How Consumers Spend Their Money in the Beauty Industry

woman with pink hair on beachIt’s safe to say that beauty trends are constantly evolving year-over-year. One minute we’re strutting our stuff with wavy, lavender locks, the next minute we’re channeling our inner Anna Wintour and rocking a sleek bob with blunt bangs. The same thing can be said about men. Are beards in or are they out? Exactly which style of moustache is en vogue this season?

Are the consumers in America suffering from a beauty identity crisis? Maybe. Are there stellar beauty business owners (such as yourself) out there to help them conquer this battle? Absolutely. 

And we’re here to help you with that. 

Whether you just opened a beauty business or you’ve been in the biz for years, it’s essential to the success of your business to know which beauty trends your clients are gravitating towards now and what they are eager to try next. A recent survey of almost 17,000 consumers helped shed some light on what people are willing to shell out the big bucks for. Here’s what we discovered. 

A glimpse into the trendy beauty industry. 

Here’s something that may surprise you–men and women prioritize beauty and grooming services equally, with 39% of Americans saying they partake in services on a regular basis, 42% enjoy beauty services when they have extra time, and 18% claiming beauty services are a low priority for them. On top of those stats, Americans spend an average of $540 per year on beauty services with women spending $35 per month, while men spend an average of $29. 

Those numbers speak for themselves–the majority of Americans want to treat themselves to the services your beauty business offers. You already know who your target demographic is for your beauty business, so let’s break the numbers down by age and gender.

What women are interested in now.

As it is to be expected, the top beauty services women currently partake in varies across all age groups. Which beauty services did women partake in at least three times a year?

  • 18-25 year-olds: 70% got haircuts, 66% got a manicure or pedicure, 47% got their hair colored, 47% got their hair styled, and 45% got their eyebrows threaded or waxed.
  • 26-45 year-olds: 73% got haircuts, 62% got a manicure or pedicure, 51% got their hair colored, 50% got their hair styled, and 41% got their eyebrows threaded or waxed.
  • 46-65 year-olds: 80% got haircuts, 58% got their hair colored, 51% got a manicure or pedicure, 51% got their hair styled/blow-dried, and 24% got their eyebrows threaded or waxed. 

What men are interested in now. 

Not surprisingly, men participate in basic grooming more frequently than women since men’s services usually require a monthly visit, and women tend to get beauty services once every three months. Twenty-four percent of men reported they get beauty services at least once a month or more, while only 18% of women go once a month. So how are men keeping it fresh and clean in the US? 

  • 18-25 year-olds: 60% got their haircut, 41% enjoyed barber services, 17% got their hair styled, 14% got a facial, 11% got manicure or pedicure.
  • 26-45 year-olds: 62% got their haircut, 45% enjoyed barber services, 18% got a facial, 18% got a manicure or pedicure, and 17% got their hair styled.
  • 46-65 year-olds: 70% got their haircut, 45% enjoyed barber services, 16% got a manicure or pedicure, 15% got their hair styled, and 9% got their hair colored or got their eyebrows waxed or threaded.

What women want to try next. 

Now that we’ve covered our bases on the current state of affairs within the beauty industry, it’s time to reveal what services women are wanting to try next. Contrary to the stats of our current beauty trends, similar services have piqued the interest of American women across all age groups.

  • 18-25 year-olds: 42% want to get a facial, 34% are interested in manicures and pedicures, 32% want laser hair removal, 29% want permanent makeup or eyebrow tinting, and 20% want a mud/detox body wrap. 
  • 26-45 year-olds: 38% want to get a facial, 33% want laser hair removal, 26% want permanent makeup or eyebrow tinting, 22% are interested in manicures and pedicures, and 21% want a peel or microdermabrasion.
  • 46-65 year-olds: 39% want to get a facial, 20% want laser hair removal, 18% are interested in barber services, 18% want laser facial treatments, and 17% want a peel or microdermabrasion. 

What men want to try next.

Since men’s grooming continues to be a  hot trend year-after-year, it’s exciting to see what American men are interested in trying next. The top services men want to try next are pretty similar across all age groups surveyed. 

  • 18-25 year-olds: 42% want a facial, 34% are interested in manicures and pedicures, 32% want laser hair removal, 29% want permanent makeup or eyebrow tinting, and 20% want a mud/detox body wrap. 
  • 26-45 year-olds: 38% want a facial, 33% want laser hair removal, 26% want permanent makeup or eyebrow tinting, 22% are interested in manicures and pedicures, and 21% want a peel or microdermabrasion. 
  • 46-65 year-olds: 39% want a facial, 20% want laser hair removal, 18% are interested in barber services, 18% want laser facial treatments, and 17% want a peel or microdermabrasion. 

How beauty business owners can benefit from these trends.

Consumers who make beauty and grooming services a habit are important clients for salons,
spas, and barbershops. Here are some tips to help you maximize on current and upcoming beauty trends: 

  • Download the 2019 Beauty in America report to get a complete look at trends and identify which ones may complement your beauty business.
  • Make sure you’ve defined and outlined your target client and construct your service menu offerings based on their needs.
  • Ask your current clients what beauty trends they are interested in trying next–if you see a trend within their responses, think about adding that service into the mix.

About the Author

Denise Prichard

With over seven years of experience, Denise Prichard is an experienced content marketing professional with a penchant for writing compelling copy and content within the health, wellness and beauty industries. She graduated with a degree in English from Arizona State University in 2010 and currently runs her own blog, Fueled by Vegetables, a project that stems from her passion of living a healthy, joyful life and encouraging others to do the same. When she isn't writing or editing, you can find her teaching yoga classes throughout the valley, inventing yummy recipes and hanging out with her rescue pups, Eleanor and Stevie. She currently serves as the Content Marketing Specialist at MINDBODY and Booker by MINDBODY.

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