Gen Z and Millennials are rewriting the rules for self-care—and the data supports this trend. According to the latest Boulevard Consumer Survey, first impressions in the beauty and wellness sector are now shaped by a blend of social media influence, digital convenience, and a rising expectation for seamless, hyper-personalized experiences. Salons and spas hoping to thrive must connect with clients at every digital and physical touchpoint.
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 Roughly 67% of Gen Z and 64% of Millennials have abandoned a salon or spa purely due to frustrating or outdated booking systems.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.
Successful salons capture preferences for treatments, products, and even communication style, using those details to offer discounts, targeted promotions, and special memberships that create an emotional connection…
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