Australia’s professional beauty industry has spoken. A nationwide survey conducted by Inside Industry, led by renowned brand accelerator Tamara Reid, has unveiled eye-opening insights into what salon, spa, and clinic owners expect from the brands they stock. Aptly titled What Salon Owners Want; The Brands They Stock, the report captures the voices of 350 business owners—surpassing the initial target of 300 respondents and representing over 1% of Australia’s 27,000 professional beauty businesses.
Over three months, from September to December 2024, salon owners shared their candid perspectives on the relationships with the brands they stock, providing an invaluable blueprint for B2B beauty brands to better position themselves in the competitive market.
The End Of Brand Exclusivity
The survey revealed a distinct move away from brand exclusivity, with 44.4% of respondents stocking three or more brands and 17.2% stocking five or more. As salon owners compete with retail giants like Adore Beauty, Mecca, and Sephora, diversifying their offerings has become essential.
“Brands need to understand that salons are taking a chance when they invest in their products. Support is key to proving the brand works,” one respondent noted.
Who Do Salon Owners Trust?
When evaluating brands, 65.7% of salon owners turn to fellow professionals for insights into product performance, opening orders, marketing, and education. Social media platforms like Instagram (54.5%) and industry media outlets such as Spa+Clinic and Professional Beauty (52.2%) also play significant roles in decision-making.
Interestingly, despite their effectiveness in B2C marketing, podcasts ranked lower as a research tool in the professional sector, highlighting a clear gap in their influence.
Opening Orders Under The Microscope
Regarding opening order investments, 54.5% of respondents prefer a range between $1,500 and $2,500. Only 0.8% were willing to spend $10,000 or more, underscoring the importance of accessible entry points.
“Smaller businesses can’t afford large opening orders,” one owner commented. “Affordability is crucial to allow us to stock a variety of brands.”
Education Is Still The Heartbeat Of The Industry
If there’s one thing the professional beauty industry consistently champions, it’s education. The report highlights that training and skill-building are considered pivotal to salon success. Over 70% of respondents rated online training as a 5/5 in importance, reflecting the growing demand for flexible, accessible learning options. Face-to-face training also remains vital, with salon owners expressing a strong desire for regular, in-depth sessions with Educators.
One of the most striking findings is the value salon owners place on time spent with Educators versus Business Development Managers (BDMs). Respondents indicated they want to see Educators more frequently, dedicating up to three hours to sessions focused on skill-building and product knowledge.
“We want training to go beyond sales pitches and provide actionable skills,” a respondent said, prioritising education over sales-driven interactions.
Regional salon owners also voiced concerns about missing training opportunities, encouraging brands to consider remote and regional accessibility when planning events.
For an industry that thrives on expertise, the message is clear: brands that invest in education will foster stronger partnerships with their stockists.
Communication Frustrations
Salon owners expressed ongoing frustration with outdated communication practices, particularly the reliance on phone calls for support. Many highlighted the challenges of playing "phone tag" when in and out of treatment rooms all day.
The overwhelming preference for email (76.9%) and dedicated stockist communities on platforms like Facebook (59%) tells brands it’s time to adapt to modern, accessible methods that align with the demands of busy salon environments.
The Path Forward For Beauty Brands
What Salon Owners Want; The Brands They Stock lays out precisely what salon owners are asking for: partnerships that offer genuine value and support their success.
“The professional beauty industry is moving at an incredible pace,” said Tamara Reid. “Brands must meet salon owners where they are and deliver what they need to thrive—or risk losing them to competitors who will.
To download the full report, featuring more eye-opening data on retail, marketing support and stockist pain points, visit Inside Industry’s website.
Comments