Brits more loyal to their hairdresser than their partners

New research by insurance provider Direct Line for Business reveals Brits’ loyalty to their hairdressers, with 53% always visiting the same hairdresser or barber, and a further 15%  only ‘betraying’ their regular hairdresser if forced to. Older Brits are more likely to be faithful to their hairdresser, as 57% of over 55s visit the same hairdresser, compared with 46% of 18 to 34 year olds. The most loyal region is the North East, where nearly two thirds (63%) say they always go to the same hair professional. At the other end of the spectrum, people in the South West are most likely to shop around with 47% committed to one hairdresser. When compared to other significant commitments, our reluctance to entrust our hair to someone new is equally clear as more Brits are ‘in a relationship’ with a salon (74%) than with another person (69%), with loyal consumers spending more than eight years going to the same hairdresser or barber. Loyalty is evident in the duration of these relationships as well, as the average loyal consumer visits their hairdresser for eight years. 15% have been with the same hairdresser for 11 to 20 years, and 8% have stayed loyal for 21 to 40 years. The latter figure rises to 12%  among the over 55s. Glaswegians have the longest relationships with their hair stylists (12 years) and 14% of residents of the Scottish city claim to have been seeing the same one for 21-30 years. The popularity of American-style blow dry bars is also reflected in the findings, as 10% of Londoners have a blow dry every week (compared with 3% of all Brits), with an average of nine blow dries per year. Nearly a third of Brits (30%) have full-head colour, and a quarter (25 per cent) have half-head colour regularly. More than one in ten (11%) Londoners claim to get a half-head colour every week. Jane Guaschi, business manager at Direct Line for Business, continued: “Even if you have a loyal customer base and often perform treatments you’re familiar with, it’s important to be covered in case anything goes wrong. Aside from the reputational cost associated with disappointing a customer, you could end up paying a hefty sum for an accident if you don’t have adequate insurance cover.”