Let’s change the way we talk about hair

Much of the language we use in this industry is so long-established and commonplace, it’s become almost devoid of meaning. ‘Mousy’ and ‘wiry’ are just labels, and ‘lifeless’ and ‘flat’ are simply descriptors, but how do they actually make our clients feel? Let's take a look at the real impacts of negative hair language on self-esteem... OGX Haircare is setting out to change the way we talk about hair. Their #LifeAffirmingHair campaign aims to abolish the use of negative hair language we commonly use. In fact, the UK’s five leading hair care brands use words that half of UK women find offensive. It comes after new research found almost 2 in 3 (65%) UK women have had others make undesirable comments about their hair, leaving them feeling self-conscious and offended. Culpable terms include ‘lifeless’ (20%), ‘mousy’ (16%), and ‘wiry’ (11%). In an effort to help women embrace their hair’s natural state - no matter what their hair type, look or feel, OGX Haircare is calling on the industry to ban the use of such negative hair words. The study of 2,000 British women examined the impact of negative language surrounding hair on self-esteem. The results uncovered that some of the worst word offenders currently prevalent in the haircare industry and common vernacular include “drab” (21%), “dishevelled” (16%) and “limp” (15%) with one in ten women (10%) admitting to finding the terms more offensive or upsetting than common swear words.   To shine a light on the impact these words can have on how women see themselves, OGX has unveiled a series of striking visual manifestations, demonstrating the reality of what it would look like to have “mousy”, “lifeless” and “wiry” hair, modelled by a line-up of women embracing their unique hair types. The imagery has been released to encourage women to banish the use of these words and embrace the traits that make their natural hair so unique. The petition on Change.org calls on the Oxford English Dictionary to help by changing offensive hair definitions and remove derogatory usage examples such as: “He always made her feel so plain, with her mousy brown hair and dull gray eyes, her light skin that was so frail it sunburned in little under ten minutes in the heat”. Other offensive definitions include:

• Mousy: “hair of a dull light brown colour”
• Wiry: ‘‘(of hair, plants, etc.) stiff and strong; like wire’’
• Lifeless: “dull; lacking the qualities that make something or someone interesting and full of life e.g. Her hair was lifeless and uncombed’

Plus, we think 'Cheugy' could be added to that list! Beauty expert and commentator, Ateh Jewel said: “Huge progress has been made in the beauty industry to celebrate diverse skin tones and body shapes, but it’s time to also turn to our attention to replacing negative words with hair affirming ones. Growing up I was told my hair was wild, bush, nappy and unkempt so I know the sting and negative effect it can have on your confidence and self-esteem. We need to create more hair inclusivity by empowering people to embrace and celebrate their hair. “ The study also reinforces the link between self-esteem, the media and language. A third of women (36%) want a more positive relationship with their hair but are impacted by media and brands using negative words. In fact, 17% admit to changing their hair after being made to feel bad about themselves by the language used by the hair care industry. OGX hairstylist, Michael Douglas added: “Every hair type is beautiful and we should be encouraging women to embrace their hair’s natural state and make the most of it, rather than trying to overhaul their look due to negative hair words. Hair isn’t wiry, it’s electrifying; it’s not lifeless, it’s smooth and it’s certainly not mousy - it’s mighty.’’ Women are being called on to challenge the use of these negative hair words by signing the petition at Change.org and sharing hair positive images on social media using #LifeAffirmingHair. Let's take this moment to reflect on the way we describe our client's hair. Are you using uplifting language even prior to treatments and styling, or has this negative hair language crept into your salon discourse?