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2021- A Year In Review

Updated: Jan 8, 2022

As 2021 comes to an end, we reflect on all of the highs and lows of the past year. In this blog, we’re going to cover the biggest digital marketing trends for salons in 2021, trends and styles that hit the salon over the year, and overall, what we’ve learned. We know you’re all sick and tired of 2021 but stick with us for one last hoorah in this blog post!

Digital Marketing Trends

Email Marketing

Email marketing is BACK, baby! Well actually, we’re not sure it ever went anywhere but it’s gaining popularity in the salon/spa industry! We noticed a huge increase of salons using this marketing strategy over the last year, and If you haven’t started yet then we suggest you do, we don’t see this trend dying out anytime soon! It’s not enough to have a large social media following, it’s a great perk, but the number of followers you have doesn’t necessarily translate into paying customers. The minute a guest or potential client gives you their email, your salon owns that information and can market specifically to that audience. As a business, you don’t “own” your social media following, and unfortunately, it’s impossible to know if your intended targeted audience is even seeing your posts. Check out our blog post where we cover ALL things email marketing!

E-commerce and Website Focus

The Covid-19 pandemic has changed the way that we do things in the salon forever- and one of these changes was a huge shift in focus with regards to retail. However it’s not enough to just sell retail from your shelves, your customers want 24 hour access to your salon online to make their retail purchases! This past year has proven that it’s not only a perk to have a website and online shop anymore, it’s on the brink of being an absolute necessity. We break down the importance of retail and how to best utilize your online store in this blog post.

Social Media Trends

If we’ve said it once, we’ve said it a million times; video is KING! From TikTok to reels and back again, videos and short clips are absolutely everywhere, and whether you like it or not, people are expecting this type of content from salons and spas! Video has been on the upswing for a couple of years now but we noticed a huge spike in video content for salons in 2021.

Social media content has taken a bit of a turn (for the better in our opinion!) in terms of posting with purpose. It’s no longer enough to simply post pics of beautiful hair with a coffee inspired caption, your audience wants MORE! They want to be educated, inspired, and entertained and to stop being slapped in the face with picture after picture of freshly done do’s. We loved that in 2021 we saw salons and spas posting content that taught us, motivated us, and made us laugh, and we expect to see this continue on into 2022.

In Salon Trends


This is a term that we heard time and time again over 2021. With masks being mandated in many areas, many people have decided to focus more on the health of their skin (while half of their face is being covered anyways!) and less on packing on makeup. We absolutely loved the focus on REAL skin and embracing all that comes with it instead of aspiring to have a photoshopped, flawless finish. Skin has pores, imperfections, and is textured, and we love that more emphasis has been placed on taking care of and loving the skin you’re in, flaws and all.

Scalp Care

2021 was the year of the scalp! We noticed a ton of brands adding scalp care to their lines and concentrating on the importance of a healthy foundation. Healthy happy hair starts with a healthy, happy scalp and we love that hairstylists and product brands are recognizing this and providing new solutions!

80's Resurgence

Beauty trends seem to go through cycles with a new take on a past decade. Elevate trend, rinse, and repeat. In 2021, the resurgence of 80’s trends was real! From feathered brows, to shag haircuts, perms, and curtain fringes that Farrah Fawcett would be jealous of, 80’s trends are upgraded, alive and well in 2021!

2021 was a tough year for everyone, and we noticed that this translated into more focus on authenticity and vulnerability on social media in particular. Obviously, you want your salon business page to remain professional, but the increase of authentic, vulnerable posts that came across our feed were refreshing. We cover the importance of authenticity on social in this blog.

As salon professionals, deemed unessential over the last 2 years, things have been hard, and we love that there is an honesty being shared digitally.

As this year comes to an end, we challenge you to take a look back and review what all worked for your business, and what didn’t, both in salon and online.

Take time to reflect and enjoy the remainder of 2021, we will catch you in 2022!

Check us out on social media @salon.s.o.s

‘Til next time,

Your Team At Salon S.O.S

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