A new study from Kao reveals how salon visits pay off on personal wellbeing
We knew it! A recent survey highlights the social relevance of hairdressing and how it connects with people’s well-being and mental health; a visit is more than a haircut! Kao Salon Division (owners of Goldwell, KMS and Oribe brands) commissioned a YouGov survey that confirms salon visits’ social and psychological benefits and underlines the importance of hairdressing.
To elevate the reputation of the salon industry, Kao also released a mini-documentary called Confidence Through Craftsmanship, produced by BBC StoryWorks. The film features Lydia Wolfe and Jack Mead, owners of Jack & The Wolfe in Hampshire, who give powerful accounts of what drives them daily, how they perceive their role, and why the hair profession is fulfilling.
Lydia Wolfe and Jack Mead
Confidence Through Craftsmanship
The film confirms what hairdressers knew all along…that clients perceive their salon visit as self-care that contributes to their inner well-being. Another featured hairdresser is wellness advocate Lori Panarello from ID Salon in the USA, discussing how people form relationships with hairdressers because ours is one of the only industries left with one-on-one communication.
On film Lydia and Jack highlight the importance of the client and stylist relationship, a connection that allows people to unload, find support, and friendship as well as a great hair service. Confidence Through Craftsmanship demonstrates how relevant the salon industry is to well-being. Since the Pandemic, human connections have been essential to people’s livelihood and mental health. Kao’s survey points out that 68% of hairdressing customers consider a salon visit self-care. Nearly 60 percent of respondents feel their hairdresser cares about them and accepts them for who they are. Over 40 percent feel they share a bond with their hairdresser that surpasses providing a service.
Kao says…
“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.” Dominic Pratt, Global President of Kao Salon Division, confirms that Kao’s survey results show that hairdressing is about relationships and making people feel good on the inside.
The hairdressing industry suffered during the Pandemic. Inflation, rising living costs and increasing energy prices will provide further economic challenges. Nevertheless, Kao’s survey shows that despite economic hardships, 57 percent of respondents want to spend as much money as before visiting the hairdresser.
Dominic Pratt for Kao Salon Division
Dominic Pratt tells us that Kao’s goal with the project was to create public awareness of the industry. Kao is interested in providing education and inspiration for the hairdressing trade, “…We see ourselves as a partner to our salon clients and the industry as a whole.”
Pfister echos this sentiment, further commenting, “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.. “
Watch the film
Kao’s project demonstrates what we all know.. ie how relevant hairdressing is in self-care, especially in today’s climate. We need to value human connections, livelihood, and well-being more than ever. Have a watch and see what you think.
BBC StoryWorks produced the film “Confidence Through Craftsmanship” for Kao Salon as part of the “In Pursuit of Wellness” series presented by the Global Wellness Institute. View the film at https://youtu.be/gyh7onJn_QM.
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