L’Oréal is calling on people to celebrate Valentine’s Day a little differently this year by showing their appreciation for their hairdresser.
Its new #HairTheLove campaign showcases the role hairdressers play in life-defining moments and the impact they have on the wellbeing of their clients.
L’Oréal Professional Products Division (which includes brands like L’Oréal Professionnel, Kérastase, Redken and Matrix) has even done some research into the value of hairdressers.
Almost one in five (17%) Brits have been with their hairdresser for over 11 years, the same amount of time as the average UK marriage, according to L’Oréal’s study. One in five people say a visit to the salon is one of the rare moments when they get to relax.
L’Oréal’s research also shows that hairdressing, as an industry, could do with a bit of love. Three-quarters of those surveyed said they did not learn about hairdressing as a career option when they were at school, while 28% think it is only a valid profession to consider if other options don’t work out.
This is despite hairdressing services being the biggest single contributor to the British Beauty Economy GDP (worth £6.3bn). The hair and beauty sector also boasts double the average of business owners aged 25 years or younger, at 6% compared to 2.3%.
L’Oréal is doing its bit to help support the next generation of hairdressers. Last week it announced the launch of a new Bachelor’s Degree in Hairdressing and Entrepreneurship, which is being piloted in Paris. The company is also sponsoring Concept Hair Apprentice of the Year 2020 and will host the final next month.
Sally Brooks, Co-Founder Brooks & Brooks Salon and twice British Hairdresser of the Year, said: “Hairdressing is an incredible career where you can travel the world, run your own business, be as creative as you want to be, and ultimately make people feel better about themselves.
“It’s a really rewarding career in lots of aspects including financially, emotionally and creatively. The hairdresser/client relationship is unique – there is no better feeling than making someone feel more empowered and confident or being there to support life moments.”
Béatrice Dautzenberg, Managing Director L’Oréal Professional Products Division UK & Ireland, said: “#HairTheLove is a campaign that celebrates all hairdressers. And what better day than Valentine’s Day is there for us to share our declaration of love and appreciation.”