The Digital Transformation of the Hair and Beauty Industry

In the midst of this current Social Media minefield, Founder of Content Kweens and Hairdressing Social Media Consultant, Ben Lifton, is a seasoned business coach with a passion for digital marketing and content creation. In his brand-new, exclusive series, Ben’s mission is to equip hair pros with the tools, support and knowledge necessary to market oneself professionally online.

Driven by recent technological developments and the emergence of Artificial Intelligence (AI), the hair and beauty industry is undergoing a remarkable transformation. From Chat GPT to the creation of cutting-edge styling tools such as the Dyson Airwrap, technology is revolutionising every aspect of our industry. As we look to 2024 and beyond, two key technology trends are set to be game changers: Digital Customisation and the Metaverse…

Customisation: A Cultural Need
The idea of personalising our online personas and brands has become a given in contemporary culture. This trend of customisation can notably be seen in Instagram’s recent introduction of avatars, of which feeds into something much bigger – the Metaverse.

Envisioned by Mark Zuckerberg, the Metaverse represents the next evolutionary step in social connection. It is described as the successor to the mobile Internet, centred around digital versions of our real selves. In the Metaverse, users can digitally immerse themselves in interactive experiences and engage in various social activities. Currently valued at $416.02 billion in 2023, the global Metaverse market is projected to reach $3,409.29 billion by 2027, marking a staggering 720% increase.

In 2022, L’Oréal debuted the world’s first multi-brand beauty partnership with Ready Player Me, the leading cross-game avatar platform for the Metaverse. This marks the beginning of brands and marketing strategies moving into the metaverse – as explained by Chief Metaverse Officer of the L’Oréal Group, Camille Kroely: “Our brands are creating new, immersive and virtual experiences using virtual spaces, in-game customised experiences, in-virtual world advertising and virtual ambassadors and influencers.”

Customisation Strategies for Hair and Beauty Professionals: 
With this digital shift in mind, it’s now more important than ever for hair professionals to use customisations tactics on their own Social Media platforms. Here are five ways to offer a personalised user experience online:

1. Pinned Posts: On TikTok and Instagram, using the pinned post feature can help to showcase essential information about your business or brand – this can include highlighting your booking process or flaunting your best work.
2. Story Highlights: Instagram’s story highlights offer a way to curate and organise content, making it easily accessible for viewers.
3. Playlist Integration: TikTok playlists enable you to group together related content, this can facilitate a simpler navigation process for viewers interested in specific topics.
4. Search Engine Optimisation: Optimising your profile name and bio to include a few keywords – i.e., words that clients of yours will be typing into the search bar – means you’ll be found more easily and quickly by ideal clients.
5. Diverse Content Formats: By experimenting with a range of digital formats – including short-form videos, piece-to-camera content, client journeys, annotated images and carousels – you can create engaging and personalised experiences for your audience.

To conclude, the hair and beauty industry is on the cusp of a digital transformation where customisation is king (or kween!). As we venture into the era of the Metaverse, embracing this personalisation and staying ahead of evolving social media trends is going to be crucial for us all.