Brits feel more loyal to their hairdresser than their partner

According to a recent study from Capital Hair and Beauty, almost seven million Brits admit they’d feel more guilty about “cheating” on their hairdresser or beauty professional than they would their romantic partner. An additional 2.6 million stated that they’d feel no guilt about cheating on either, and seven percent said they’d feel equally as guilty about cheating on their partner as they would their hair or beauty pro.

Capital Hair and Beauty also asked Brits to share the reasons they may be tempted to “cheat” on their regular hair or beauty professional by booking in with someone new, if at all.  Interestingly 29% said they would be most likely to cheat on their hair or beauty professional following a bad experience with them - and this was found to be more of a deciding factor for women (33%) than men (24%).

Other reasons topping the list of why Brits might choose to “cheat” on their usual hair or beauty experts included 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 hairdresser or beauty professional, compared to less than ten percent of men (9%).

Despite this, salons offering vegan-friendly or more sustainable products or experiences were 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.

Ironically, 10% of UK consumers would be tempted to cheat on their current professional if they didn’t have a scheme in place to reward them for their loyalty, whilst for 14% of 18- to 24-year-olds, silence is golden it seems - as not having the option of a silent appointment would drive them to seek a more peaceful alternative elsewhere.

Overall, men were found to be more likely to stay loyal to their current hairdresser or beautician, with more than a quarter saying they would never choose to go elsewhere for an appointment (28%) compared to just 15% of women. That said, the survey revealed that men admitted that they are less likely to feel guilty about cheating on their other half than they would do their hair and beauty provider (37%) than women are (48%).

For three percent of Brits, having previously overshared on personal secrets and information would be their top reason for seeking out new options for their hair and beauty appointments.

When asked about how many appointments it takes to stay loyal to a hairdresser or beauty pro, the average number was found to be three (3.3).  Belfast residents, however, take an average of just two (2.4) appointments to stay loyal to a hair or beauty provider, whilst those in Manchester and Nottingham take a little longer to do so, with four (3.5) appointments on average.

Samantha Shamplina-Burkwood, Marketing Manager at Capital Hair and Beauty, commented on the findings: “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, hair 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. Luckily, 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 clear from our study that this is not an easy or guilt-free experience.”