Brow business history and future

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1. Background

This article draws from interviews with 45 pigmentation artists specializing in powder brows, hairstrokes, and similar procedures. Each artist has at least four years of experience in pigmentation, with many boasting over a decade. These interviews are part of research projects from 2020 to 2024, many of which are ongoing. Among these artists, 36 are based in the European Union, 5 in the United Kingdom, and 4 in the United States.

This article aims to delineate the phases of the brow business across different periods. By doing so, we aim to comprehensively understand its evolution and history, enhancing insights into its current state and future developments.

2. Understanding the Past

The evolution of the brow business can be segmented into three distinct phases.

2016-2019: "The Heyday of the Gold Rush,”
2020-2022: "The Pandemic Party,”
2023 Onwards: "AI and Digital Marketing Revolution.”

While retrospectively analyzing these periods might seem more historical than practical, comprehending these phases is essential for making informed decisions about entering the fields of Powder Brows or Microblading in 2023-2025. Understanding the past trends, challenges, and technological advancements in each phase offers valuable insights into the future trajectory and opportunities within the brow business.

3. The Brow Boom

A Modern-Day Gold Rush (2016-2019)

To grasp the progression of the brow business, we focus on 2016 to 2019, the industry's "heyday of the gold rush." During this period, Microblading surged in popularity, and interestingly, this trend also boosted the appeal of powder brows.

With soaring demand, success in the brow business seemed straightforward. Artists offering services often saw a rapid influx of inquiries and bookings. In some cases, newly trained artists had over 50 clients willing to be models for discounted procedures. Financially, many were able to recover their training costs within days.

This boom was also profitable for training academies and trainers, creating a scenario reminiscent of a historical "gold rush.”

The Gold Rush Metaphor: The California Gold Rush

The term "gold rush" is derived from events like the California Gold Rush (1848-1855), during which the discovery of gold attracted about 300,000 people to California. This influx swiftly transformed the region’s economy and demographics.

However, not everyone found the expected wealth. Often, it was those selling supplies that the "s” profited most. Shopkeepers and service providers thrived by catering to the miners' needs, earning irrespective of gold discoveries.

From the California Gold Rush to the Brow Boom

The brow boom parallels the California Gold Rush. Microblading's emergence was like finding gold, drawing beauty professionals into this lucrative niche.

Like the miners, many microblading artists quickly succeeded due to high customer demand. Similarly, the most substantial earnings often came from those providing the tools – the trainers and academics.

This analysis helps understand market trend dynamics and their industry impact. Booms often benefit those who quickly adapt and capitalize on new opportunities, akin to the shopkeepers during the Gold Rush or training academies during the brow boom.

At that time, to succeed, one needed to be a "master" - an artist providing the service and, ideally, mentoring others. The key was having the skillset and the title.

4. The Pandemic Party Era

A Financial Anomaly (2020-2022)

The period between 2020 and 2022, known as the “Pandemic Party,” is a unique chapter in recent history, marked by the COVID-19 pandemic's profound impact. Despite its jovial name, this era was defined by the pandemic's detrimental effects. Yet, it also presented unusual financial dynamics affecting global economies and specific markets, including the beauty and brow industries.

The Era of Unprecedented Money Printing

This time saw an extraordinary monetary expansion globally, with the United States leading in money printing. In 2020, it's estimated that around 20% of all US dollars were created. Similar policies were adopted in other major economies like the European Union, the United Kingdom, and Japan, leading to a worldwide surge in money supply. This increase had significant consequences, notably inflation, which eroded the purchasing power of money and prompted increased spending.

The Rising Tide: Impact on the Brow Business

The term "rising tide lifts all boats" aptly describes this period’s financial climate. The boost in spending power and the urge to spend fueled an artificial boom across various markets, including the beauty industry. For brow services, the pandemic years were unexpectedly growth-oriented. Artists with a strong online presence showcasing attractive work leveraged the heightened demand. The internet became a crucial platform for consumers to discover and choose services, making an artist's digital footprint indispensable.

A Shift in Skillset: From Craftsmanship to Digital Presence

Success now hinged on dual competencies: exceptional brow artistry and effective digital presentation. Artists excelling in creating stunning Powder Brows or microbladed brows and showcasing their work attractively on social media gained prominence. The ability to capture compelling images of their work and handle the resulting online inquiries became as crucial as the craftsmanship itself. From 2020 to 2023, the distinction lay not just in the quality of the work but in how well it was presented online. This era saw a fusion of artistic skill and basic digital marketing acumen, shaping the 'Pandemic Party' landscape in the brow business.

5. AI and Digital Marketing Revolution

The 2023 Turning Point

Echoing Bob Dylan's words, "The times, they are a-changin'," the brow business experienced significant changes in late 2022, becoming more pronounced in 2023. The aftermath of the rampant money printing era became evident, and customers grew more cautious with their spending, no longer swayed by polished social media profiles.

This period marked the decline of certain 'gurus' and 'masters' whose online popularity was largely fabricated through purchased followers, and their student success stories were scarce. With a challenging economic climate, attracting new students and retaining clients became difficult. The once-sufficient skills – creating beautiful Powder Brows or microbladed brows and capturing excellent photos – remained essential but insufficient. Changes to platforms like Instagram and Facebook led to a drastic decrease in organic traffic and engagement, posing new challenges.

The New Skillset: Beyond the Craft

Success in the brow business now requires a wider range of skills: the following.

Organically Growing Social Media Accounts. Knowing how to create engaging content, effectively use hashtags, and interact with your audience for organic social media growth is crucial.
Leveraging AI Tools. AI can streamline routine tasks, analyze data, and provide insights to refine marketing and sales strategies. Tools like chatbots improve customer service, while AI analytics help understand customer behaviors and preferences.
Creating and Optimizing Sales Funnels. A well-crafted sales funnel guides prospects from awareness to purchase. Engaging content for each funnel stage and using analytics for continuous optimization is essential.
Building a Network of Lead Sources. Diversifying lead sources, including SEO, email marketing, influencer marketing, collaborations, etc., is crucial.
Customer Monitoring, Targeting, and Retargeting. Digital marketing systems and retargeting ads are valuable for maintaining engagement with potential and existing customers, increasing their likelihood of choosing your services.

The Evolution of Marketing Post-2023

Post-2023 marketing uses data and technology to understand and connect with customers. The advent of AI and machine learning enables the analysis of vast data sets for actionable insights. Personalization is key, with customers expecting businesses to recognize their needs and provide tailored experiences. This new era demands a blend of artistic skill, digital savvy, and strategic use of technology in the brow business.

6. Looking into the Future// Decreasing Organic Engagement One of the most noticeable trends is the decline in organic engagement on social media platforms. This means that even if an artist creates stunning powder brows or hairstrokes, captures perfect photos, and even enhances them to magazine quality, uploading these images regularly to social media might not yield significant engagement or leads. The algorithms of platforms like Instagram and Facebook have evolved to prioritize paid content over organic, making it harder for content to be seen without investment. Shift in Focus – Generating Inbound Leads Artists in the brow business must now address a critical question: How can they generate inbound leads organically, or at least optimize their cost for organic reach? Success in the current landscape requires skill in creating brows and mastery in maximizing engagement with optimal investment in social media and search engines. Mastering Digital Engagement Strategies This shift means artists need to be savvy in various digital marketing strategies: Content Strategy. Creating content that resonates with the target audience, using relevant hashtags, and understanding the best times to post. Paid Advertising. Knowing how to effectively use paid ads to boost visibility without overspending. SEO (Search Engine Optimization). Ensuring their website and content are optimized for search engines to increase visibility. Analytics. Using tools to analyze the performance of their content and strategies, adjusting based on data-driven insights. Community Engagement. They engage with their audience through giveaways, direct offers, and community posts to build a larger following. Embracing the Transformation This transformation in the brow business is arguably the most significant in the last quarter-century. Artists now must be as adept in digital marketing as they are in their craft. Understanding and adapting to these changes is crucial for sustained success and growth in an increasingly digital-first world. Thus, the landscape has shifted from one where artistic skill alone could drive business growth to one where digital marketing savvy is equally, if not more, important. Artists must now wear two hats: that of a skilled brow artist and a knowledgeable digital marketer.

7. AI Workflow Models

AI Misconceptions and Reality

Many brow artists misunderstand AI as a “one-button solution” offering magical results, as sometimes promised in online courses. This belief leads to unrealistic expectations. In reality, AI is a tool that requires skillful handling. It can assist greatly with tasks like content generation and translation, but its effectiveness hinges on the user's competence and insights.

AI as a Tool, Not a Solution

Relying on AI to generate insights often results in generic, uninspiring content. Artists who have successfully integrated AI into their marketing strategies use it to amplify their capabilities, essentially doing the work of a small team single-handedly. This approach enhances professional content creation but doesn’t replace the creative and strategic input required.

Workflow Models of AI

The key to effectively leveraging AI is not simply using it but developing original, well-tested workflow models that align with the artist's unique needs. This involves understanding how AI can generate professional-quality content efficiently and at scale while minimizing time and energy investment. It's a nuanced process requiring a deep understanding of the technology and the marketing goals.

AI in Marketing: A Skill to Master

Successfully employing AI in marketing is more challenging than it appears. Artists must be adept at their craft and proficient in managing AI tools to enhance their digital presence. As a result, only a smaller percentage of artists might succeed in the future brow business, as this dual skill set of artistic talent and digital acumen becomes essential.

Thus, AI in the brow business is not a magic wand but a powerful tool that, when used correctly, can significantly enhance marketing efforts. The successful artists of the future will be those who can blend their artistic skills with a deep understanding of AI-driven digital marketing strategies.

8. Conclusions

The evolution of the brow business can be divided into three key phases, each characterized by unique challenges and opportunities for brow artists. From 2016-2019, the industry experienced a 'Gold-Rush' period, marked by a surge in microblading and powder brows' popularity. This era allowed artists to rapidly gain clients and recover training costs, resembling a modern-day gold rush in the beauty industry.

The “Pandemic Party” of 2020-2022 brought a different dynamic due to the COVID-19 pandemic's economic impacts. Despite the challenges, this period saw growth in the brow business, driven by a significant increase in online activity and digital marketing. Artists who adeptly showcased their work online thrived, marking a shift from mere craftsmanship to a strong digital presence.

Post-2023, the “AI and Digital Marketing Revolution” era began, changing the game entirely. Algorithm changes waned the previous reliance on organic social media engagement. Artists now face the challenge of generating inbound leads amidst decreasing organic reach. Success requires a blend of artistic skill and digital marketing savvy, emphasizing content strategy, SEO, and community engagement. Mastery in leveraging AI tools for efficient content creation and analysis has become critical.

As a brow artist, you should adapt to these changes by developing well-tested AI workflow models tailored to your unique needs. This involves using AI and understanding how to generate professional content effectively. The future of the brow business will favor those who can blend their artistic skills with an in-depth understanding of AI-driven digital marketing strategies. This shift is the most significant transformation the brow business has seen in the last quarter-century, requiring artists to be skilled practitioners and knowledgeable digital marketers.