One of Australia’s largest hairdressing providers has launched a national marketing campaign to attract apprentices to the haircare sector focusing on school leavers.
Despite projections showing this career had significant growth, Price Attack CEO, John Pascoe says Australian hairdressing apprenticeship figures continue to decline.
“In the past, hairdressing careers were largely promoted to females but it is attractive to males as well with travel and the fact that this is a career on the move: you are virtually guaranteed a job,” he said.
“We are future proofed and cannot be replaced by a machine. Unlike some careers where when you reach a certain age, you are considered too old, this is a career that keeps on giving. The marketing behind science and technology at schools (STEM) has been so successful that trades like hairdressing have fallen out of favour with school leavers.”
Price Attack recognises the shortage in people undertaking hairdressing apprenticeships and is looking for ways to promote hairdressing as an attractive career.
“We want people to change their attitude to hairdressing as a career, see the great changes to the sector and how there is room for development. It is exciting, vibrant, and more creative than ever before.”
Price Attack Salons is ranked the third largest in the Australian haircare industry, which is estimated to be worth $7.7 billion.
Pascoe said the company aimed to meet the market for potential new staff by rolling out flexible work hours and shifts, combined with upskilling, through simple and rewarding onboarding and training experiences.
The campaign received over 200 applications across Queensland, New South Wales and Western and South Australia within a week of launch.
“The culture in the hair and beauty industry is contagious. We are in the ‘happiness’ business where customers walk out the door with a big smile, feeling fabulous. This is extremely rewarding,” Pascoe said.
Third-year apprentice with Price Attack Marion in Adelaide, Hayley Mills, said she loves meeting new people and making connections with clients.
“I love it when the salon is busy and I can help the seniors. I get to ask lots of questions and learn new things. I think the industry has suffered because people think the hours are long and the pay has been an issue. But there is so much flexibility and it is so creative – no two days are the same,” she said.