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What Women Want: The 3 Biggest Salon and Spa Trends in 2019

By Margo Badzioch

September 1, 2023

This year we launched the Mindbody Wellness Index, a look at the beauty, fitness, and integrative health industries in America. As part of ranking the strength of wellness markets across the top 50 metro areas, we surveyed almost 17,000 consumers. In our 2019 Beauty in America report, we explore how these consumers engage in beauty services and predict what trends we'll see in salons and spas this year. We took a look at men's grooming trends in a previous post, but what are women's favorite salon and spa services from last year, and what are they hoping to try next?

Haircuts, manicures and pedicures, and hair color were 2018's top services for women

We looked at three different age groups of women to get insight into who's done what. Unsurprisingly, haircuts were the most popular beauty service that women got in the past year. A higher percentage of 46-65 year-olds got their hair cut than the younger age groups.

Manicures and pedicures, too, proved immensely popular with 59% of consumers saying they got at least one in the past 12 months. In contrast to haircuts, this service was most popular with the younger age groups.

Salons were also busy with hair color. Again, this is a service that has a higher percentage of 46-65 year-olds opting for this service. Styling and blow drying are also popular, with 50% of beauty consumers saying they've booked. While styling and blow drying is often paired with haircuts and color services, the dry bar trend is going strong!

Top 10 beauty and grooming services for women

Facials are the number one beauty service that women want to try next

More than any other service, women want to try facials next. This service ranks top for all three age groups. Interestingly, men, too, are overwhelmingly most interested in trying facials next. Only 23% of regular beauty consumers (those who get services at least three times a year) got a facial last year. However, 39% of women say they're interested in trying facials.

All ages are interested in laser hair removal

Like facials, all three age groups are intrigued by laser hair removal and want to give it a try. Only 4% of regular salon/spa frequenters booked laser hair removal in the past month, but 28% are interested in trying it. This shows room for a major boost in bookings in the future. The enthusiasm for experimenting with laser hair removal is particularly strong in the younger age groups.

Permanent makeup and eyebrow tinting are here to stay

Twenty-three percent of women say they want to give permanent makeup or eyebrow tinting a shot. Only 4% of regular beauty consumers booked appointments for this service last year, so this is an opportunity for significant growth. Younger women are particularly keen on trying this service.

Top beauty and grooming services women want to try next

Tips to help your beauty business avoid being 2000-and-late:

  • Provide education about services that may be new to clients. Sure, they know what a haircut entails, but they might have questions about how laser hair removal works and what to expect. You can offer this content on your website (think a blog post or article—as a side note, this is a great way to improve your search rankings). Video content is also a great option! You could film a quick video walking through the service and share it on social media.
  • Make the most of Instagram marketing. This is hardly a new idea, but potential customers are scrolling through feeds, just waiting to be inspired! Learn how to showcase the coolest styles from your hairdressers, offer the latest beauty tips, and give potential clients a sense of what a great experience booking at your salon or spa is. Take your 'gram to the next level with our Instagram guide.
  • Target the age groups that want different services. With our 2019 Beauty in America report, your salon or spa can see what age groups want to try your services next (it may not be the group you think it is). You can then use this information to create targeted ads for certain age demographics in social media. For more on how to do this, check out our guide on Facebook Ads.

See more of what's trending.

Read the Report

About the author:

Margo Badzioch

Margo Badzioch

Market Research Lead

Margo is as passionate about data as she is about wellness. She has an extensive background in quantitative consumer and business research across multiple industries and loves to translate data into stories. She has a healthy obsession with wellness and has multiple certifications, including intimate life coaching, health coaching, and culinary nutrition. Naturally, her path led her to Mindbody where she is conducting wellness research.

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