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Kao_Confidence Through Craftsmanship

More than a haircut: Study by Kao reveals how salon visits pay off on personal wellbeing

·        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.   
·        Fora 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 while70 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.
·        With the survey, Kao is launching a campaign to strengthen the salon industry that also includes a mini-documentary produced for Kao by BBC StoryWorks, showcasing how a hairdresser’s craftsmanship creates confidence – both for the stylist and the client.
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, and has a 150,000 strong workforce, has suffered from the consequences of the pandemic and is additionally facing a decline in apprenticeships and challenges to the high street.[1][2] At the same time, the industry has collectively earned a lot of respect during the crisis. To build on this and further enhance the reputation of the salon industry, consumer goods company Kao, the world's fourth largest full-range supplier of salon products, commissioned a YouGov survey as well as a film produced by BBC StoryWorks to highlight the social and psychological benefits of salon visits and underline the importance of the hairdressing profession.
The survey reveals that nearly 70 percent of the nation find salon visits a vital opportunity for self-care, and 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, while 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 and accepts 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, but also for "being pampered" or for a "time out from everyday life".

Dominic Pratt, Global President 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. 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.”

As part of their efforts to elevate the reputation of the salon industry, Kao has also released a mini-documentary produced for Kao by BBC StoryWorks. The film features two of Kao Salon Division's partners; interviewing the owners who give powerful accounts of 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 as an act of self-care that not only contributes to their outer appearance, but inner wellbeing.

According to the National Hairdressers Federation (NFBH), there were over 46,000 hair and
beauty salons in the UK in 2020 with an annual turnover of around £5.5bn.[3] Following the pandemic the growth rate was slower in the number of hairdressings, barbering and beauty
businesses than in previous years. Only around 6,600 people started hairdressing and barbering apprenticeships in England in 2020/21 compared to around 7,000 in 2019/20. This is a drop of 9% compared to the previous year. Current inflation – and especially the rising cost of living and energy prices – will provide further economic challenges.

Nevertheless, this survey shows that despite the current economic situation, more than half
(57 percent) say they want to spend just as much money as before on visiting the hairdresser.

Pratt adds, “as a company that supplies more than 40,000 salons around the world, we have made it our mission to provide education and inspiration for the hairdressing trade in addition to high-quality products and service concepts, thus enabling a first-class customer experience. We see ourselves as a partner to our salon clients and the industry as a whole. Our goal is to create public awareness for this great and important industry."

This sentiment is echoed by Pfister who further commented, “this kind of customer loyalty must become more prominent in the future - the professional service must gain in appreciation, because the pandemic has also highlighted the economic hurdles of the industry. To support salons, but also to attract young talent to the industry, Kao as a company is making an
important contribution by providing first-class products and services on the one hand and focusing on the current needs of the hairdressing trade on the other, to drive the industry as a whole forward."

The film “Confidence Through Craftsmanship” produced for Kao by BBC StoryWorks as part of the “In Pursuit of Wellness” series presented by the Global Wellness Institute can be viewed at https://youtu.be/gyh7onJn_QM

[1] NHBF industry research and statistics
2021, https://www.nhbf.co.uk/about-the-nhbf/what-we-do/industry-research/  
[2] Kline, Salon Hair Care: United Kingdom
Market Analysis and Opportunities Report - Slide 81 
[3] NHBF
industry research and statistics 2021, https://www.nhbf.co.uk/about-the-nhbf/what-we-do/industry-research/
Note: The present data is based on an online survey conducted by YouGov Germany GmbH, among 1111 women in the UK between Oct. 24 and Oct. 25, 2022. The results have been weighted and are representative of the female population in the UK aged 18 and above.

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