Kao study reveals how salon visits affect personal well-being

Consumer goods company Kao commissioned a YouGov survey and a film produced by BBC StoryWorks to highlight the benefits of salon visits on personal well-being and underline the importance of the hairdressing profession. The salon industry has proven to provide vital services to communities across the country, which was particularly evident during the pandemic. However, the sector which currently accounts for a yearly turnover of £5.5bn in the UK, has suffered from the consequences of the pandemic and is additionally facing a decline in apprenticeships and challenges to the high street. At the same time, the industry has collectively earned a lot of respect during the crisis. The film, “Confidence Through Craftsmanship”, features two Kao partner salons – Jack & the Wolfe in the UK and Id Salon in the US, who interview salon owners who give powerful accounts on what drives them daily, how they perceive their own role, and why the profession is so fulfilling.  The film showcases how the salons and their owners are creating an unrivalled experience for their clients that goes far beyond the haircut, showing how the industry greatly contributes to people’s inner and outer well-being. You can view it here. To support the promotion of the film beyond classic salon and beauty media, Kao has also commissioned a bespoke survey in the UK and German markets with market analysis company YouGov to gather insight regarding public attitudes towards hair salons, using insights to support the messages of the film with data and demonstrate the importance of the salon industry for the inner and outer wellbeing of people. The survey polled female salon customers aged 18 and older who visit the hairdresser at least once a quarter. In a nutshell, results showed that a salon visit not only pays off on the outer appearance but also fulfils important social and psychological functions and contributes to people’s inner well-being.

The key stats to note

• 52% of respondents say they value relationship qualities with the hairdresser, such as trust, loyalty, and empowerment.
• 57% of those surveyed say they want to maintain what they spend on a visit to the hairdresser despite the current economic situation.
• 70% of respondents feel a boost of self-confidence immediately following a trip to the salon.

Sustaining a relationship with the hairdresser is a central factor when the UK consumer chooses a salon. Nearly 60% of respondents feel their hairdresser cares about them as a person and accepts them for who they are, and over 40% feel they share a bond with their hairdresser that surpasses providing a service. “The hairdressing profession needs to be more appreciated," says Peter F. Pfister, president of the International Trade Association Intercoiffure 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 clientele. When people go to the salon, they are not only paying for a good haircut, but also for "being pampered" or for a "time out from everyday life". Dominic Pratt, global president of Kao Salon Division comments: “The survey results confirm that hairdressing is about more than just craftsmanship: it is about relationships and giving people an offer that makes them feel good on the outside and the inside. We want to show that the industry not only has economic value but also social value and how fulfilling working in this profession is.” The influence of salon visits on the personal well-being of clients is truly powerful, the way they feel after an appointment will keep them coming back to you time and time again!