Fifteen to twenty-five years ago, the buzz word in our industry was “Baby Boomers.” Marketing efforts emphasized how we needed to market our services to this segment of the population. I remember taking countless workshops on how to develop specific treatments and service menus to ensure that the Baby Boomer generation’s health and beauty needs were being properly addressed in our industry. Millennials who were born in the 1980’s have also been taught that our industry’s lead consumers are Baby Boomers. While Baby Boomers are still a huge part of the target market we serve in our salons, the new buzz word that has been…well, buzzing for a while, is “millennials”. But we have been so conditioned to target Baby Boomers, that millennials are still an untapped segment of the population by salons and spas, and marketing efforts to attract this generation have not been completely successful because we just don’t know how to address their needs.
Salons and spas need to understand the psycho-social attributes of millennials if they want to be successful at targeting this generation. Millennials, or Gen Yers, are simply different. Born approximately between 1980 and 2000, they can be characterized by very specific traits, which must be carefully considered when offering services, products and the space where they will experience these services and products.
Dubbed as Generation “Me”, millennials are highly confident and tolerant, while also demonstrating a strong sense of entitlement and narcissism. They feel special because their parents have instilled in them that they are vital to our world – that they were born for and with a purpose. They have been celebrated and praised; therefore, millennials expect to receive frequent positive feedback. They are assertive. They believe they are “right”. They crave attention.
However, millennials are also a highly protected generation, having been coined the “Peter Pan” Generation. They have grown up in a world where there have been increased safety measures (school lock downs, warning labels, safety laws). They don’t like to deal with unpleasantness because their parents have advocated on their behalf throughout their lives. This, along with financial uncertainty, has caused a tendency in millennials to delay certain rites of passage into adulthood like living with their parents for a longer period of time and delaying age of marriage and having children. Emerging adulthood has been established now at 25 years of age.
Salon: Emphasize on their need for safety by promoting your salon’s sanitary and safety procedures. Produce videos on your sanitation/sterilization processes or how main supplies are actually disposable rather than re-usable.
Honesty gives us all a sense of protection. Millennials, in particular, highly value transparency – that is, open, genuine, truthful, authentic and honest relationships with everyone, be it their employers, their service providers, their family members, their peers and the products they buy.
Millennials have accumulated more debt (student loans) than any other generation prior, and experienced firsthand a global financial crisis and the highest unemployment rates in US history – second only to the Great Depression. And, considering that data from a 2014 study of US Millennials, which revealed that over 56% of that group considers themselves as part of the working class, and that only nearly 35% consider themselves in the middle class, transparency seems to be the most powerful motivating factor for millennials as consumers of goods and services – not money. Millennials are loyal to brands that they feel convey authenticity, trustworthiness and reliability and are willing to pay a premium for that trust, even if they can’t afford it.
Salon: Along with providing more affordable services, provide a service menu with very clear pricing parameters and add-on’s. Once in the room, don’t offer an add-on without providing the additional cost to the final bill ahead of time. No one likes it and millennials much less. Learn your ingredients well and make sure that when you say whether or not a product contains XYZ ingredient, that this is actually accurate for the entire line(s). Millennials will research everything you tell them and will question you. Besides, transparency transcends space and time.
Millennials feel the pressure to succeed at all costs. As children, they had tight schedules with structured activities (school, sports, arts, socials with friends). This generation has had more hours of homework and less free time than all previous generations. What Baby Boomers and Generation Xers once enjoyed – spontaneous play in the rain, makeshift hero capes with towels and houses on a tree with bed sheets – millennials have not experienced. They are multitaskers and have a hard time handling free time. They can juggle many responsibilities at once, but they are also easily distracted with social media, not to mention texting. They take on a lot, and then expect others to be flexible with them when there is a scheduling conflict.