A third of American women are estimated to have turned to home colour during quarantine – and many of them might continue to do so, according to a survey carried out by French brand, Garnier. Salons need to act fast to re-establish contact and loyalty with their clientele.
It wasn’t difficult to guess that lockdown would’ve driven the average woman to reach out for at-home hair colour. Salons were closed for many weeks and, even when they reopened, people were not so comfortable about going out, especially to places with a high degree of human contact and touch.
This survey, which analysed the hair colouring habits of 2,000 American women aged 18 and older, revealed that 33% of women home-dyed their hair for the first time during quarantine, turning to Instagram (30%) or the Internet (29%) to learn more about how to do it.
Home colouring represented the easiest temporary solution for the majority of women suffering from the most common hair issues: 85% of interviewed said they coloured their hair to cover up grey, while over 50% decided to dye their hair a bold colour because it seemed like a good opportunity to do so.
According to the research, the stress of the pandemic made women feel like they had aged faster due to stress: a significant number of the women polled (42%) reported discovering new grey hairs during quarantine and (52.32%) declared that they have gone grey faster than they would have done otherwise – probably a weird phenomenon related to the long hours spent at home which allowed more time to look at their own hair, discovering more “aging” details that in a normal routine when they wouldn’t have noticed so much.
An impressively large number of women (80%) dyed their hair by themselves for the first-time during quarantine, and they turned to various sources to learn how to colour their hair, including Instagram (30.49%), online websites (29.2%), and YouTube (23.5%)
Women used their time at home to try new brands, products and new shades they might not have tried otherwise. (42.7%) of respondents reported trying a new brand of at-home hair dye they haven’t used before, and about a third of women (37.2%) reported that they tried a colour that they might not have otherwise only because they were at home.
The results of the Estetica Network’s survey regarding the effects of the first wave of COVID19 confirmed that salons did little to reach out to their colour clients. To the question: During the lockdown, did you or your salon owner sell at-home colour kits to clients? 68.46% replied NO, defending the need to consider colour as an exclusively in-salon service.
17.39%, however, actually organized a home delivery service. 14.15% didn’t express a view.
Out of the 11 countries covered by the Estetica Network’s survey, the most uptake seems to have been from salons in Germany, where 31% organized for home sales for customers. While in the USA it was only 17,5%.
Generally speaking, the reputation of the hairstylists is still very much appreciated by women, but when salons could not be reached during lockdowns, women had to look for answers elsewhere. Salons who widened their business selling colouring products and services at home were pretty successful, but they were a minority worldwide.
As they were approaching a brand new hair colouring experience, women needed professional suggestions about all the aspects of colouring hair.
Despite the hints they could find online while colouring hair at home for the first time, women had many concerns: would the result be as desired (47.8%)?; were they selecting the right shade (42.7%)?; was the brand chosen damaging to their hair (33.6%)?
Quite a few women even experimented bold nuances, some reported dying their hair with bleach or going blonde. Amazingly (54.55%) of women decided to try a new, bold shade for the first time.
These are a lot of opportunities to offer professional services that hairstylists lost. Their clients and potential client have been exposed to the mesmerizing charm of Home Dyeing. This can be dangerous for the restoring of salons business once the pandemic will be over.
It will be interesting to see how hair colour behaviour continues to shift once life returns to “normal” after quarantine. To regain the trust and the devotion of women, salons have to reach out to them as soon as possible, offer support for the remaining time when the restriction will be enforced and make sure they remember that only in a professional hair salon women can find a real profound satisfaction to all their hair colouring needs.