forget to train your trainers! Cultural education for your school's instructors can help them appreciate that traditional teaching methodologies may need to be adjusted in such a way that all groups are being accommodated. The clients who visit today's salons are more educated than previous generations when it comes to beauty and wellness. After all, they've watched hours of YouTube and countless reality shows that often showcase the latest in solutions for curl patterns, hair texture and chemical-free alternative styling products. As authority figures, instructors need to stay at the forefront of these new styling options if they want to keep multicultural customers in the student salon and prepare a new generation of beauty professionals to serve a global marketplace. Beauty education must lead with diversity! Tamika Day is a salon owner and educator in metro Atlanta. She has dedicated her career to promoting excellence in hair care and mentoring stylists to succeed in the beauty industry. Tamika is an educator for McBride Research Laboratory, and works as Director of Education for Barbinc. Tamika was named a Ford Top Ten Stylist in 2013.

Table of Contents for the Digital Edition of BeautyLink - Volume 6, Issue 3

Message From the Aacs President & CEA Chair
The Workings of Washington
The Art of the Consult
A Student’s Perspective
Celebrating Our Graduates
Access and Affordability
And Then There’s Compliance
Are You Ready to Thrive?
Navigating the Acquisition Path
Creating a Marketing Mixture
Multicultural Corner
Culture Trumps Strategy
Beauty Changes Lives
Engaged Learning
Superstar Graduate
20 Ways to Celebrate You
Battle of the Strands
Students Leaving the Beauty School “Nest''
Why Every Educator Needs to Be at CEA This Year
Step by Step
Voices From the Classroom
People & Places
Create a Recipe for the Future
New Products & Services
Associate Member Profiles: Furniture Manufacturers
New School Members
Upcoming 2014-15 Events
Index to Advertisers

BeautyLink - Volume 6, Issue 3