Kao launches new campaign as cash-strapped Britons still visit hair salon

By

Nigel TAYLOR

Published
Dec 7, 2022

Going to the hairdresser is more than just about a haircut. If confirmation were needed, a visit to a salon can be an uplifting emotional experience, a Kao study reveals.

For a third of UK consumers it surveyed, visiting the hairdresser to feel confident about themselves is the main reason they go, next to getting a new hairstyle. Meanwhile 70% find salon visits a vital opportunity for self-care, giving a boost of self-confidence immediately following a trip to the salon.

Meanwhile, 52% of respondents say they value relationship qualities with the hairdresser, such as trust, loyalty, and empowerment and 57% say they want to maintain what they spend on a visit to the hairdresser despite the current economic situation.

Also, 51% of respondents appreciate their time visiting the salon the same way as before the pandemic, while 34% value the service even more than pre-pandemic.

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. Over 40% also feel they share a bond with their hairdresser that surpasses providing a service. 

Alongside the survey, the world's fourth largest full-range manufacturer of salon products is launching a campaign to strengthen the salon industry. It also includes a mini-documentary ‘Confidence Through Craftsmanship’ produced for Kao by BBC StoryWorks, “showcasing how a hairdresser’s craftsmanship creates confidence – both for the stylist and the client”.

The film features two of Kao Salon Division's partners; interviewing the owners about what drives them daily, how they perceive their own role, and why the profession is so fulfilling. At the same time, the film reveals how clients perceive their visit to the hair salon. 

Dominic Pratt, Global President Kao Salon Division said: “The pandemic has severely affected the business, at the same time it has shown how much people value the services and trusting relationships they have with their hairdressing salons. We want to show that the industry not only has economic value, but also social value and how fulfilling working in this profession is.”