New research from L’Oréal Australia is shining a light on how client preferences and routines in hair salons have changed in the wake of the pandemic, and what clients really want from their salon appointments in 2022.
A crucial finding has seen that clients are looking to customise their salon experiences to maximise their time in salon, with 95 per cent of responders worried about the rising cost of living. Over a quarter of Australian hair clients predicted that they will spend less on salon services in the coming year, altering how they approach their salon services.
“It’s exciting to find out what customers want in their hair and beauty services. Now we can figure out how to deliver those experience in a way that delights them,” shared L’Oréal Australia’s Business Development Director, Professional Products, Alison Lim.
“People want a comfortable, customisable, and convenient hairdressing experience,” shared the CEO of the Australian Hairdressing Council, Sandy Chong, about these findings. “L’Oréal’s data takes the guesswork out of prioritising your resources. Small changes can be made immediately for easy wins, while others can be factored into medium and long-term plans. The Australian hair industry is needed and wanted by clients and is sure to adapt and flourish, especially if we focus on the customer-led experience of tomorrow. I can’t wait to see what we create next.”
The research points to this need for personalisation, with 9 out of 10 respondents wanting to customise their experience ahead of time, in terms of knowing how busy the salon will be, climate and lighting control and the choice of music and volume. The brand recommends for salons to create customisable zones that allow for a physical space or a time slot where client experiences could be specialised, to be especially sensitive to sensory issues.
With new conditions and routines around working from home and increasingly busy lifestyles, clients also want to work from the salon chair to accommodate their appointments. L’Oréal recommends workstations that include power points, charging cables, easy Wi-Fi access and laptop-friendly surfaces to suit these needs.
The research findings also indicate that clients want more out of their visits and varied, comprehensive care, with 85 per cent interested in additional in-salon beauty services, such as massages, nail, and skin treatments. This can be facilitated through partnerships and versatile expansions into different sectors.
Clients are also wanting virtual ‘try-on’ capabilities of cuts, colours and styles before their appointments, with 75 per cent of those surveyed asking for these capabilities, echoing social media filters that showcase these trends. Modern technologies and smart mirrors allow for these requirements.
Another finding was they want to feel ‘rejuvenated and refreshed’, so pampering the clients is key. 75 per cent of respondents wanted their salons to feel more like a day spa and be luxurious, calm and relaxing, rather than overly busy. Focus on the ambiance, energy and luxuries your salon can provide.
Three in five respondents said they would need to carefully consider how much they can spend ahead of booking. Salons should transparently communicate the duration and cost of their services via online platforms to accommodate clients in their price and time availabilities, and also make sure to make all booking services, especially online booking platforms, clear and easy so clients can book as effortlessly as possible. Salons must master their services more than ever to make the experience worthwhile and have clients rebooking for must-have appointments.
L’Oréal will be using this research to help salons and hairdressers adapt to these needs and implement the right changes to stay ahead of the game. Any salon can ensure their space and services are luxurious, customisable and adhering to the routines and needs of 2022 – good luck!
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