31 January 2023

Confidence through Craftsmanship with Kao Salons

Kao Salon has unveiled an exciting and high-profile initiative. It is created to support and celebrate the brilliance and importance of our industry. It also showcases some of the incredibly talented people and hair experts within in it. This includes a very special film with BBC Storyworks and the Global Wellness Institute as part of the “In Pursuit of Wellness” series.

Launched at the Global Wellness Summit held at Tel Aviv at the beginning of November, Confidence Through Craftsmanship features two Kao partner salons – Jack & the Wolfe in the UK and Id Salon in the US.  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 wellbeing.

The film also focusses on the holistic wellness aspects which beyond having a haircut. It looks at the effect of boosting confidence and how it positively impacts on a clients self esteem. Also considered are the trust they place in their hairdresser, the bond that forms and the feeling of being valued and respected as an individual.

Confidence through Craftsmanship: SEE THE TRAILER HERE!

The release of Confidence through Craftsmanship also coincides with Kao commissioning a bespoke survey in UK and German markets. Together with with market analysis company YouGov, it gathers insight regarding public attitude towards hair salons. It uses those insights to support the messages of the film with data. It also demonstrates the importance of the salon industry for the inner and outer wellbeing of people.

Confidence through Craftsmanship

The survey reveals that nearly 70 percent of the nation find salon visits a vital opportunity for self-care. 51 percent deem the relationship they share with their hairdresser as close as that of a friend. 51 percent of respondents appreciate their time visiting the salon the same way as before the pandemic. 34 percent value the service even more than pre-pandemic. The results provide insights into the overall social relevance of an industry that offers more than just a simple haircut. 

Sustaining a relationship with the hairdresser is a central factor when the UK consumer chooses a salon. Nearly 60 percent of respondents feel their hairdresser cares about them as a person, accepting them for who they are. Over 40 percent 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. They’re also paying for “being pampered” or for a “time out from everyday life”. 

Dominic Pratt, Global President Kao Salon Division adds: “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. The pandemic has severely affected business. It has also shown how much people value the trusting relationships they have with 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.” 

The Survey – Facts and Figures

  • The survey polled female salon customers aged 18 and older who visit the hairdresser at least once a quarter. The result: 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 wellbeing. 
  • For a third of UK respondents surveyed, visiting the hairdresser to feel confident about themselves is the main reason they go next to getting a new hairstyle while 70 percent feel a boost of self-confidence immediately following a trip to the salon.
  • Over half (52 percent) of respondents say they value relationship qualities with the hairdresser, such as trust, loyalty, and empowerment. 
  • 57 percent of those surveyed say they want to maintain what they spend on a visit to the hairdresser despite the current economic situation. 

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