Does Brand Loyalty Exist Or Is It Just Hype?

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I have been involved in the beauty industry for almost a decade, and one thing I was struck with at first was a fierce brand loyalty from therapists and nail techs. However, as I have watched these brands over the years, it seems none of them are untouchable. So, are therapists really that loyal to one brand, or is it just what the suppliers want us to believe?

As you expect, the biggest thing that will affect brand loyalty is the products themselves. Beauty therapists need products that they can believe it and that they can sell with confidence. If a brand doesn’t offer this, then customers are not likely to stick around for long. There are, of course, a lot of companies who have got their products just right, but some have certainly appeared to have a greater following than others.

By its nature, the beauty industry is a personal and tactile one. It therefore stands to reason that therapists will be drawn to companies that offer this too. They are attracted to the personalities and ethos of the brand as well as the raw materials it offers. Many therapists want to feel supported by their chosen brand, not just retailed to. Over the years, this level of support has changed not only from helping with your product, but representing therapists within the industry as whole.

This may be championing training and professionalism, offering advice and support that goes beyond their products or personal service in a shop or at the end of the phone. These combinations have meant that some companies have developed a following that has astounded me. The loyalty surrounding them becomes almost blind to the point of refusing to accept any faults with the company or their products. It seemed to me that there were therapists who would defend their choices to the hilt. There is nothing wrong with this if you believe in your products so fiercely.

However, as I have watched over time, this loyalty often begins to falter. Eventually, heads are turned by bigger, better and more innovative products. It can be impossible for your original brand to keep up with market changes. Not only this, but the attitudes of the suppliers can begin to change. Some start to believe their own hype, and this can lead to arrogance or neglect of their business. Reliance on their customers to just keep coming back can backfire if you not still working as hard as you always did.

If a supplier wants their brand loyalty to be more than just hype, they have to keep listening to the people who really make their business successful: their customers. Therapists might be loyal, but they are not stupid. If they feel you are getting too big for your boots, they will vote with their feet, and this is an important lesson for salons too. Neglect your core customer base at your peril!

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