8th May 2023
Generation Z, (1995 – 2012) the generation that have never known life without being connected online one way or another, being online is second nature to them and googling is a constant reference.
Your clients will primarily be the elder element of Ben Z as the youngest are still at school age.
Gen Z will do research about the products on your salon shelves and similar ranges that are at different price points. They will compare prices, availability, reviews that they can find, be it from your salon clients or other websites, basically, anything, and everything they can read to help them make a decision about a purchase.
Whilst this generation is always online because they never do anything without their phone, Gen Z still enjoy real time shopping, that means they are comfortable browsing your retail offering in salon. But, if their research tells them something new is coming, they are happy to wait to make purchases, especially if influencers who have reviewed the upcoming products give rave reviews.
To satisfy Gen Z it would be a worthwhile investment to have a tablet at the retail area in your salon where they can browse all the information they need to help them decide what to buy. Alongside this, your social media should talk to them in language they understand, make sure you share lots of salon client reviews, and simple instructions for usage with lots of strong visual messages. E-blasts are a good method of sharing information, especially if an offer is attached for them to redeem in the salon.
From a hair perspective, Gen Z are young and follow celebrity trends closely. The eldest of this generation is 28, the youngest is just 11, however their world is a place of maturity at a young age and whilst it’s fair to say the youngest Z’s are not going to be regular clients, the middle band and elder element are very hair conscious so make sure the services you offer meet their expectations and also their budget restrictions as money is not as free flowing in this group as in others, and fashion, clothing, make up etc takes precedent before hair, which, whilst important, is low on their list of weekly priorities.
