Gen Z and Millennials are rewriting the rules for self-care—and the data supports this trend.
According to the latest Boulevard Consumer Survey , first impressions in the beauty and wellness sector are now shaped by a blend of social media influence, digital convenience, and a rising expectation for seamless, hyper-personalized experiences.
in discovery and referral habits. 55% of Gen Z and 47% of Millennials consider a self-care brand’s Instagram or TikTok activity to be “very” or “extremely” important when deciding whether to book.
For 20% of Gen Z , social media is literally the first stop in their search for a provider, making it a critical front door for salons and spas aiming to attract the next wave of loyal clients. But a strong digital vibe or glowing online reviews mean little if the online booking process is clunky.
Roughly 67% of Gen Z and 64% of Millennials have abandoned a salon or spa purely due to frustrating or outdated booking systems. Personalization, Convenience, and the Human Touch Remain Essential In 2025 , clients expect salons and spas to go far beyond a generic service.
Hyper-personalization is now considered a standard, not an add-on, with 97% of regular customers agreeing that tailored in-person experiences are important and 81% saying they are more likely to rebook when they receive customized offers based on their history…
