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carol quash
Digital marketer and beauty enthusiast Jamila Bannister has focused her business on beauty branding for many years.
“My professional life has always been based around PR and communications,” Bannister told Business Day.
“PR has a lot to do with image, and communication has a lot to do with image – what you say and how you present yourself – and that naturally led me into the world of make-up artistry. ”
But when she was diagnosed with inflammatory breast cancer in May 2023, experiencing first-hand the emotional journey of dealing with hair loss, her business focus shifted in a different direction.
“Last year, I shared my story with Newsday and the response was overwhelming. I want to use this attention as a platform to support and empower other women facing similar challenges. It occurred to me that maybe we could make a change.”
On March 8, International Women's Day, Bannister hosted the pre-launch of The Beautiful Market, an e-commerce store dedicated to women who have experienced hair loss. The release will take place on March 25th.
“With our carefully selected selection of wigs, toppers, extensions and beauty products, we offer our customers not only solutions, but also dignity and confidence.”
What sets The Beautiful Market apart from other hair retailers is her deep understanding of the emotional toll of hair loss and her commitment to helping other women get through that difficult time. she said.
“Unlike traditional hair retailers, we speak directly to the needs of women on this journey, offering empathy, support and quality products designed to meet their unique needs.
“Hair loss can be emotional. Some women have alopecia, or have fatty liver disease, which causes their hair to thin, break, or fall out, or some women have alopecia and don't even know why.
“You've probably heard similar stories: 'I saw some hair on my pillow. I just felt a cold on my head. I combed my hair like this to hide the spots. It's hard to have to deal with that. ”
After receiving her diagnosis, Bannister said she began mentally preparing for hair loss after undergoing chemotherapy, but seeing her hair literally pop off her head like a hat was another story. It is said that
“The hair cap is still at home. I shaved off the rest and then started wearing a big bouffant wig named Stella. She was amazing and a star.”
She said it was never so obvious that she was dealing with so much beneath the surface whenever she was wearing Stella.
“Underneath the wig, in my head, there were some people who had no idea that there was a war going on and what it really meant to me. I explained that it's like a helmet that you wear when you go and it's a way to protect yourself. It allows me to assimilate into the environment and be normal, because I… I wasn't ready to tell my story yet…and I wanted other women to do the same.”
She recalled the day she was walking down Frederick Street in Port of Spain and noticed a van slowing down as it passed her.
“Then all of a sudden I was walking down Queen Street and the same van pulled up and the female driver said, 'I've been watching you all the way down Frederick Street. I saw your hair. I love it. Where did you get it?'
“After all, I was promoting my store even before the incident happened.”
Before her diagnosis, she had invested in some wigs for resale.
“I ordered a package and found out the diagnosis by the next week. I knew I would lose my hair if I had to undergo chemotherapy, so I put aside the wig I had ordered to sell. I put it down and ordered one for myself.”
In early February, Bannister decided it was time to get back to work and applied for a marketing position at a US company that sells wigs for women with hair loss issues.
“When I started making wigs, it was my own thing, so I used my experience to write an entire marketing campaign for the company. I said it was one of those things, but I still couldn't get the job.
“As I sat there disappointed, I said, 'Wait a minute. You have hair, you do marketing, you love beauty. That plan was never for them. , it was for you.”
She took that plan, removed the company's name, inserted her own, tailored it to the TT market, and had a complete implementation plan within two weeks.
“I have a framework that I’ve been building for the last two years for a beauty brand, but I never brought it out because I wasn’t sure it would work… I have millions of dollars in my Google Drive. I always say I’m in…I have all the ideas and all the tools.
“I pulled out my framework, dusted it off, and used it to execute my plan. Within two weeks, I ordered new inventory, got a website and email address, and started reaching out to the media. I organized business registration and bank accounts.
“I rewrote the campaign to include everything I wanted to achieve. I set KPIs (key performance indicators) about what I wanted to achieve and how I wanted to represent this brand. I reached out to the models. I took a project and designed a production. I asked people to share their stories about hair loss and really drew on their own experiences.”
Bannister said she never really thought long and hard about what hair removal or wearing a wig meant to her, but it stripped her of all her experiences.
“I had never organized my thoughts about wearing wigs. I delved so deeply into the field that I was able to write ads and social media posts directly based on my experience.”
She recalled going to hospitals, restaurants and other places and people complimenting her wig. That's why her rewritten campaign, “Embrace Your Now,'' is simply about encouraging women suffering from hair loss to accept it as a part of life and try to make the most of it. was. that.
“We have full wigs, toppers to improve thinning hair on the top of the head, clippings to add volume, and ponytails for extensions. These wigs are available in man-made and synthetic wigs.”
“Wear your wig and have fun. Wear your cutouts and have fun. You have so much life to live, and some hair loss shouldn't stop you from doing what you want to do.”
“The store will also have some beauty products, and we plan to eventually grow beyond that.”
Beautiful Market is strictly e-commerce, as Bannister believes this is the quickest way to launch and is cost-effective.
“And there's another side to this business, and that's the affiliate partner side…Most people who experience hair loss have some kind of medical condition that may affect their ability to work, or You might not.'' In my experience, it is.
“The Affiliate Partner Program was designed to help you grow your store and give back to people. So when people sign up as a partner, you get 5% of every sale you refer, plus Other incentives may also be available depending on the number of people who do so.”
Bannister says your partner doesn't necessarily have to be someone who has hair loss issues.
“Anyone who believes in the brand and what it stands for can become an affiliate partner. Wearing a wig involves judgment, without knowing what's going on underneath the wig, extensions, or cutouts. .
“However, women who suffer from hair loss should also be given the opportunity to be beautiful. I just want women living with hair loss to be included in the beauty conversation.”
