The Future of Salon Success: Personalization, Hygiene and Artificial Intelligence
By Max Randi – Director of The Hairdresser’s Magazine
The future of hairdressing salons is played on three keywords: personalization, hygiene and artificial intelligence.
This is not what we say, but the data from Phorest’s Consumer Insights Report 2025, which collected the opinions of over 700 customers in the UK and Ireland, all of whom have been regular salon goers in the last six months.
The results are also a strong signal for the Italian market: customers are not just looking for a cut or a color, but a tailor-made, safe and technologically fluid experience.
Personalization: Rewards and offers for 50% of customers
Half of the customers surveyed say they want to have a personalized experience through targeted offers, loyalty programs and ad hoc promotions.
This means that generic communication is no longer enough: you need to know your customers, profile their habits and offer tailor-made benefits.
Hygiene: the first real luxury
When asked what drives people to pay more for a premium service, the answer was clear: cleanliness and hygiene standards.
In an era where the perception of safety has become central, hygiene is the new status symbol. Designer furnishings or trendy colors are not enough: customers want to see disinfectants, sterilized tools and impeccable environments.
Retail: a missed opportunity
The report highlights a sobering fact: 70% of customers who do not buy products in the salon would be interested in doing so.
The key is education: explaining the importance of care at home and proposing really useful solutions. Here the potential for growth is enormous: from the specific product to maintain the color to professional treatments to be recommended at the right time.
Digital: booking goes online
45% of customers prefer to book online, choosing the day and time independently.
Convenience, transparency about available slots, and speed are changing habits. Those who do not offer efficient digital systems risk losing customers before they even enter the door.
New customers: the Achilles heel
The most worrying figure is the return rate of new customers, which stands at 29%.
This means that more than 7 out of 10 people do not return after the first visit. This is where the game of loyalty is played: follow-up, post-visit messages, incentives for the second appointment. Without targeted strategies, every investment in acquisition becomes a waste.
AI: useful yes, but with limits
AI is viewed favorably for simple tasks, such as booking or reminders. But when it comes to personalized recommendations or emotional experiences, the majority of customers still prefer human interaction.
The challenge is to find the right balance: to use AI as a support, not as a substitute.
Conclusion: Small changes, big results
As Luke Doolin, Country Manager UK & Ireland at Phorest, explains, this report is not a snapshot of the present, but a map of the future.
Those who combine personalization, impeccable hygiene and smart technology will be able to build salons that are more robust, profitable and capable of keeping customers coming back, visit after visit.
