ETTENIO’S ANTOINETTE DAVIS’ CHOP

What is the best way to truly understand your clients? To live through their experience. Antoinette Davis, founder and CEO of Ettenio hair and body products, did just that recently when she did the big chop.

WHAT IS the best way to truly understand your clients? To live through their experience. Antoinette Davis, founder and CEO of Ettenio hair and body products, did just that recently when she did the big chop.

Davis had her hair processed when she was just 10 years old. For over 30 years, she wore her hair like that, and the thought of going ‘natural’ never occurred to her until she conceptualised her children’s haircare line a few months ago. Seeing how excited both parents and children were at the results, was enough to make her think of how she would feel if her hair was natural.

TRANSITION

She did a minitransition so that when she did the big chop, she would have something to work with. During this time, she found herself having to get creative with her styles, many of which did not go very well.

“I tried braiding, hoping it would give me a long protective style, but after five days in, the first time I tried it and two on the second attempt, I decided I just couldn’t manage the tension on my scalp. For me to be taking ibuprofen so that I could sleep after braiding or corn-rowing my hair was just too much pain in the name of beauty. I tried a wig for five minutes, but the heat was inexplicable and unbearable!” Davis told Flair.

But what made the transition period better for Davis was her line of products. Following the instructions she usually gives her clients, her Clean Start Shampoo, Cocolicious Deep Conditioner, Twenty Four 7 Leave-in Treatment, Wheat Germ and Honey Shampoo, Moisture