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How do Brits feel about “cheating” on their regular hair and beauty professional?

When it comes to finding the perfect hair and beauty professional, the process for clients can be along one, taking time to build up trust and a relationship with their chosen provider. Sadly, there can sometimes be factors that mean a once loyal customer begins to look elsewhere for a new hair or beauty pro, but what happens when clients get the urge to try something new? How do they feel about heading to someone new and what drives Brits to switch to a new salon.

We surveyed 2,000 UK consumers in order to discover how loyal they consider themselves to their hairdresser, barbers and beauty professionals as opposed to other relationships in their life, and why clients may decide to “cheat” on their hair and beauty professional. Read on to find out more...

Brits are reluctant to stray from their regular hair and beauty provider

Reassuringly, our research found that a fifth (21%) of UK adults state that they are loyal to their hairdressers, barbers and beauty professionals, and would never cheat on them by heading to a new person. Interestingly, we found that men were the most likely to stay loyal to their hair and beauty professionals, as over a quarter (28%) wouldn’t go to anyone else for their appointment. Women were found more likely to stray, as just 15% of women say they would never “cheat” on their regular professional.

One in five feel guilt for “cheating” on their hairdresser

Some clients may have no issues with trying out a new hairdresser or salon, however that isn’t the case for all consumers, as our research found that almost seven million UK adults (13%) would feel more guilt from “cheating” on their hair and beauty professional than they would do cheating their romantic partner.

A further seven percent said they’d feel just as guilty going to a new hairdresser, barber or beauty professional as they would cheating on their partner, illustrating that the act of swapping to a new person for your hair and beauty needs can be a real source of stress for some.

The survey also revealed that men are more likely to feel bad cheating on their hair and beauty professional than their own romantic partner (48%).

Additionally, our study found that those aged between 25 and 34 are the most likely to feel guilt over the act, as a quarter (25%) would feel at fault for not heading to their regular professional for an appointment.

Why Brits will head to a new professional

When it comes to the reasons we would consider “cheating”on our usual hair and beauty professionals, a previous bad experience is the top reason clients will stray from their regular professional. However, less than a third (29%) say that a bad experience would cause them to look elsewhere for their appointments.

This was found to be more of a deciding factor for almost ten percent more women (33%) women than men (24%).

Other reasons topping the list of why Brits might choose to “cheat” on their hair or beauty professional include 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%).

The products used are more of a key factor for women, with more than a fifth (21%) saying not liking the products that are used would sway their decision to stay loyal to their hair or beauty professional, compared to less than ten per cent of men (9%).

Despite this, salons offering vegan-friendly or more sustainable products or experiences was discovered to be low on the list of reasons consumers may decide to cheat on their hair or beauty pro, with less than ten percent (7%) of UK consumers stating this would be a factor that drove them to do so.

Perhaps ironically, the study found that one in ten (10%) of UK consumers 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

For three percent of Brits, oversharing on their personal secrets and information to their usual hair or beauty professional would be the reason for trying out a new person.

How long does it take for clients to “stick” with their provider?

We asked consumers how many appointments it takes for them to decide if they are sticking with their hairdresser and found on average it takes 3 (3.3) appointments for Brits to choose a professional that they will stay loyal to.

Belfast residents, however, take an average of just 2 (2.4) appointments to find a hair or beauty provider to stay loyal to. Meanwhile, those in Manchester and Nottingham take a little longer to do so, needing 4 (3.5) appointments to decide if they’ve found their hair and beauty professional.

When it comes to encouraging return appointments, there are ways professionals can increase their customer loyalty and client satisfaction. We at Capital Hair and Beauty have put together tips that you can implement to promote loyalty with your clients, these can be used before your client even enters your salon as well as during and after their appointment, addressing your customer’s needs at every stage of their journey with your business.

How to promote customer loyalty

1. Personalise your customer’s experience 

Start small by setting up a messaging system to help remind customers about their upcoming bookings, doing so can help to personalise their experience before they are even in the salon. Once your client has arrived for their appointment, spending time with them to give them a thorough consultation, even if you think you know what they usually like will help them to feel listened to.

Finally, when your customers treatment is complete, making sure not to rush them out too quickly, even if you’re running a little behind, can help them to feel even more valued and has a great experience from start to finish.

2. Be personable

Taking the time to build a relationship with your clients can go such a long way. Engaging in friendly conversation, where they are receptive to it, and asking questions about them and their lives is often very well received.

If you’re comfortable in doing so, share small details about yourself and your interests outside of work, within reason, can help to build up your relationship on a more personal level. The more you connect, the more likely it is that they will trust your expertise and stick with you for their hair and beauty needs.

3. Encourage them to book their next appointment before they leave the salon

Encouraging your customers to book in their next appointment as early as possible is beneficial for parties. Alongside motivating your client to return to you for future services, it also helps them to secure their chosen appointment time before further slots fill up.

4. Make your booking process easy and hassle free

You may have clients or even potential clients that prefer to book online, so having a booking system that is complicated or doesn’t function properly will act as an obstacle between you and your customers and could even put them off booking with you all together.

Whilst you’re getting the system up and running, you could consider asking a friend or family member to test the online booking process out for you and to provide you with constructive feedback. Ask them to make sure this is easy to use and runs smoothly to help for those that prefer to make bookings online.

5. Ask for honest feedback from customers after their appointments

Politely asking your customers to share a review of their experience via social media or a short survey following their appointment can help build your profile and reputation locally.

Additionally, the feedback can also be a fantastic way to gain insight on the things your regular clients like best about your current offering, as well as any changes and improvements you could consider implementing.

6. Set up a loyalty scheme

As our survey showed, consumers really do value being rewarded for their loyalty, so it’s a good idea, where possible, to consider setting up a loyalty scheme. 

Remember, to keep the scheme simple, whether that’s awarding customers a stamp or a number of points per service, spend, or appointment, and asking them to collect a specific amount in order to unlock different discounts or freebies. Once set up, make sure all your clients know about the scheme so they can take advantage of it

7. In addition, reward your customers for any referrals

Where feasible, you could consider offering current clients a discounted rate for any referrals they make to you. For example, giving them 20% off for themselves and the person they refer on their first appointment. Not only will this help you build loyalty with your existing customers but is a great way to gain new ones too.


With the recent tough times and as the cost - of -living skyrockets, clients are naturally looking to spend their money more mindfully, making them more likely to opt exclusively for professionals they really trust, and forgoing appointments that they are less satisfied with. Equally, h air and beauty professionals appreciate customer loyalty now more than ever, as the choice to return is a real testament to the client’s dedication and commitment to their providers.

It’s clear that for some clients, once they have picked a hair or beauty provider, they will be sticking with them. And for those who do opt to try out someone new or “cheat” on their regular hair or beauty professional, it is not an easy or guilt-free experience.

There are multiple reasons that Brits may decide to head to a new person for their appointments, and so it’s important for professionals to try and build relationships with their clients. Clear communication can encourage trust and loyalty with your clients and ensuring that their experience with you is a positive one means that even if they do test out a new salon, there is every chance they will come back to you later.