Consumers stay loyal to their hair or beauty pros after just three appointments, according to a study

Almost seven million¹ Brits admit they'd feel more guilty about "cheating” on their hair or beauty professional than they would their romantic partner, a new study has revealed.

To assess the impact of this, Capital Hair and Beauty polled 2,000 UK adults about their feelings about "cheating" on their hairdresser, barber, or health and beauty professional, as well as why they might be tempted to book an appointment with someone new, if at all.

Interestingly, less than a third of Brits (29%) say they would be most likely to cheat on their hair or beauty professional following a bad experience with them.  

That said, having a negative experience was found to be the top reason amongst UK consumers for seeking out services elsewhere. This was found to be more of a deciding factor for almost ten percent more women (33%) than men (24%).   

Other reasons topping the list of why Brits might choose to “cheat” on their usual hair or beauty experts include not being able to secure a suitable appointment (23%), wanting a complete change of ‘look' (22%), not liking the products being used by the salon or professional (16%), and an increase in prices (16%). 

Ironically, one in ten (10%) UK consumers would be tempted to cheat on their current professional if they didn't have a scheme in place to reward them for their loyalty.  

Overall, men were found to be more likely to stay loyal to their current hair stylist or beauty therapist, with more than a quarter saying they would never choose to go elsewhere for an appointment (28%) compared to just 15% of women.   

When asked about how many appointments it takes to stay loyal to a hair or beauty pro, the average number was found to be three (3.3).  

Samantha Shamplina-Burkwood, Marketing Manager at Capital Hair and Beauty, commented on the findings: “With the recent tough times and as the cost-of-living skyrockets, clients are naturally looking to spend their money more mindfully, making them more likely to opt exclusively for professionals they really trust, and forgoing appointments that they are less satisfied with.  

"Equally, hair and beauty professionals appreciate customer loyalty now more than ever, as the choice to return is a real testament to the client's dedication and commitment to their providers. Luckily, it's clear that for some clients, once they have picked a hair or beauty provider, they will be sticking with them.  

"And for those who do opt to try out someone new or “cheat” on their regular hair or beauty professional, it is clear from our study that this is not an easy or guilt-free experience.” 

To read the full report, click here

Sources & Methodology