67% of Gen Z Quit Beauty Brands Over Bad Digital Experience, Finds 2025 Boulevard Report

How Social Media Now Drives First Impressions Younger clients lead the way in discovery and referral habits. 55% of Gen Z and 47% of Millennials consider a self-care brand’s Instagram or TikTok activity to be “very” or “extremely” important when deciding whether to book.

For 20% of Gen Z, social media is literally the first stop in their search for a provider, making it a critical front door for salons and spas aiming to attract the next wave of loyal clients. But a strong digital vibe or glowing online reviews mean little if the online booking process is clunky.

Roughly 67% of Gen Z and 64% of Millennials have abandoned a salon or spa purely due to frustrating or outdated booking systems. Personalization, Convenience, and the Human Touch Remain Essential In 2025, clients expect salons and spas to go far beyond a generic service.

Hyper-personalization is now considered a standard, not an add-on, with 97% of regular customers agreeing that tailored in-person experiences are important and 81% saying they are more likely to rebook when they receive customized offers based on their history…