Do Your Salon Customers Reveal Their Deepest, Darkest Secrets To Your Staff?




According to the Beautiful Britain Survey 2017, after a difficult few years for the salon sector, the outlook is now looking overwhelmingly positive for the sector.

Here at Liberis, we wanted to delve a little deeper into hair and beauty salons’ relationships with their clients, and find out how many customers trust them with a little more than just their locks, skin and nails.

As such, we conducted a survey of 1,000 respondents in the UK, to get a better idea about the type of relationship beauty businesses have with their consumers. Read on to see what we found...


Trust And Loyalty

When your clients visit your salon, do you get the sense that they completely trust your staff? Do they spill out their life’s woes to your staff? Do they ask you for advice? If so, then you are not alone.

It appears that Brits do have emphatic trust in their hair and beauty providers, as over 10 million Brits feel comfortable to disclose private details about their personal life. 

A study by Mintel shows that if a beauty business has a customer in for one treatment, they’re more likely to book another on the day or in the future. The notion of changing hair or beauty providers can be a daunting process for many customers, and our research showed that the average time a customer has been loyal to their hair and beauty providers is 3 years and 7 months.

Our research also found that more than a quarter (26%) of Brits are loyal for more than 5 years, and 11% for more than 10 years! We suppose it’s one way to guarantee they’ll get the same great service, treatment and quality cut, every time.

Trust is a big thing when it comes to letting someone take a pair of scissors to their hair or a chemical peel to their face. Can you honestly say your clients always have complete trust and faith in your salon staff? Well, it seems many do! Not only do they have emphatic trust with disclosing personal details to their hair and beauty providers, but 76.6% claim they also trust their hairdresser and beautician to excel on the service they’re providing. 

Brits like to repay the favour it seems, as 64% reveal they’d be inclined to tip their hair and beauty providers for a great job.


Who Is More Likely To Have A Good Relationship With Hair And Beauty Providers?

50% of the respondents revealed they have a good relationship with their hairdresser or beauty therapist, so it’s apparent that customers still enjoy a good chat with their hairdressers and beauticians when they head in for a spruce up.

But which gender is more likely to have a better bond with their hair and beauty providers?


It seems that women are more than twice as likely than men to have a good relationship with their provider (51% v 28%). Also, with the rise in eyebrow trends over the past decade, it comes as no surprise that those who fall into the millennial generation are more dedicated to a specific beautician for brows, with one in five remaining loyal, compared to only 4% of over 65s.

Those in Belfast, Glasgow, Birmingham and Leeds claimed to have the strongest relationships with their hair or beauty provider.


No matter where your clients live or what age they’re at, everyone has a very different relationship with their hairdresser and beautician – some may divulge all their deepest, darkest secrets to you, whereas some might simply sit there and make small talk.



As well as looking at aspects of trust and the relationship that customers have with their hair and beauty providers, we also looked at online search trends around specific treatments. 

When it came to hair treatments, Olaplex (a hair repair line) treatments and products have seen more than sixty thousand searches each month in early 2019 to date.

When it came to facial treatments, dermaplaning (74,000 searches in March 2019), skin care acids (such as hyaluronic acid – 40,500 searches in March 2019), and microneedling (27,100 searches in March 2019) have all seen steady rises in recent months. 

Eye and lip treatments are also experiencing a surge in popularity. LVL lashes (33,100 searches in March 2019), microblading for brows (74,000 searches in March 2019), as well as lip fillers (33,100 searches in March 2019) all saw search volumes peak in early 2019. 

As well as looking at search trends to get some insight, we also spoke with several salon owners to discover which treatments keep their customers coming back in 2019 - here’s just a snippet of what they had to say...


Jennie Wallace, Owner of Beyond Skin Clinic in Belfast, said: 

Taking a look at the number of treatments we do monthly there has been a marked increase in the demand for microneedling treatments. Specifically, the number of treatments administered increased by 87% from 2017 to 2018. I think the driving factor is people's desire for non-surgical anti-ageing solutions. Google searches for 'microneedling' have increased by over 300% in the past 3 years. In addition, it is seen as a 'celebrity' treatment, with Kim Kardashian and Angelina Jolie said to be fans.

Adrienne Lauren, beauty writer and salon owner, also shared that: 

"Over the last 12 months, we have seen the Henna Brow Treatment (a brow tinting procedure that uses natural Henna in place of traditional tint) literally boom overnight. As of little as two years ago, the treatment was practically unheard of and now it almost seems that salons are clambering over themselves to add it to the service menu and re-train their staff. Personally, I have witnessed it grow at a steady rate of at least 10% each month in salons for last year and don't anticipate the growth to decline anytime soon; if anything, I imagine sales to increase. 

“One of the key factors of why this treatment is so popular is that it is entirely cruelty free and vegan, something that has become more and more important within the beauty industry and with consumers alike. Many of the current key trend-setting beauty and fashion influencers have also pledged to only use approved cruelty-free products and this treatment beautifully aligns with such demand. The other benefits include; it is quick, easy, fuss-free and unlike a traditional brow tint, it can be used to lightly colour the skin creating the illusion of a thicker and altogether more natural eyebrow, something that serial over-pluckers seem to appreciate immensely."

Sade Popoola, a wig restoring expert and director wigs concierge, also commented that: 

“The catwalks, movies and even the news media have influenced decisions and we are seeing the trends. In the cold season a lot of ladies mostly of Afro Caribbean/ African decent go for wigs or braids, but there has been ahuge rise in natural hair product sales recently. I would say the movie Black Panther was a definite driving force for the draw to natural hair, not to mention Lupita Nyongo's natural look off and off set."



Some interesting results were found from our research and it’s clear that these bonds between the client and hair and beauty providers goes beyond just their salon treatment, they’re friends and confidants, which is a testament to how loyal Brits really are towards their hairdresser or beautician.

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