By Jessica Hehir-Smith via SWNS
A hair replacement company has gone viral on social media for life-changing transformation videos showing the emotional reactions of their hundreds of customers.
Robert Wood, a hairstylist and the creative director at Novo Cabelo from Durham, England, started the company to break down the stigmas around men and women wearing hair replacement systems.
Robert, 40, felt that the cosmetics industry lacked education surrounding hair replacement systems and decided to found Novo Cabelo.
Novo Cabelo – meaning "new hair" in Portuguese – was founded in 2019 by Rob and his friend and international award-winning barber Sam Wall.
In 2021, Rob began sharing his work on the social media platforms YouTube, Instagram and TikTok to show how important having hair is to a person suffering from hair loss.
Novo Cabelo's transformations have now received millions of views across the platforms.
The footage features four of Rob’s clients who took part in his blind reaction series, meaning they did not see themselves until their hair was fully fitted and styled.
Forty-six-year-old Jo has female pattern baldness and enlisted Rob’s help after deciding she was sick of wearing wigs and not feeling feminine.
Jason, 28, from Stotfold, Bedfordshire, said: “The experience was truly a journey of nerves and excitement.
“I’ve had my hair system for four months now and my confidence is through the roof.
“Honestly, it’s been a dream!”
Mats, a 28-year-old from Amersfoort, Netherlands, visited Rob in northeast England to have a hair system transformation in order to feel more confident in his hair.
He said: “ Rob made me feel so relaxed and that there was nothing to worry about.
"During the whole procedure, he kept talking to me to make everything pleasant.
"When I eventually saw the result I was amazed - I look like a totally different person.
"Rob changed my life for which I will be forever grateful."
Twenty-eight-year-old Ashley traveled from his home in Bristol to have a blind "makeover" after he became tired of feeling self-conscious about his hair.
He said: “I'm so pleased with my new system - I love it!
"I honestly can't thank Rob enough.
"It makes me teary watching the video!
"I've been non-stop selfie-taking ever since."
Filmed at Hidden Heights Studio in Gateshead, England, the videos tell the clients' experience with hair loss, show how Rob preps the heads and fits the hair, and end with their reaction to their new look.
He said: “The videos give people the human connection.
“I just love how my followers support the people in the video - I have a real community of good people.
The online experience has well exceeded Rob’s expectations: his combined following of over 90,000 users has grown the business incredibly.
Novo Cabelo-trained hairstylists now exist in towns up across the country, including Pontypool, Norwich and Tipton, West Midlands.
He said: “Social media has enabled me to train other salons to do it for their clients.
“Positive comments and likes breed confidence in the next person who is thinking about having it done.
“To people with hair loss I want to say, I’ve got you covered!
“To others, I hope you felt connected to the people in the video.
“I hope these videos make you feel warm and fuzzy!"
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