Hairdressing and the metaverse: hairdressers' predictions
First things first, what is the metaverse? Best described as a set of digital spaces, here at HJ we like to think of the metaverse sort of like The Sims. You can move between digital spaces and do things that you can't do in the physical world or be with people you can't physically be with, but how will it affect hairdressing? (But here's how Wired describe the metaverse, in case you want another source) If you think about fashion, it's easy to see the metaverse in action. The potential to (virtually) try on clothes and buy digital-only outfits with Cryptocurrency is already a reality. AR (augmented reality) and VR (virtual reality) are fast becoming parts of our lives. But what about hair? Is there a future where clients can get hairstyles solely to wear in the metaverse? Or maybe the metaverse presents an opportunity for clients to try on new colours and cuts without commitment? If harnessed by salons, it could be a great marketing tool to drive footfall physically into the salon. Not to mention the opportunities for hairdressing education... *Featured image courtesy of Efi Davies
We spoke to industry experts to get their take on the metaverse and hairdressing...
Efi Davies, international artistic director for TONI&GUY London "It might sound like science fiction, but digital content overlaid on top of everyday life as well as “matrix” style alternate realities are really not that far away and with them will come new opportunities to express our identities. On the other hand, the metaverse is the parallel creative economy that has been rapidly growing with the explosion of blockchains, crypto currency, NFTs and ownable digital content. This is what excites me most and the definition of the “metaverse” that has personally consumed me over the past two years. I think both will eventually impact our industry. The metaverse as a digital space will open the door to new expressions of identity and new ways to adorn ourselves and others.
The Metaverse as ownable content will empower the individual creative and give them a historic digital identity and creative fingerprint. Salons are already opening in the metaverse where you can book virtually, pay in cryptocurrency and then physically visit your hairdresser. Have you ever seen augmented reality tattoos? Imagine augmented reality hair on the catwalk. If the metaverse is taken to mean the creative market of NFTs, I believe it will add lots of value. Value that is still hard to define and even imagine sometimes, but ultimately will be about finding new ways to capture all the fleeting moments in the industry as forms of content that are ownable. It will help create new communities, new clubs and new marketplaces within the industry.
A great example is the beauty and make up industry. Big companies are leading the way in the metaverse and hopefully hair will follow. I think those who are slow to market themselves in the metaverse (however you choose to define it) will inevitably be the equivalent to those who don’t promote themselves on social media. A fusion of the real and the virtual is inevitable. We are more “there” than we realise. Just think how much time we spend scrolling endless timelines. We will continue to immerse ourselves further and hopefully more meaningfully."
Natasha S. Brajovic, stylist at Andrew Jose
"If created and led by a team of professional hairdressers and professional hair brands, the metaverse has the potential to be better than reality. Looking at the relationship between a stylist and a client, it could make the consultation experience very creative and it could allow users to preview items faster and more easily than in real life. For instance, it's much easier to see the result of multiple looks, or try on and mix up different hair products than repeatedly wash and style hair.
VR is already changing the way the hairdressing education system works. The use of interactive methods like audio and visual devices are making learning fun. AR involves overlaying visual, auditory or other sensory information onto the world in order to enhance one's experience. Hair brands and hair academies are already using AR to promote products, services and training.
In my opinion, the only difference between a client coming in desiring a hairstyle/colour from a magazine and a look they have seen in the metaverse is that in metaverse they have it created on their own avatar. I would embrace this opportunity in the consultation."
Darrel Starkey, Taylors Hair Studio "I feel that the metaverse has already made an impact on the industry, with many people undertaking virtual consultations even after covid-19 restrictions were lifted. I think the tools that are being developed within this virtual reality would make for a great consultation tool, with the hope it gives realistic visions of what we as stylists could achieve and give a very near likeness of what the end result will be. It will be a tool that gives the client more confidence and is a much more visual medium for them to interact with.
"I know that fashion is taking a slight evolution with the purchase of online tokens and staple pieces however at the moment I can’t imagine not having my clients physically in the salon, engaging with them one on one and physically transforming their hair. For me personally, human connection and social interaction is so important. I believe it keeps the world positive and ever-evolving – also from a mental health perspective, engaging with others is so important."
Angelo Seminara, Angelo Seminara Salon "I think there is the possibility that [the metaverse] could really devalue the industry because we are not giving importance to people’s skills. Imagine creating a sculpture that you’ve seen for years or a painting or something. Maybe you have to provide a photograph, and the photograph goes into a computer, and the computer goes into a robot, and the robot is going to start doing the sculpture or the painting for you. It’s possible to replicate, but we wouldn't be able to have a robot creating something like Leonardo da Vinci or like a physical thing. For me, the value of what we do is, again, the human impact and the feeling, and that is a feeling that can never be translated into a robot.
"As far as hairdressing is concerned, I believe that the impact that we’re going to have on the metaverse is definitely not going to replace our skills. Our skills are something that you do by hand, but you cannot do that in a digital space. In terms of education, sales, contribution, expansion and sharing knowledge, I think it’s going to be pretty insane and pretty amazing. I really believe in the future of digital art and digital connection, but I'm also really attached to the reality which is an object that is in front of me in 3D, rather than something that is just on a flat screen in a 2-dimension. I also love to feel stuff, to smell stuff, and I don't know if, in the future, people will start to lose the senses. For me, we have five senses, and this is part of a human being, and if you take the senses away, especially the touch, the smell and the taste, I will not support that."
Errol Douglas, Errol Douglas London "At Errol Douglas London we’ve had the smart mirror installed which has become a very interactive tool with client/guests as it’s got a 3-D element to it which I think is great. This is the way forward for the younger generation. They obviously want to try and buy something different or be in a position to create their own image which is even more exciting. This would definitely fly with our technical clients/guests.
"I can’t see the value but I do think it will open the industry up more from a point of view of understanding and exploration. It’s definitely a good consultation tool, especially if you have people who can’t get to the salon. This is such a positive thing and I think it could be even more interactive with clients. We are the professionals we can set the programs. This is no way a negative thing this is definitely the future, Technology in hair colour it’s always relevant, very difficult to invent a new haircut but we its our job to keep our customers/guests informed."
