// The Hairforce in The Financial Times – The Rise of the “Do It For Me” Economy

The Hairforce – Lice Assassins were recently featured in a front page article in the Financial Times highlighting the fact that a growing number of people just don’t have the time to deal with family issues like removing head lice from their child’s head. Not only do we save the family valuable time and energy we save you money – unlike the ineffective products which you are paying for time and time again, we are highly effective, guaranteeing to shut the infestation down 100%.

Excerpt from the article:

“Lice Assassins” visiting middle-class homes to hoover nits from childrens’ hair are just one of a wave of services being offered to the cash-rich and time-poor in Britain’s fast growing “do it for me” economy.

Outsourcing life’s less palatable jobs and buying in outside help with child-rearing is rising in popularity in the UK, while the gig economy provides a stream of freelance workers willing to cater for dinner parties, build flat-pack furniture, or teach a child to ride a bike.

The level of specialism is impressive. Consultants can be hired to help parents choose a nursery, advise on potty training or lay fake grass in the gardens of those too busy to mow the lawn.

It comes against a backdrop of steadily growing participation by mothers and lone parents in the workforce, and also forms part of a global trend for consumption of time-saving services.

According to consultants McKinsey, online platforms selling labour and expertise directly to customers will add $2.7tn to the global economy by 2025.

The “do it for me” trend is also helping Britain’s high streets. The number of shops providing outsourced services has risen 22 per cent since 2010, according to the Local Data Company – more than four times the overall rate of growth.

One British entrant is London-based Hairforce Lice Assassins, whose staff will vacuum lice out of a child’s hair, before dehydrating the eggs that remain and combing them out. The service costs £150 for a full extermination.

Founder Dee Wright says that, while her company runs some nit-removal lounges, her “assassins” mostly visit homes and schools. “Families need more support today because mor women work,” She says. “If you can’t be there to help your children with something, then you have to pay for it.”

Written by Naomi Rovnick for FT Weekend

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