The District Chronicles

Issue date: 4/12/09 Section: Cover

Sherrica Steele relaxed in a chair against the windows in Heavenly Salon at 705 Florida Ave. NW, late one Saturday afternoon. Her wet hair was air-drying under the protection of a clear shower cap, as she casually studied the latest issue of Essence magazine. With images of First Lady Michelle Obama's flawless flowing tresses seen almost daily, even in a down economy women like Steele are inspired to step their hair game up.

For now, Steele is determined to fit her hair salon visits into the budget. And she is not alone. Many metro DC women are still flocking to their hairdressers to keep up with routine maintenance.

"The salon is in the top five of my budget," said Steele, an Alexandria, VA resident.  But she admits that if she had a financial short fall, a weekly trip to the hair salon wouldn't be a top priority.

The February issue of Salon Today summarized the results from a survey by Black hair products market leader, Design Essentials, on how the recession is affecting Black women's spending on hair services and products.

Shalonda Armstrong, director of marketing at Design Essentials, said that many Black women are opting to save money by doing their hair at home.

Design Essential's ''Mane Attraction'' survey found that that 36 percent African-American women have reduced visits to the salon, and have admitted going only when they can afford it.

The survey found that the majority of African-American women base their salon and stylist choice on trust, time consumption and cost.

Many women have resorted to going to the salon less or doing their own hair as much as possible to cut back on costs. But even then, they have come to find out that the cost of salon-like products have been steep. "Retail products sold to consumers have shown a significant increase," Armstrong said.

A combination of the stylist, products, professionalism, experience and location are all factors that keeps Steele as one of Heavenly Salon's loyal customers.

But, Howard University student Angi Porter, a regular customer of Salon Revive on 9th St., NW, is feeling the pinch of the economic recession. Though she enjoys the service and convenience of Salon Revive, Porter admits she can't afford to go very often. When she does, she settles for only a $45 wash and set.

"I've been learning to do my own hair," said Porter, who uses a variety of products, including shampoo and deep conditioning. "I have a better appreciation for doing my own hair."

Continued...

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