2025 Report on 'Moments of Truth' (MOT) for Hair Salon Retention and Switching: Women Prioritize 'In-Salon Experience,' Men Influenced by 'Pre-Visit Information'
Key facts
- 2025 Report on 'Moments of Truth' (MOT) for Hair Salon Retention and Switching: Women Prioritize 'In-Salon Experience,' Men Influenced by 'Pre-Visit Information'
- Hair salon retention and switching decisions are driven by in-salon experiences for women and pre-visit information for men.
- Date: March 29, 2026
Direct answer
Hair salon retention and switching decisions are driven by in-salon experiences for women and pre-visit information for men.
- Citation
- 2025 Report on 'Moments of Truth' (MOT) for Hair Salon Retention and Switching: Women Prioritize 'In-Salon Experience,' Men Influenced by 'Pre-Visit Information' (March 29, 2026)
- Source
- PR Times
- Date
- March 29, 2026
Hair salon retention and switching decisions are driven by in-salon experiences for women and pre-visit information for men.
📋 Article Processing Timeline
- 📰 Published: March 29, 2026 at 20:18
- 🤖 AI Analyzed: May 26, 2026 at 21:27 (1393h 9m after Published)
Hot Pepper Beauty Academy, the research institute of Recruit Co., Ltd. (Headquarters: Chiyoda-ku, Tokyo; President: Keiichi Ushida; https://hba.beauty.hotpepper.jp/), conducted a survey between October and November 2025 regarding the 'Moments of Truth' (MOT*) that determine whether consumers will return to or switch their hair salons.
The results reveal that women tend to decide whether to return or switch based on the 'treatment' received during their actual visit, whereas men are more likely to decide to switch salons during the 'learning about the salon' phase before their visit. Furthermore, regarding satisfaction and dissatisfaction, women place importance on 'technical skills' as well as communication, such as 'staff attentiveness' and 'conversation.' Meanwhile, younger men are increasingly focused on 'online photos' and 'pricing.'
*MOT (Moment of Truth) is a marketing concept referring to the critical moments when a customer forms an impression of a company. This survey analyzes which of the 18 touchpoints (MOT cycle) in a customer's salon usage journey determine their decision to continue or switch salons.
■ Key Findings
1. For women, the 'treatment' phase is the top factor for both deciding to 'return' and 'switch' salons. Conversely, for men, the 'learning about the salon' phase is the top factor for deciding to 'switch.'
2. Women who decided to 'switch' salons expressed dissatisfaction with 'lack of staff attentiveness (28.7%)' and 'conversation (28.3%).'
3. Half (50.0%) of men in their 20s who wanted to 'return' to a salon cited 'rich online photos' as a key reason for their satisfaction.
Comment from the Researcher
In this study, we analyzed the latest trends in 'Moments of Truth' (MOT)—the moments when customers decide to return to or switch hair salons. A notable finding is the gender difference in these critical moments. While women prioritize real-life experiences and comfort—such as 'treatment,' 'results,' and 'communication with staff'—men tend to make critical judgments during the pre-visit 'learning about the salon' phase, specifically when gathering information online. Furthermore, men in their 20s show a significantly higher sensitivity to pre-visit information like 'photos' and 'pricing' compared to other age groups, highlighting the importance of how salons present themselves online to attract customers. Tailoring approaches to target demographics—such as refining on-site customer service and listening skills for women, or optimizing online visuals and coupons for men—is essential.
FAQ
What is the main difference in decision-making factors for returning to or switching hair salons between women and men, according to the 2025 report?
Women primarily base their decisions on the 'in-salon experience' and 'treatment' received, while men are more influenced by 'pre-visit information' and the 'learning about the salon' phase when deciding to switch.
What specific aspects of the 'in-salon experience' are most important for women when deciding to return to or switch salons?
For women, the 'treatment' received during the visit is the top factor. They also highly value 'technical skills' and communication, including 'staff attentiveness' and 'conversation.'
What are the primary reasons for women switching salons, as indicated by the survey findings?
Women who decided to switch salons expressed dissatisfaction with a 'lack of staff attentiveness' (28.7%) and issues related to 'conversation' (28.3%).
What is the most significant factor for men in their 20s when deciding to return to a hair salon?
For men in their 20s who wished to return to a salon, 'rich online photos' were cited as a key reason for their satisfaction, with half (50.0%) of them mentioning this factor.
How does the 'learning about the salon' phase influence men's decisions regarding hair salons?
The 'learning about the salon' phase is identified as the top factor for men when deciding to 'switch' their hair salons, indicating the importance of information gathered before their visit.