Sunday, 22 August 2010

Sales of hairspray sore thanks to Cheryl Cole as women try to emulate her backcombed style

By Sophie Borland

Since Cheryl Cole first appeared on X Factor sporting big, curly waves, sales of hairspray have rocketed

It was a 1980s must-have – the essential ingredient for every perm, quiff or backcomb.

But two decades later, hairspray is enjoying a dramatic comeback – and it’s all apparently down to Cheryl Cole.

Since she first appeared on X Factor sporting those big, curly waves, sales of the product have rocketed.

Thousands of women up and down the country are trying emulate her backcombed style which requires vast quantities of hairspray just to keep it in place.

Sales in some stores have gone up by a fifth in the past year alone and overall demand has risen for the first time in a decade.

Some brands are even capitalising on the ‘Cheryl’ effect by launching special ranges with the 27-year-old’s picture on the front.

Superdrug reported that demand had gone up by 20 per cent in the past year while Britain’s best-selling brand Elnett reported a sales rise of 14 per cent.

The manufacturer, which is owned by French firm L’Oreal, even launched a limited edition “Chel-nett” version, with the singer’s picture on the front.

Almost £100million-worth of hairspray was sold in Britain in the past 12 months and overall demand rose by 10 per cent.

Although hugely popular in the 1980s, hairspray soon fell out of fashion in the 1990s as smoother, more natural styles became popular.

The product also tended to weigh hair down making it feel sticky to touch and it was tricky to wash out.

Elnett launched a limited edition 'Chel-nett', with the singer's picture on the front

At the same time people were being made increasingly aware of the potential harm that hairspray and other aerosols were causing to the ozone layer.

There were also health fears concerning some of the chemicals within the spray which were linked to birth defects in pregnant women who used it.

But thanks to a new trend for big, bouncy curls, hairspray is fast becoming an essential addition to the bathroom cabinet.

Mark Hill, the celebrity hairdresser whose clients include model Agyness Deyn and actress Mischa Barton, said: 'Hairspray is now much better to use. It gives great hold and can be easily brushed out. It can also be used for a variety of styles.

'In the late 1990s and early 2000s, there was a return to more natural products, and people tried to use less hairspray as they thought of the ozone layer.

'However, in recent years, there has been a complete return to glamour, and the trend for big, bouncy hair has meant that hairspray is now an essential again.'

Almost every major hairspray brand has seen a year-on-year sales increase including Tresemmé, which was up 11 per cent, and Silvikrin, which rose by 7.1 per cent.
By far the most popular brand of the 1980s was Aquanet hairspray.

Users would often use half a can for one style but they had to shampoo their hair at least twice before the product came out .

Often they were still left with a white, sticky substance but many people saw this as an advantage as the hair was more inclined to stay in place the next time they tried to style it.

source: dailymail

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