More than a haircut – Kao study reveals how salon visits benefit individual health
- The survey was conducted among female salon customers aged 18 and over who visited the salon at least once a quarter. As a result, a visit to a hairdresser is not just about looking good, it also serves important social and psychological functions and contributes to people’s inner health.
- A third of UK respondents surveyed say that visiting a hair salon to feel confident is the main reason they get their next new hairstyle, with 70% doing it right after going to the salon. I feel more confident about
- More than half of respondents (52%) say they value the quality of their relationship with their hairdresser, including trust, loyalty and empowerment.
- 57% of those surveyed said they would like to keep the amount of money they spend on beauty salon visits despite the current economic situation.
- The study prompts Kao, the world’s fourth largest salon product diversified manufacturer, to launch a campaign to strengthen the salon industry. The campaign also includes a mini documentary of him produced for Kao by BBC StoryWorks, showcasing how a hairdresser’s craftsmanship creates confidence. For stylists and customers. [1]
London/Darmstadt, December 5, 2022: The salon industry has proven to provide an important service to communities across the country, especially during the pandemic. But the sector, which now accounts for £5.5 billion in annual turnover in the UK and has a strong workforce of 150,000, is struggling with the effects of the pandemic and faces further declines in apprenticeships and challenges to the high street. [2] At the same time, the industry has collectively earned a lot of respect during this crisis. On this basis, Kao, the consumer goods company home to professional hair care brands Goldwell, KMS and Oribe, and his supplier of the world’s fourth largest full range of salon products, to further enhance the salon industry’s reputation. also commissioned a YouGov investigation. A film produced by BBC StoryWorks, it highlights the social and psychological benefits of salon visits and emphasizes the importance of the hairdressing profession.
According to the survey, nearly 70% of people nationwide consider a visit to a beauty salon to be an important opportunity for self-care, and 51% consider their relationship with their hairdresser to be as close as a friend. . Of her respondents, 51% valued their time visiting salons as much as they did pre-pandemic, and 34% rated their services more than they did pre-pandemic. The results provide insight into the overall social relevance of an industry that offers more than simple haircuts.
Maintaining a relationship with a hairdresser is a core factor in how UK consumers choose a salon. About 60% of respondents feel that their hairdresser cares about them as a person and that they accept them for who they are. Over 40% feel they share a bond with their hairdresser that goes beyond providing a service.
“The barber industry deserves more recognition,” says Peter F. Pfister, president of the international trade association Intercoiful Mondial. “One thing is clear: hairdressers are masters of their craft. At the same time, they bring a high level of passion, creativity and empathy to their customers. They are paying for the time they want to spend away from everyday life.
Dominic Pratt, Global President of Kao Salon Division, commented: While the pandemic has severely impacted businesses, it also shows how much people value service and trust with hair salons. This industry has not only economic value, but also social value, and we want to show how fulfilling it is to work in this profession. ”
Kao has also released a mini-documentary produced for Kao by BBC StoryWorks as part of its efforts to improve the salon industry’s reputation. The film features two of her partners in the Kao salon division. We interview the owner for a powerful account of what drives his day, how he perceives his role, and what makes this profession so fulfilling. At the same time, the film reveals how clients perceive a visit to a hair salon as an act of self-care that contributes not only to their outward appearance but also to their inner health.
According to the National Hairdressers Federation (NFBH), there were over 46,000 hair and beauty salons in the UK in 2020, with annual turnover of around £5.5 billion. [3] After the pandemic, the growth rate in the number of barbershops, barbershops and beauty industry slowed compared to the previous year. Only around 6,600 people have started apprenticeships as hairdressers and barbers in the UK in 2020/21, compared to around 7,000 in 2019/20. This is a decrease of 9% year-on-year. Current inflation, especially rising costs of living and energy prices, pose additional economic challenges.
Nevertheless, the survey shows that despite the current economic situation, more than half (57%) say they would like to spend as much money as they used to to go to the hairdresser.
Pratt adds: experience. We see ourselves as partners to our salon clients and the industry as a whole. Our goal is to raise public awareness of this great and important industry. ”
This sentiment was shared by Pfister, who commented: As a company, Kao makes an important contribution by providing top-notch products and services, not only to support salons, but also to attract young talent to the industry. To focus and move the entire industry forward.”
1 NHBF Industry Research and Statistics 2021, https://www.nhbf.co.uk/about-the-nhbf/what-we-
do/industry research/
2 Kline, Salon Hair Care: UK Market Analysis and Opportunity Report – Slide 81
3 NHBF Industry Research and Statistics 2021, https://www.nhbf.co.uk/about-the-nhbf/what-we-
do/industry research/
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