OAKLAND, Calif.--(BUSINESS WIRE)--Jun 26, 2024-- A new survey by Square analyzes the relationship between clients and their hair stylist, uncovering that 1 in 3 of consumers are in an ‘open relationship’ with their provider . The survey highlights the key factors that can either make or break long-lasting client loyalty in the beauty and personal care industry.
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com/news/home/20240625191464/en/ (Photo: Square) For those in an ‘open relationship’ with their stylist or barber, this sentiment was most common for younger generations like Gen Z and Millennials, along with men. These clients primarily faced operational and logistical barriers which caused them to visit another provider: After exploring other relationships beyond their primary stylist, Square found that 61% of clients regretted going to another provider . Given that many originally strayed for practical reasons, it’s no surprise that more than half of consumers (57%) went back to their original stylist, while 30% opted to stay with their new provider .
Another 13% remain committed to playing the field, with plans to keep seeing new stylists until they find “the one.” The survey also found that convenience and ease continue to be top drivers when consumers pick a stylist or barber. For clients that explored other relationships, they reported that they’d return to their previous provider if they had access to th.