Why is Lubbock The Second Most Beauty Obsessed City in the Nation

Now here's one that will make you go HMMMMMM. This, from INSTYLE.COM and the folks from FourSquare, the TEN most beauty obsessed cities in the United States. From an incredibly large database of 15 million users, and over 300,000 check ins, the number one most obsessed with beauty is Fresno, California. Fresno, with 5 beauty schools as well as multiple beauty suppliers comes in on top. Here's where it gets weird for me, Lubbock, Texas comes in at number 2 ahead of New York City, Las Vegas, and even San Francisco. This is where we need some help. What is it about Lubbock, Texas that would make it the NUMBER 2 most beauty obsessed city in the Nation?
Here is the list of cities as ranked by FourSquare. Most notably known for its street fights, dust storms, and being in the rear view mirror, now the Hub city is known for its beauty obsession?
1. Fresno, CA
2. Lubbock, TX
3. Tulsa, OK
4. Champaign, IL
5. Las Vegas, NV
6. Atlantic City, NJ
7. San Francisco, CA
8. New York, NY
9. Houston, TX
10. Pensacola, FL