What's Happening?
Boulevard, a provider of client experience platforms for self-care businesses, has released a survey highlighting the changing preferences of Gen Z and Millennial consumers in the beauty industry. The survey, which included over 2,000 beauty consumers,
indicates that these younger generations are significantly influenced by social media when choosing salons and spas. However, a seamless online booking experience is crucial, as approximately two-thirds of Gen Z and Millennials have abandoned a salon or spa due to a cumbersome booking process. The report, titled 'The Self-Care Client Report 2026,' emphasizes the importance of convenience, personalization, and connection in attracting and retaining clients.
Why It's Important?
The findings of Boulevard's survey underscore a generational shift in how self-care services are marketed and consumed. For salons and spas, adapting to these changes is vital for maintaining competitiveness. The emphasis on digital presence and seamless online interactions reflects broader trends in consumer behavior, where convenience and personalization are paramount. Businesses that fail to adapt may lose out on a significant portion of the market, as younger consumers prioritize these factors in their decision-making processes. This shift also highlights the growing importance of technology in the self-care industry, as businesses must leverage digital tools to enhance client experiences.
What's Next?
Salons and spas are likely to increase their focus on improving digital interactions and personalizing client experiences. This may involve investing in technology that facilitates seamless online booking and enhances communication with clients, such as through texting. As the industry adapts, businesses that successfully integrate these elements into their operations could see increased client loyalty and referrals. Additionally, the role of social media as a marketing tool is expected to grow, with businesses needing to maintain active and engaging online presences to attract new clients.
