Why Do Women Still Use Relaxers? - A Retailer’s Perspective

We receive very interesting emails here at BHI and while most of them are your standard ‘help me make my hair better’ emails, every now and then we might get something strange enough that its worth sharing.

Below is an email sent to us from a relaxer company who shall remain nameless, take your time to read it, I have time, I’ll wait . . .

Why Do Women Still Use Relaxers?

Relaxers have been around since the early 60’s. With the look of straight hair, relaxers became a way of life for many women of color.  The introduction of relaxer kits, in the late 70’s, made it more convenient, cost-effective and safer for women to straighten their hair at home.  Despite the latest surge of natural hair trends, the true relaxer woman still stands her ground.  Be it her lifestyle, career or sheer vanity, she prefers her hair straight and relaxing her hair is the only solution to safe, lasting-straightness that can endure the office, the gym and downtime.  Relaxers remain the most effective way to achieve maximum permanent straightness while keeping the hair healthy, conditioned and manageable.

Why Do Women Still Relax?

• Natural hair does not work for all women.

There are many women who have tried to go or thought about going natural.  In the end, some women have chosen not to make the transition.  Many reasons exist, for not making the transition, but a common one is that some women simply prefer their hair to be straight.  Are they wrong?  Absolutely not.

Oftentimes, the straightening process has been a part of women’s hair care regimen for many years.  Women, who relax their hair, are accustomed to its silky straight texture, bounce and movement.  They are very comfortable caring for their straight hair and enjoying a lifestyle that straight hair supports.

• Styling versatility.

Not only do women with relaxed hair find it easier to exercise/work out, but they also feel that relaxed hair offers more styling versatility.  From ponytails to bone straight to wrap-and-go, relaxed hair offers the convenience and style some women desire.

• Desire for healthy, strong hair.

Important factors to having healthy, strong hair with relaxers are to:  (1) choose the right product for your hair texture such as regular/super or lye/no-lye (2) follow application instructions (of the relaxer) exactly and (3) properly maintain the hair in between touch ups, such as getting ends trimmed and frequent deep conditioners.

For women who relax their hair, our Products offers the perfect solution!

• the right amount of product, for new growth, at the right price,
• a quality product that is safe to use at home, is gentle on the scalp & hair and provides superior strengthening with maximum conditioning,
• unparalleled conditioning before, during and after the straightening process with its Triple Conditioning System,
• ingredients, such as olive oil*, that also “moisturizes” the hair

Done? My first thought was frankly that is the lamest most desparate attempt at justifying selling a product, I have ever seen. I think what got me going was when I read ‘enjoying a lifestyle that straight hair supports and ‘they also feel that relaxed hair offers more styling versatility’. Really!?? In comparison to what?

But then I read it one more time with less disdain in my mind and I realized albeit a weird way of articulating the benefits of a relaxer, they do make some great points. There are women out there who still choose to relax with great success proving that there can be some aesthetic benefit to relaxing your hair.

However adding any kind of credibility to relaxed hair should not be based on comparing it to natural hair; all that does is egg on an age old debate. Many have tried to put an end to the relaxed vs natural debate with no success, well it couldn’t hurt to try again. Here goes . . .

A relaxer is kind of like a Big Mac or Happy meal at McDonald’s weird I know, but hear me out. McDonald’s has been making burgers for years and they have been at the sharp end of the stick when it comes to obesity and other detrimental health issues due to the lack of nutrients in their food. Check any ‘America is way too Fat‘ documentary and you are bound to see a bright yellow arch with a clown next to it at some point. It is a fact that Big Macs make you fat, they aren’t good for you if they are your primary source of nutrition.

A relaxer like a fast food meal is not considered ‘good’ for your hair because the chemicals in the mixture alters the natural curl pattern of the hair permanently causing it to be straight. If you relax too often, or if you have even one bad relaxer experience you run the risk of causing severe damage to your hair leading to major hair loss much like the last burger that caused a heart attack.

Like McDonald’s with their healthy options menu, relaxer companies have made serious efforts at creating healthier scenarios around the chemical relaxer. For example, providing super, lye, or no lye options, adding protein and oils* to their formula, providing strict instructions on conditioning within the kits or even providing a great conditioner for the hair and constantly improving the product to keep the hair as strong as possible.

With the facts now straight, there are some aesthetic benefits to having a relaxer, some of which our mystery relaxer company has cleverly outlined, worth mentioning.

1. Some women simply prefer straight hair

Instead of adding heat to the hair constantly to create a straight style it might be more practical to permanently straighten the hair using a relaxer. Most women who have made this choice find that their hair is much healthier because they avoid heat and they are able to maintain the style they prefer.

2. Style versatility

Much like natural hair, relaxed hair can provide many options when it comes to styling. It is much easier to do a roller set, rod set or any curly styles and switch back to straight with ease.

3. Relaxed hair can be healthy hair

There are countless examples of women with relaxed hair that have met and exceeded their healthy hair goals. They have learned the tricks of the trade and have used relaxers to their benefit. Healthy relaxed hair regimens, include consistent deep conditioning*, stretching the relaxer, proper sealing techniques , trimming and protective styling

With that said the notion that natural hair is ‘not for everyone’ can be understood on the surface of conversation, however one could argue that what naturally comes from your scalp is for you whether you like it or not. Nature made it that way!

Choosing to relax is a style choice while wearing your hair in its natural state is ultimately who you are in the raw, no alteration, it isn’t a choice a trend or a style. Additionally there are no limitations, on style, lifestyle, career or health if you choose not to relax, black hair is versatile, no questions asked.

Still we must ask ourselves, in a market that seems to be dwindling if you were a relaxer company, how would you market your products effectively without sounding too desperate?

It isn’t easy, but if it were me I would focus my attempts at improving the product, I would continue to provide great instructions on how best to use the product, I would provide all the tools necessary to make the process easier and I would educate stylists and customers on how you could could still achieve healthy hair despite the harshness of the chemical.

Most importantly I would avoid at all costs comparing natural hair to relaxed hair because when you do that the water gets extra muddy, McDonalds never tried to prove that a Big Mac was healthy and they still make millions.

What are your thoughts on the letter?