Analysis of Hairstyling Trends in the Wella Collection: From 2014 to 2018

Abstract

Entering the 21st century, new cultural trends have been formed after changes in social perception and the environment. Social psychologist Erich Seligmann Fromm proposed that ‘the ability to predict the future and express subjects and acts in diverse ideas’ is an attribute that makes humans different from animals. There are very diverse ways and views to predict trends and experts from individual fields can predict trends by studying related laws. These trends can be viewed as a phenomenon that expresses the emotions and personality that exist in people’s consciousness. In modern society, people want to create trendy and unique styles, using diverse elements and design factors by escaping from a conventional concept of beauty. Humans design and develop new tools that are both esthetic and functional through harmony between art and science. In fashion, art and cosmetology, trendy collections are suggested annually by predicting trends in advance. New and diverse trends that differ from past trends are always pursued. With the development of mass media, furthermore, trends have become a large issue around the globe. Hairstyling is closely related to trend so that there should be continued studies on new trends. Therefore, this study investigated hairstyle trends in the Wella Collection from 2014 to 2018. It analyzed these hairstyles by shape, texture and color, and the results are available as basic data for analyzing hair collections. It is hoped that they would be useful in predicting future trends.