Lucy Kellaway’s dictionary of business jargon and corporate nonsense
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Hair-involved consumer

Translation into plain English Narcissist

Perpetrator Kao

Usage example “Kao identifies its core market as the 'hair-involved consumer' ... these people are prepared to pay more for haircare products because the condition and styling of their hair drives both their outlook and emotions.” (From Marketing Magazine, spotted by Jon Perry)

Lucy’s commentary The hair-involved consumer sets an unfortunate linguistic precedent. It can only be a matter of time before the person who likes to buy expensive food is the the stomach-involved consumer, and the one who likes good shoes is the foot-involved consumer. In any case, there already exists a good term for the hair-involved consumer - the hair-brained consumer.

Related: Hair management systemDiverse hairdos

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