*This article was repurposed with permission from SASSI.

Over the last few years, the beauty industry has proven its resilience with salon and spa professionals quickly adapting to support consumer needs and grow their businesses. As we surpass the midpoint of 2023, salon and spa owners can look to industry trends to provide a map of where the industry is headed and how they can better serve their clients.

Self-care & Wellness 

While many saw the rise of self-care and wellness in 2020 as a passing fad, consumers are still committed to health and wellness and are looking for new ways to do so every day. Light therapy, for example, has had an emergence in 2023 as consumers search for services to help repair skin, manage pain or promote hair growth. Once a service restricted to licensed professionals; consumers can now purchase their own at home light therapy devices. As such, salon and spa professionals offering services such as light therapy must offer a level of expertise, knowledge and customer service to prove their value to clients.

Salon and spa pros should also consider making an effort to understand what low-cost, at home tips they can offer clients to support self-care and wellness. Meditation, for example, is a well-known tool to help reduce stress and anxiety and manage pain. To fit such practices into consumers’ busy schedules, many have begun to practice in shorter bursts, known as micro meditation. Having insight into such tools allows salon and spa owners and operators to provide an above and beyond level of service to customers.

Personalization

While the beauty industry has adopted technology to offer new services such as light therapy over the years, in 2023 the industry is increasingly using technology to provide consumers with more personalized experiences. Companies have begun to leverage artificial intelligence (AI) to provide personalized products to consumers. From makeup and haircare products to vitamin packs, consumers can now take a quiz or provide a DNA sample for companies to use to identify products specific to their needs.

The personalized concept is not new to salon and spa professionals, however the technology behind it is. Salon and spa professionals can use this increased interest to create personalized beauty programs for their clients. We know clients want to be heard and understood, and salon and spa professionals can leverage their skills and expertise, in addition to new technology, to provide an added benefit that technology alone cannot deliver. 

Green is here to stay 

In addition to new trends and technology, sustainable beauty continues to be a key concern for many consumers. Today’s consumers want to know that every ingredient in the products they use serves a purpose and supports their goals. More advanced skincare, such as multi-step routines for example, has maintained its time in the spotlight. Many consumers are arming themselves with research to know what ingredients and products are best for both their needs and the environment. This creates an opportunity for salon and spa professionals to better understand what their clientele need from the products they offer as well as how those products are made, the ingredients that are used and the potential environmental impact. It is important to understand these products and ensure you are not making or marketing false promises as more companies attempt to jump on the sustainability bandwagon. The beauty industry is ever-changing and while it may be difficult for salons and spas to keep up, it is crucial to the success of any business. Staying up to date on the latest trends can help ensure clients are getting the nuanced, personal experience that ultimately keeps them coming back and recommending your services to their networks. As we dive into the second half of 2023, consider what your clients and prospective clients might ask about and how you can fit their needs before the questions come up.

Kathy Lopez, Account Manager for SASSI, the Salon and Spa Specialty Insurance program at Brownyard Group. She can be reached at klopez@brownyard.com.