Black Barbershops and Salons Are a Marketing Opportunity Hiding in Plain Sight

New 'Black Paper' outlines the power and value of the African American consumer

Wil Power Integrated Marketing launched insight into Black barbershop and salon opportunities. WPIM

When he owned a salon and was a stylist in the early and mid-’90s, Wil Shelton, founder of Wil Power Integrated Marketing (WPIM), noticed that there was some fertile brand ground to cultivate. The epiphany came from seeing all manner of product discovery around entertainment and that he was inadvertently helping companies—especially record labels and studios—promote their wares.

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@zanger Doug Zanger is a senior editor, agencies at Adweek, focusing on creativity and agencies.