The recession wasn’t officially declared until Monday, Dec. 1 (tell us something we don’t know, fellas!), but the city has been gripped by an epidemic of financial anxiety and belt-tightening since at least September. Beyond the ambiguous if constant dread of will-I-lose-my-job-and-my-apartment-and-be-forced-to-eat-baked-beans-out-of-a-can, most New Yorkers have begun to assess what really constitute the essentials: For example, does one really need to dry-clean a shirt after every wear? Is cold cereal a respectable alternative to takeout? Could anyone grab a couch from Design Within Reach?
And where women are concerned, forget the debate about recession hemlines. Finances in our unbrave new world are being reflected in our hair/grooming regime. Judging from the new looks on gals who once wouldn’t have dreamed of leaving the apartment without their hair ruler-straight and gleaming, a new wave (if you will) of loose and more natural-looking hair is becoming the norm, which means that the days of the thrice-a-week professional blowout could be (finally!) drawing to a close. But until that day finally arrives (and we’re guessing sometime around when season three of Gossip Girl premieres next fall), uptown gals have to find less hoity-toity salons to keep up with the straightening Joneses.
Diana Pratasiewicz, the assistant director of product management at Blow, “The New York Blow Dry Bar,” said that she had noticed that more and more women had been drawn to the salon—which has locations both uptown and downtown—for their little-guilt-provoking price of $40 to $60. (At upscale salons, a blowout can run you $85 and up.)
“Our blowouts are still an affordable luxury, and can be really quite transformative,” said Jen Denton, Blow’s co-founder. “People are canceling spa trips or vacation,s but are still willing to take good care of themselves and want to look their best,” she said, adding that a good blowout will tide one over between hair color and cut. Indeed, women who once wouldn’t have blinked at a $300 trim are waiting longer between visits or opting for a lesser-priced stylist in a less-established salon. “It’s like buying the most expensive bottle of wine… It’s no longer the cool thing to do,” said Shaun Cottle, head stylist and co-owner of Seagull Haircutters in the West Village. “Culturally, it’s not cool to pay top price for haircuts right now,” he said.
Mr. Cottle had plenty of ideas for the recession-afflicted women of New
York. First, he said, check out salon Web sites for bargains. “Personally, I rolled back my prices and have introductory offers. I imagine that plenty of other salons will be doing the same,” he said. He suggested getting a haircut that is less structured, perhaps with layers that can easily grow out and be more readily maintained. “Go for something that has more of a 1970s/1990s retro appeal,” he said. “It’s intentionally made to look slightly unkempt, so therefore there’s a lot less styling needed.” If you can no longer afford to shell out for those blowouts, Mr. Cottle suggested washing your hair at night and using hot rollers instead. “They’re great, they’re less expensive than curling irons, and the look right now is a little bit more wavy and loose.”
Harry Josh, stylist and creative consultant for the John Frieda Collection, suggested asking your stylist to teach you how to give yourself a great blowout so salon trips become less necessary. “It isn’t as hard as you think,” he said. Mr. Josh said the key lies with a good blow dryer with professional strength (he named the Solano and Elchim as smart picks) and a big round brush. (Unsurprisingly, he also recommended John Frieda products—John Frieda Luminous Color Glaze and John Frieda Frizz-Ease Serum-Thermal Protection Formula.) “Depending on your hair type, it can last a few days, which is also key because the less you blow it out, the less damaged it becomes, and you don’t have to cut it as often,” Mr. Josh said.
Mr. Cottle observed that throughout history, our country’s finances could be read through the style of women’s hair (sharp bobs in the booming ’80s, hairnets during the Great Depression, long lank locks in the comparatively blissful ’90s). “But,” he also noted, “throughout the course of history, the beauty industry, prostitution, gambling and drinking are the four things that get hit the least during recession.” Really? “Seriously, you can fact-check that.”
svilkomerson@observer.com
Copyright 2008 The New York Observer
