What's Happening?
Boulevard, a provider of client experience platforms for self-care businesses, has released a new survey examining the behaviors and preferences of Gen Z and Millennial beauty consumers. The survey, which
included over 2,000 participants, reveals that social media significantly influences the first impressions of salons and spas among these younger generations. 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 in the self-care industry.
Why It's Important?
The findings of Boulevard's survey underscore a generational shift in how self-care businesses must engage with their clients. As Gen Z and Millennials increasingly rely on social media for discovering and evaluating services, salons and spas must adapt by enhancing their digital presence and ensuring a smooth online booking process. This shift presents both challenges and opportunities for the self-care industry. Businesses that successfully integrate these digital strategies can gain a competitive edge, while those that fail to adapt may lose clientele. The emphasis on personalization and convenience also highlights the need for businesses to tailor their services to meet individual client preferences, fostering loyalty and repeat business.
What's Next?
Self-care businesses are likely to invest more in digital marketing and technology to improve their online booking systems and social media engagement. As the industry adapts to these changing consumer behaviors, businesses may also explore new ways to personalize the client experience, such as offering customized services and communication methods. The survey suggests that proactive communication, like texting, is expected by clients, indicating a potential shift in how businesses interact with their clientele. These changes could lead to a more dynamic and client-focused self-care industry, with businesses striving to meet the evolving expectations of younger consumers.
