Beauty Store Business magazine - January, 2020

Consumer Survey: Haircut Is Top Beauty Activity

If your beauty store has a salon, the No. 1 service you should be offering is a haircut. That’s what I see in the results of a LivingSocial Vanity consumer survey released on Dec. 14 as part of the local deals website’s ongoing effort “to discover and share information about local social trends and behavior.”

A haircut topped the list of the most popular “beauty and/or relaxation activities” in the online survey of more than 4,000 consumers (not just LivingSocial members) in the top 20 U.S. media markets conducted by Mandala Research last November. Eighty-five percent of respondents said they had a haircut in the past year (with an average of 6.3 times during the year). In the No. 2 spot, 45% said they had their hair colored and/or highlighted in the past year (an average of 2.4 times during the year).

Nailcare and skincare services also registered high. Getting a manicure and/or a pedicure tied for third place (with having a massage) at 43% (3.2 times). Receiving a facial was fifth at 28% (1.2 times). And waxing for hair removal was seventh at 24% (1.6 times).

Marc Birenbaum