MODERN MARKETING STRATEGIES FOR BUSINESSES WITHIN THE HAIRDRESSING, COSMETOLOGY, BEAUTY & SKINCARE INDUSTRY

In South Africa's fast-evolving hair and beauty industry, staying competitive requires more than exceptional service - it demands smart, modern marketing. Traditional methods alone no longer guarantee growth or visibility. To thrive in today's market, establishments must embrace new tools and trends.

Here are some effective strategies to help business owners within the industry stay ahead and build a lasting brand presence.

1. Social Media as a Visual Marketing Tool

Platforms such as Instagram, Facebook, and TikTok have become central to the hair and beauty industry. Visual content - especially before-and-after transformations, client testimonials, and video tutorials - resonates strongly with audiences seeking beauty services. Reposting user-generated content and engaging with followers builds authenticity and trust. Just ensure that you comply with the Protection of Personal Information Act when publishing testimonies, visuals and or audio content of individuals.

Industry research shows that salons/spas that post consistently and respond to comments enjoy higher engagement and client retention.

2. Influencer Collaborations

Working with South African hair and beauty influencers is a cost-effective way to increase visibility. Local influencers connect with audiences through relatable and trend-focused content. Collaborating with micro-influencers (5K–50K followers) often results in more targeted engagement and measurable conversions.

Industry publications note that African beauty brands are increasingly leveraging influencer partnerships to enter new markets and establish brand authority.

3. Community Engagement through Events

Hosting community-based events not only promotes services but also establishes a salon/spa's presence as a socially responsible business. Examples include:

• Free hairstyling or skincare training sessions for youth and job seekers

• Pop-up salon/spas at schools, churches, or community centres

• Outreach days offering discounted or free services in underserved areas

These initiatives encourage loyalty, enhance public relations, and differentiate a brand in a competitive industry.

4. Online Booking and E-Commerce Integration

Digital convenience is now expected. Salon/Spas can streamline operations and improve client satisfaction by offering online bookings through various booking platforms. Additionally, launching an e-commerce store allows salon/spas to sell retail products such as haircare, skincare, nailcare, or accessories through online platforms or a dedicated website.

Industry experts highlight how salon/spas with product stores increase both revenue and brand value.

5. Loyalty and Referral Programmes

Incentivising repeat visits and referrals is a powerful growth tactic. Offering rewards such as discounts, free treatments, or samples for client loyalty or referrals can rapidly expand clientele and improve retention.

Research shows that simple loyalty programmes significantly improve customer lifetime value in service-based industries.

6. Optimising for Local Search (SEO)

An updated Google Business Profile helps salon/spas appear in local search results when potential clients look for services nearby. Including relevant keywords (e.g., "natural hair salon in Pretoria") and collecting client reviews increases visibility and credibility.

SEO specialists emphasise the importance of local SEO in capturing mobile search traffic, which makes up a significant portion of client discovery.

7. Paid Advertising

Paid advertising on Facebook, Instagram, and Google allows salon/spas to reach specific demographics based on location, age, and interests. Even modest budgets can yield measurable results, particularly when paired with promotions or seasonal campaigns.

Modern marketing in South Africa's hair and beauty industry requires a combination of digital visibility, community engagement, and customer-focused innovation. By leveraging social platforms, forming influencer partnerships, hosting impactful events, and adopting digital tools, businesses can create strong, sustainable brands that resonate with today's clients.