"Client loyalty is high for treatments. Human expertise should be a key focus, but use tech and trends to advance interest in higher-value-per-visit services."
Shiyan Zering, Senior Beauty and Personal Care Analyst
Despite a fragmented market and cost pressures that typically lead people to shop around for prices and weaken loyalty, 78% of UK professional treatment users are loyal to the same beauty/grooming professionals for treatments. This shows that trust and consistent results from human expertise are key drivers for treatments. Once people find an expert who understands their needs, they’re unlikely to switch.
The rapid medicalisation and technological advancements of at‑home beauty intensify competition. Advanced devices and biotech formulas now promise clinic‑level results and regeneration without appointments or downtime. This may encourage consumers to shift spending into daily at‑home routines. For salons, proving value becomes critical to defend market share; using diagnostics, progress tracking and before‑and‑after imaging to demonstrate outcomes that at‑home products cannot replicate.
Convenience of treatments outweighs price, novelty and even wellness credentials for consumers. Attract new users and increase treatment occasions by making beauty services more hyper-accessible. These could be post-workout facials or hairstyling at gyms and wellness clubs, mobile treatment vans, or express venues targeting quick fixes. This reduces the need to travel or commit to lengthy appointments.
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