2025 Report on 'Moments of Truth' (MOT) for Hair Salon Retention and Switching: Women Prioritize 'In-Salon Experience,' Men Influenced by 'Pre-Visit Information'

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 Kimiko Tanaka, Researcher at Hot Pepper Beauty Academy

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.