Innovation Strategies || What's the big idea?

Innovation - what's it all about and what does it have to do with our industry?

Simi Belo, founder and director of Imiis Limited, and the creator of the award-winning NewHair™, shares her views on the latest buzzword.

In today's competitive commercial world, innovation is vital to the growth and prosperity of any industry. It is no coincidence that the industries that invest in innovation (for instance fast-moving-consumer-goods, entertainment) are also today's most successful industries. By continuously creating, developing and introducing new, more efficient and cost-effective ways of doing things, as well as new and improved products and services that satisfy the changing needs of increasingly enlightened and demanding consumers, these industries are extremely profitable and enjoy the rewards of their investment.

So where does the Afro hair and beauty market fit into all of this? I asked this question in 2003 when I was considering a new business venture that would entrench me in the sector. I was already running a small and successful consultancy specialising in technology PR, called Guru PR, but was thinking of setting up a new company Imiis Limited (www.imiis.com), to bring to market my many ideas for new products and services. One such idea, which I called NewHair™, was a new type of hair solution designed specifically with Black women in mind. It was a product I had personally been yearning for for many years and was eager to bring to market.

As a consumer of the Afro hair and beauty industry for nearly thirty years, I had first-hand experience of the industry's ability - or lack thereof - to address the needs of its consumers. I had rarely been impressed with the industry and associated it with appalling and attitudinal service, avoidable disasters and expensive but useless products, instead of impressive new techniques, improved products, customer satisfaction, and value-for-money. My research with other consumers confirmed that I was not alone in my experiences or opinion.

The high street shops and salons catering to the Afro hair and beauty market were battling a fierce price war - this was apparent to everyone. I was concerned because I knew that slashing prices to increase sales could encourage decline.

Quality, service and value would be downgraded, investment in those areas would cease, and the decline would continue unabated. But again, as a consumer myself, I knew that the demand for hair and beauty products and services created specifically for the Afro market was growing all the time. My analysis of market data and information confirmed this; on average Black women spent four times more on hair and beauty care than their Caucasian counterparts.

I concluded that the industry had enormous potential, but apart from a handful of pioneering, high-flying individuals, and the famous cash boosts from a couple of predatory big mainstream brands, it was suffering from decline, low standards, and enjoyed limited prosperity.

Never one to miss an opportunity, I was attracted by the enormous potential of the industry. As a consumer myself, I already knew that there would be great demand for my revolutionary NewHair™ (www.newhairwigs.net) concept because, unlike existing products, it would truly combine realism with glamour, and convenience with choice. NewHair™ works like a full wig with a small 'U'-shaped gap at the hairline at the front, through which the wearer brings through a tiny bit of her own hair, parts it, and brushes it over the wig hair. The authentic parting allows her to show off her own scalp and roots, making it look like all the hair is growing out of her head.

My unfailing belief that other consumers needed, and had been looking for a solution like NewHair™ for many years, and my determination to break new ground and do things differently, including raising the benchmark for the industry, saw me through all the trials and tribulations of setting up and running a new business and launching a brand new product. Refining the design, applying for intellectual property rights and having many prototypes made and tested was very stressful and costly, but I was, and still am, on a mission.

Everything about NewHair™ exudes quality and it has already won many awards. It may cost three times as much as traditional wigs, but all our customers tell us that our products and service are fantastic value-for-money: they are ecstatic that someone is finally giving them what they want and need. When we launched fifteen months ago, I was quietly advised by key industry players that our prices were too high for the market and that we would not last six months. But we are still here, the business is going from strength to strength, and our sales continue to increase as the awareness increases.

I have had the pleasure of working with other companies that have-for many years--also been innovating and satisfying customer needs and demands profitably. AfroCare Ltd (www.AfroCare.com), for instance, were among the first to recognise that shopping for hair care products can be a time-consuming chore for many consumers, so they have been offering the ease and convenience of online shopping for Afro hair and beauty products for a number of years. An exhaustive selection of products can be bought effortlessly from their online store, and then delivered the next business day. AfroCare dedicate a great deal of time and resources to increasing the already-extensive selection of Afro hair and beauty products they offer; to continually improving the functionality of their website; and to enhancing their delivery service. It is their innovative approach that continues to attract and retain their huge database of customers, whilst other shops are struggling to stay open.

Regrettably, I have found that innovation-focused companies like AfroCare are still the exception rather than the rule in the Afro hair and beauty industry. I am still amazed at the number of shops and salons that are not on email, and expect to do all their business in person or on the phone! Many do not even have websites, even though the majority of their customers rely on the net for information on where to buy what!

It appears that too many of the small businesses in the Afro hair and beauty sector shy away from innovation because they assume that the time, financial, human resources, etc, involved are beyond them. And many others allow the 'science' of the legal profession and the inherent fear of piracy to prevent them from developing any of their individual and creative ideas into new products and services. Whilst I appreciate that not everyone is prepared (nor in a position) to sink all their money, efforts and energy into something new, as I have, it is frustrating to watch creativity staying at the grass roots level: in the salons. I know that there is enough talent in the industry to improve the standards and correct the decline, but I do not see how this will happen if innovation and new technology are not embraced first.

I believe that the Salon Strategies Business Edge initiative will tackle this. Funded by the London Innovation Jumpstart programme, Business Edge provides the training and support, resources and technology needed to remove the perceived and real barriers to innovation and progress. I sincerely hope that the struggling or 'just-managing' Afro hair and beauty salons and shops out there want real growth and prosperity enough to take advantage of this fantastic initiative.