The term describes the act of seeking out and purchasing hair care items that are readily available in one’s immediate geographic vicinity, and which are marketed or endorsed by individuals with a significant online following. An example would be a consumer searching online for specific shampoos, conditioners, or styling aids promoted by a beauty influencer and then attempting to locate those products at local retailers.
This activity reflects a convergence of digital marketing trends and consumer behavior. The accessibility of influencer-promoted products allows for immediate gratification and supports local businesses. Historically, consumers relied on traditional advertising or recommendations from professionals; now, digital personalities often hold significant sway over purchasing decisions, creating a direct link between online exposure and local retail opportunities.
