Prioritise time for clients to indulge and spend money while they relax in your business. In other words, prioritise indulgence!
Prioritising our wellbeing is as essential as the food we eat and the clothes we wear. As we come out of a tough few years socially and financially, consumers recognise the importance of prioritised indulgence in both their self care and their wellness.
According to a recently published Trend Report (SEE HERE) from Fresha, clients are looking for experiences that make them feel good on the inside and look good on the outside. And what better than a visit to their local salon for a two-in-one hit of happiness.
Post-pandemic, it’s all about caring for yourself. As news fills our screens of financial worries and international concerns, it’s having an impact on our mental health.
Gen-Z and Millennials are leading the way for it to be acceptable to make time for moments of self-indulgence. From eating out with friends, to taking time out for a scalp massage or pedicure, me-time has never been so important.
Inside and out
A little bit of happiness goes a long way and being self-indulgent has never been so attractive. Time away from screens, sitting and relaxing and feeling good in a world of worries means people are prepared to invest in themselves.
Hair and beauty expects to see a surge in interest as clients expect more from their hair appointments. A great cut and colour is standard and expected; it’s everything else that goes with it.
An environment that is caring, sharing, peaceful and calm ticks all the boxes and will encourage clients to stay longer – and more importantly, spend more money.
Gone are the days of the express, lunchtime services; Gen-Z and Millennials are looking for ways to relax, work and indulge at the same time – and are prepared to spend money on their self-care.
Research by British beauty brand THG found that orders for hair styling products and electrical hair tools on sites such as Look Fantastic grew by 70% and 17% respectively during 2022. This skinification of haircare has seen an uptick in interest.
Here are Fresha’s tips for attracting clients who are looking to make indulgence a priority:
1 Atmosphere – make the salon a welcoming retreat from the outside world. Prioritise services that mean clients will stay in your salon for longer.
2 Back-to-back treatments – as well as a cut and colour, look at services that can be added on such as massages, nails and make-up services.
3 Coffee stations – with working from home still popular, a trip to the hairdressers is now part of the workday. So ensure your space is workplace ready, with refreshments and power points so they can stay in the salon after their blow dry to enjoy a bite to eat, a beauty or nail treatment while they work.
When to focus
NOW – Bring in refreshments that are more than your standard latte or hot chocolate, and look at drinks and snacks with health benefits.
NEXT – Add on simple services that mean extra revenue for you and your salon.
LATER – Create a destination so clients will want to stick around after their hair appointment.