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Kenya: As Cost of Beauty Rises, So Do Clients

The Nation (Nairobi) NEWS
June 22, 2006

Posted to the web June 22, 2006
By Irene NyamburaNairobi

After living abroad for 10 years, Peninah Awiti, a regular client at Urembo salon, has not failed to notice the luxury wave that has hit the salon industry in Kenya. "Before I left Kenya, a salon was just another place to pass time and gossip," she says. "It was also a place where no well-mannered woman would have wanted to be associated with. Most of the hairdressers were unprofessional."

Most of them were doing the job to keep themselves busy. However, on returning from Australia, Mrs Awiti says, she noticed that salons have grown from social places to money-minting businesses.

Gone are the days when going to a salon felt like a punishment. Kenyan women, including some men, have come along way to accept beauty treatment as a necessity rather than a luxury. "We are no longer at that stage of finding it a luxury to visit a salon but instead find it mandatory to visit one several times a month," says Ms Awiti. As a result, demand has shot-up, giving the salons the tough task of coping with not only demanding customers but also growing competition.

With the steady growth in the fashion industry, salons are also forced to change and grow as well. "More women have come to realise that apart from working hard, beauty also counts," says Ms Terry Mungai, owner of Ashleys, one of the most successful salons in town. "A salon is not only a place to go make your hair but a place to relax your mind as the professionals work on you."

Men too have not been left behind; they are slowly learning to appreciate beauty as well. Nowadays they flock salons not only for hairdos but also in search of facials, manicures, pedicures and massages, she said. There has been an increase in the age group visiting the salons, most young Kenyans in their mid 20s to late 30s, a generation in which you are what you look. "Some time back, only mothers and older girls used to frequent salons but today, we even get five-year-old girls coming for nails and hairdos," says Ms Mungai.

Clients too don't mind the prices as long as they get value for money. On average, the upmarket man spends at least Sh5,000 per week on hair cut, facials, manicure, pedicure and massage. Women tend to spend a little less because not all of them do a whole beauty therapy. Most of them spend between Sh500 to 3000 in a week.

Innovative stylists
To keep up with the soaring growth, salons have been forced to look for bigger spaces and innovative stylists. Due to the wide variety, the clients have become a picky lot, focusing on the kind of services, cost and comfort. "If you want to keep your clients, you must be ready to invest heavily in the latest equipment, professional hairdressers and a beautiful spacious salon," says Ms Mungai, who has been in the business for 12 years.

Mr Gitau, who prefers to be referred to by only his second name, used some of his retrenchment benefits to open a salon at Buruburu shopping centre four years ago. He says that a well managed salon can be a money-minting business. "When my wife advised me to open a salon, at first I thought it was just a female thing, but after thinking about it, I agreed and today, my wife and I co-own the business," he says.

He's glad he sank his money in hair because, he says, this business is able to feed the family, pay for transport and, at the end, save something small. Just like any other business, the salon business has its lows. "At times the business may be very good giving us added profits and at other times, after deducting all the expenses we are left with nothing," Mr Gitau explains.
Ashleys, one of the few salons in East Africa to own a Spa, has greatly attracted an up-market clientele. Ms Mungai, Ashley's CEO, attributes the success to hard work and team spirit. She also said the ability to keep up with the newest equipment has ensured that the retain and attract new customers.

"Even small things like a cup of cappuccino, installing a DSTV channel and executive services have made the salon standout," she said.

Due to the high demand of high quality hair and beauty products, the prices have also shot up. This has in turn has led to increase in salon charges. Unlike other businesses that suffer a slump when charges rise, the salons continue to record high turnover in a world where fashion-conscious professionals value their image.

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posted by Cheryl Levesque @ 11:49 AM