As millions of Brits confess their love today, L’Oréal Professional Products Division take an alternative approach to Valentine’s Day and call for people to extend their appreciation to someone who is always there in times of need – the hairdresser.

New research released today by L’Oréal Professional Products Division (which includes brands such as L’Oréal Professionnel, Kérastase, Redken and Matrix) reveals that almost one in five (17%) Brits have been with their hairdresser for over 11 years, the same amount of time as the average UK marriage, with approximately 1 in 5 people saying that a visit to the salon is one of the very rare moments when they get to relax. The L’Oréal #HairTheLove campaign showcases the role that hairdressers play in life-defining moments and the impact they can have on wellbeing. With other research from over 160 different countries showing that millennials are now motivated more by mission and purpose than pay check¹, #HairTheLove seeks to demonstrate just how purposeful hairdressing is as a profession.

According to a report from the UK Hair and Barber Council, hairdressing is a career that also offers entrepreneurship; with the hair and beauty sector boasting double the UK average of business owners aged 25 years old and under, at 6% vs 2.3%. Hairdressing services are also the single largest contributor to the British Beauty Economy GDP (£6.3 billion)².

However, this high value, entrepreneurial profession is not being promoted as a career choice as three in four (75%) respondents said they did not learn about hairdressing as a career option during education. One in four (26%) also agreed they wouldn’t encourage a family member to take up the profession and over half (51%) did not believe hairdressing is a high skilled profession. Yet, according to Hairdresser’s Journal International, one of the UK’s leading trade magazines for hairdressers, to train and qualify as a hairdresser takes an average of two to three years and in some cases longer.

These misconceptions aren’t helping the future of the hairdressing industry, with a 13% drop in hair apprentices in 2018³. In addition to the #HairTheLove campaign, L’Oréal is taking bold steps to support the next generation of hairdressers with the launch of the first ever Bachelor’s Degree in Hairdressing and Entrepreneurship, which will be piloted in Paris.

The Group has also been working closely with hairdressing colleges across the country in collaboration with renowned hairdresser and two times British Hairdresser of the Year, Sally Brooks, to screen her inspiring documentary ‘The Journey To My Destination’ to reach young aspiring hairdressers of tomorrow.