Several friends have asked, “Wayne, I’d like to help you get the word out about illumai. Who makes a good prospect for the illumai system?”

Because illumai re-balances the biome (the living ecosystem of scalp, follicles, hair, glands, peptides, proteins, moisturizing oils and related microbiota ) and solves so many different problems, no one-word answer will suffice.

That said, the illumai purchaser will probably be a woman because women are normally the decision makers about premium hair products. The rest of the family will use what the woman of the house purchases.

The exception is men with scalp issues, full wiry beards or metrosexual/hipster attention to their own hair.  BTW, the “beard” segment benefits from the fact that illumai creates such soft, frizz-free hair.

But, by and large, the decision-maker is a woman, one with enough household income to afford a premium product, and one who has one of the following concerns/motivations:

• she cares about the toxicity of the products she uses; she wants products that outperform but don’t compromise her, her family or the environment.
• she’s aware of youthfulness passing and wants to preserve it — to look and feel her best — without damaging her hair.  She may color her hair (which is a form of damage), but she wants the color to last and the damage to be minimized.
• She has one or more of the following symptoms — which illumai is especially good for:
  • fine hair — the illumai system doesn’t weigh it down and make it flat
  • colored hair — the illumai system CANNOT affect color or other treatments (Brazilians, Keratin treatments)
  • dry, flaky, itchy, irritated scalp, including dandruff — illumai restores the biome and rids most people of these scalp problems
  • oily scalp — ironically, oily scalp is caused by the same thing as dry scalp: a conventional shampoo that removes all the lipids on your head.  How your sebaceous glands respond determines whether you have dry scalp or oily scalp.  The illumai system nurtures the biome, so oils stay in a natural, neutral balance.
  • Frizz — illumai is great for curing frizz
  • Dry, dull hair — illumai nurtures and protects each strand, so each strand is shiny and health
  • Athletes/frequent washers — because illumai is so gentle, you can shower twice a day without damage to the hair
  • Mixed race and African-American hair — the “softening” feature of illumai is well-regarded

Who is illumai NOT for?   The following folks are probably not great prospects:

• Budget shoppers.  If people always go for the lowest priced good and don’t care about quality, they won’t be illumai customers.
• People who are perfectly satisfied with their hair care products and don’t want to try something new and better.   (Before I give out samples, I often ask this question bluntly: “How open are you to trying a new hair cleansing system?”)
• People with very thick, very dense, curly hair —  Some curly haired people really love illumai, but if there’s any pattern to the people who don’t like it, it’s those with very dense, curly hair.  The detangling challenge of dense hair is high, and, unlike fine-hair people who like the “voluminous” hair, those with dense hair want to keep it under control.  They sometimes don’t like the “voluminous” result they get from illumai.