21st March 2025
I love this phrase – Capture the Zeitgeist – I hear it and read it regularly, it’s a ‘trendy’ phrase; but what does it actually mean?
The origins of the word Zeitgeist are German, Zeit “time, age, epoch” + Geist “spirit, mind, intellect” and the phrase Capture the Zeitgeist suggests that the moment in time, or something that has occurred in that moment has been taken on board and actioned.
Hairdressers and barbers across the UK demonstrated this last week when they converged outside The Houses of Parliament protesting about unfair VAT and two tier tax systems. More than 500 stylists and salon owners, literally created a moment, and from it they have generated a movement that is growing day by day, the Zeitgeist was well and truly captured.
The phrase can also be associated with specific moments in the day to day world of haircare, as it can in all walks of life. At this moment in time, scalp active products are having a renaissance, and whether this is simply because marketing teams in product companies have decided it’s time to promote scalp actives, or whether it is because we are seeing a shift toward more healthy products to enhance the experience when looking after hair and scalp at home, it doesn’t really matter. What matters is the fact that something is happening that is being embraced by consumers. Beauty editors of magazines and online articles are all espousing the benefits of a healthy scalp and how it is fundamental in the support of healthy hair.
These moments that Capture the Zeitgeist happen frequently, especially in the world of fashion and consumerism, new ideas, and new products come along and suddenly they are having a moment that people feel the need to buy into. That’s why it’s important to keep an eye on what’s going on so that your business can be part of that specific trend.
Some of the trends come and go, but there are others that became mainstay, an every day part of life. One classic example of this that I have recently stumbled across is the ubiquitous candle and diffuser market. These products have become a staple part of every day life for most people, every house has a diffuser or a candle somewhere! Last week I had the pleasure of meeting up with the team at Neal and Wolf, a salon product company that has a wide range of care, style and finish products, a colour range and …… a home range that features the signature Elysian fragrance of the brand.
Of course lots of products companies create candles as gifts with purchases, which always go down well with clients. However, having a range of home ‘care’ products that also includes hand wash, and hand & body lotion is a stroke of genius, that Zeitgeist moment has been captured. When clients comment on the fragrance of the products used on their hair whilst in the salon, the opportunity of incremental sales from these care products is 99% done!
There are lots of companies that keep their finger on the pulse and Capture the Zeitgeist, be it a fleeting trend or something that has become mainstay, and salons should do exactly the same.
Brands to check out that have, or have recently launched scalp products:
As always, no money has been exchanged for this recommendations, they are simply products that I believe have a value to salons. And, if you would like to chat about brands that might suit your salons specific needs, I am here for you.
#SalonPro #ProForPro #CaptureTheZeitgeist
