Addressing Beauty Standards and Inclusivity in Salon Marketing

How Salon Ads Are Redefining Beauty Standards and Promoting Inclusivity

The beauty industry has long dictated narrow beauty ideals, often excluding diverse representations of race, gender, body types, and age groups. However, as consumers demand more inclusivity, salon ads are becoming powerful tools for reshaping beauty norms and fostering representation in the industry. Today’s ads for beauty salons are evolving beyond conventional marketing tactics, incorporating messages that celebrate diversity, self-expression, and individuality.

In this blog, we explore how brands can harness salon ads to redefine beauty standards, promote inclusivity, and enhance customer engagement while driving real business results.

The Shift Toward Inclusivity in Salon Ads

For decades, salon advertising relied on idealized beauty standards, featuring airbrushed models with flawless hair and symmetrical features. However, the modern beauty consumer is looking for something deeper—authenticity and representation.

Why Inclusivity Matters in Salon Advertising

Changing Consumer Expectations: According to a 2023 study by McKinsey, 76% of consumers expect brands to promote diversity and inclusion in their marketing.

The Power of Representation: Seeing relatable people in salon ads enhances emotional connections with a brand, increasing customer loyalty.

Brand Perception and Ethics: Inclusivity-driven ads for beauty salons show a commitment to embracing real beauty, making brands appear more ethical and forward-thinking.

Today’s best salon ad strategies highlight real people, various hair types, and different skin tones, making salons more appealing to a wider audience.

How Salons Can Create Inclusive Advertising Campaigns

Diversify Representation in Salon Ads

Consumers want to see people who look like them in advertising. This means showcasing individuals across different:

Ethnicities and skin tones (highlighting expertise in styling textured hair, for example)

Gender identities (representing all genders, including non-binary and trans individuals)

Body types (celebrating beauty beyond traditional weight norms)

Age groups (including older individuals to appeal to a broader customer base)

Example: A salon ad campaign that features a diverse range of clients with different hair textures, from Type 1 (straight) to Type 4 (coily), not only showcases expertise but also makes every potential customer feel welcome.

Rethink Beauty Messaging in Ads for Beauty Salons

Traditional beauty marketing often uses phrases like “fix your frizz” or “hide your grays.” These outdated messages reinforce negative perceptions of natural beauty. Instead, salon ads should focus on empowerment and self-expression.

✅ Do This:

“Embrace Your Natural Texture – Let’s Enhance Your Unique Beauty!”

“Color Your Hair, Express Yourself! Vibrant Shades for Every Personality”

❌ Avoid This:

“Say Goodbye to Unmanageable Hair!”

“Erase Your Wrinkles with Our Treatments!”

By shifting messaging in ads for beauty salons, brands align with self-love and positive beauty narratives, which resonate more with modern consumers.

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Are you curious to see if this works for you? See our Salon Advertising solutions!

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Inclusivity in Salon Marketing: Leveraging Digital & In-Salon Ads

Create Digital Salon Ads That Reflect Your Clientele

Social media and online advertising are crucial in modern salon marketing. Ensure that your salon ad creatives on Instagram, Facebook, and TikTok mirror the diversity of your customer base.

Best Practices for Digital Salon Advertising:

Feature diverse before-and-after transformations to showcase real results on different hair types.

Use video testimonials from clients of various backgrounds discussing their salon experience.

Run targeted ads for beauty salons that cater to different demographics (e.g., “Textured Hair Care Services for Natural Curls”).

Example: A high-end beauty salon in Los Angeles launched a salon ad campaign highlighting “The Power of Personalization”—featuring clients of all ethnicities discussing their tailored hair care experiences. The campaign saw a 40% increase in appointment bookings from first-time customers.

Integrate Inclusive Messaging in Physical Salon Ads

Your in-salon marketing materials should also reflect inclusivity.

Ideas for Salon Ads Within Your Location:

Posters featuring a variety of hair textures and beauty styles

Digital screens showing customer transformations from diverse backgrounds

Menus listing gender-neutral services instead of “men’s/women’s” haircuts

Example: A salon in New York replaced its standard “Women’s Haircuts” and “Men’s Haircuts” menu with “Short Styles” and “Long Styles,” resulting in a 15% increase in bookings from non-binary and LGBTQ+ customers.

The Role of Influencers in Inclusive Salon Ads

Partnering with Beauty Influencers Who Represent Diversity

Influencer marketing is a powerful way to promote inclusive beauty salon ads. By collaborating with diverse influencers, salons can showcase their services to new audiences.

Choosing the Right Influencers:

Work with influencers who specialize in textured hair, LGBTQ+ beauty, or ageless beauty.

Feature real clients as micro-influencers—authentic voices resonate more than polished celebrity endorsements.

Example: A UK-based salon partnered with a curly hair influencer to promote their “Curl Confidence” salon ad campaign. This resulted in a 35% uptick in curly-hair consultations.

Measuring the Success of Inclusive Salon Ads

How do you know if your salon ad campaign is making an impact? Track the following KPIs:

Key Performance Indicators (KPIs):

Engagement Rates: Social media interactions, likes, shares, and comments.

Customer Demographics: An increase in diverse clientele visiting the salon.

Booking Conversions: More appointments from previously underrepresented groups.

Survey Feedback: Conduct client surveys to gauge how inclusivity in ads influenced their decision.

Example: A beauty brand launched a salon ad campaign featuring real customers and tracked that 80% of their new clientele came from seeing diverse models in their advertisements.

Why Inclusive Salon Ads Are the Future

The future of salon advertising is inclusive, diverse, and representative of all beauty. Salons that adapt to these trends will not only attract a broader clientele but also build stronger brand loyalty and trust.

Key Takeaways:

Representation matters—Ensure your salon ads showcase diverse hair types, skin tones, and identities.

Rethink beauty messaging—Shift from “fixing flaws” to empowering self-expression.

Use digital marketing wisely—Create inclusive ads for beauty salons with real clients and influencers.

Modify in-salon advertising—Update menus, posters, and service names to reflect gender neutrality and inclusivity.

Measure impact—Track engagement, customer diversity, and conversion rates to refine future campaigns.