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Home :: 10 Years of Hothair

10 Years of Hothair


NEWS RELEASE

October 08,  Download Press Release   

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10 years of hothair!


Whilst it is Halloween that is more widely celebrated on the 31st October, this year the date represents a significant milestone for HotHair as it marks the 10th anniversary of their first store opening. As the UK's leading hair fashion brand it may be a little scary that time has passed so quickly but HotHair takes pride in being the saviour of many hair horror stories!


HotHair first appeared in Selfridges Oxford Street, at a time when wigs and hair-pieces were worn mainly by necessity wearers. Because many of the techniques and materials used in wig-making were producing unrealistic, unconvincing results, most people would not consider wearing a wig as a fashion accessory, they looked obvious and unflattering. However, as the quality of artificial hair and the industry's ability to create an ever-growing range of realistic styles began to improve dramatically, innovators like HotHair spearheaded a fashion and lifestyle revolution that gained unprecedented momentum and continues to thrive unabated.


Indeed, from Red Carpet movie premieres and award ceremonies to popular reality TV shows like Strictly Come Dancing and Dancing on Ice, hairpieces and clip in extensions have been embraced and popularised on a global scale by celebrities; the success of hothair's Jessica Simpson and Raquel Welch ranges serve as testimony to this. More than that, the relative ease and inexpensive cost of clip in hair and wigs compared to regular salon visits, and their ability to transform the image of wearers in an instant means hairpieces are not a preserve of the rich and famous, but everyday wear for women in the office, on nights out and for special occasions.


The brainchild of Managing Director Richard Lipton, HotHair has successfully brought wigs, hair-pieces and clip-in extensions into the mainstream and firmly positioned them as a fashion accessory that can be changed as often and easily as your shoes! Richard reflects; "My background was in fashion having worked with a number of brands including Racing Green. When I joined this company 11 years ago I saw an incredible gap in the market and was keen to get a range of products in stores."


With the inertia to wigs and the taboo that surrounded them, HotHair rose to the challenge of changing attitudes and repositioning wigs and hairpieces as must-have fashion items from the 'will-never-have products they once were. This quest to establish a new credibility also extended to changing the media's opinion, as well as consumers. "A stubborn resistance existed in the media to accept wigs and hairpieces as a credible fashion product and this was justified based on the history and past quality of the products," adds Richard. "In fact celebrities wearing wigs were more a source of amusement and ridicule rather than a positive fashion statement. But as journalists saw the emerging products looked real, felt real and replicated the natural tonal variations of real hair we began to turn this around.


"The rapid expansion of celebrity wearers accelerated this process and all of a sudden the media were calling products in and trying to find out what so-and-so was wearing and how they could tell their readers to achieve their look."


Today, through dogged determination and opinion forming PR and marketing campaigns, Richard and his growing team have transformed the image of millions of consumers and celebrities and HotHair, has become the UK's leading source of fashion wigs, hairpieces and clip-in extensions. Now a multi-million pound business, HotHair has a network of own boutiques, department store concessions, a thriving online business and highly successful weekly slots on TV shopping channels. HotHair is available in Selfridges, Top Shop, Debenhams, House of Fraser and in regional department stores throughout the country.


As an established, credible and reputable brand in the professional hairdressing industry, in high street retail and online, the demand for hothair continues among hairdressers, consumers and celebrities as they take to the red carpet or create characters on screen. What has changed is people are asking how they achieve the amazing styles they do and change their look in an instant, many do not even realise they are wearing wigs or clip ins! It's no surprise to the media and consumers now that the answer lies in HotHair, which is the first port of call for the media as they look to offer their readers the secret to recreating the latest celebrity styles.


As Richard concludes, "The hothair brand has gone from strength-to-strength and now has well over 100 styles in the range with between 12 and 20 colour variations per style. Hair is now an established fashion accessory in a woman's wardrobe, however in the fast and ever changing world of fashion we continue to perfect our products and develop new styles and innovations that will ensure we retain our market-leading position. Indeed, we have a few secrets in store for 2009 but if you don't mind, we'll keep those under our wig for now!"


To mark the 10 Year Anniversary, stores throughout the UK will be celebrating with special anniversary offers, events and celebrations.


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HotHair is available from Selfridges nationwide, Top Shop (Oxford Circus and selected others), The Wig Studio (House of Fraser, Oxford Street) Debenhams, Accessorise and wigs shops and major department stores throughout the country and at hothair and Natural Images stores nationwide. hothair is also available online at www.hothair.co.uk or by mail order on 020 7403 4422


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