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Would your Clients Cheat on You?

February 15, 2023

Almost seven million Brits say they’d feel more guilty about ‘cheating’ on their hair or beauty professional than they would a romantic partner, survey finds…

It takes just three (3.3) appointments for UK consumers to stay loyal to their hair or beauty professional, a new poll has found.

The research, conducted by the UK’s largest independent supplier to hair and beauty professionals, Capital Hair and Beauty, surveyed 2,000 UK consumers about their loyalty to hairdressers, barbers and nail techs.

Since seven million¹ Brits admitted they’d feel more guilty about ‘cheating’ on their hair or beauty professional, than they would a romantic partner, Capital Hair and Beauty also asked Brits to share the reasons they may be tempted to ‘cheat’ on their usual hairdresser and book in with someone new.

Having a negative experience was found to be the top reason for seeking out services elsewhere – particularly amongst women (33%). Whilst other reasons topping the list included: 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%).

Disliking the choice of products is much more of a key factor for women (21%) than men (9%). However, not offering vegan-friendly or more sustainable products was unlikely to encourage disloyalty amongst the majority of clients.

For one in seven (14%) 18-to-24-year-olds, not having the option of a silent appointment could drive them to seek a more peaceful experience elsewhere. Whereas, for three percent of Brits, feeling like they’d overshared during their last appointment would be their top reason for going somewhere new.  

One in ten (10%) UK consumers said they would be tempted to ‘cheat’ on their hairdresser, barber, or beauty 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, with more than a quarter saying they would never go elsewhere for an appointment (28%) compared to just 15% of women.