The attack on a hairdresser in São Paulo by a client dissatisfied with a hair procedure and the repercussion of the dispute between an influencer and a beauty salon in Alphaville highlighted a challenge faced daily by many companies in the sector: how to deal with consumer dissatisfaction before it turns into a crisis.

The debate takes place at a time of expansion in the segment. According to Sebrae (Brazilian Support Service for Micro and Small Businesses), around 236 thousand small beauty business were opened in Brazil in 2025, an increase of 18.5% compared to the previous year. For Saulo Abrahão, entrepreneur in the beauty sector, founder of the Duo+ salon and creator of Mentoria Voe Alto, most conflicts could be avoided with clearer processes and efficient communication from the first appointment.

“The client doesn’t just buy a procedure. She buys an expectation linked to self-esteem and her own image. When this expectation is not well constructed or is not well conducted, the chances of frustration and conflict increase. Technical preparation is essential, but the way the salon communicates also makes all the difference”, he states.

When a complaint gets out of control

In the two episodes that gained national repercussion, dissatisfaction took different paths. In São Paulo, a client was detained after attacking a hairdresser inside the salon. In the case involving a digital influencer, a complaint about amounts charged evolved into a public dispute on social media, with an exchange of accusations, mobilization of followers and the possibility of legal consequences.

According to Saulo Abrahão, one of the most frequent mistakes is to treat every complaint as if it necessarily represented a technical failure. “There is a difference between a service performed inadequately and a result that does not meet the expectations created by the customer. When there is an error, the company needs to take responsibility and seek a solution. When the procedure was carried out correctly, but the expectation was incompatible with reality, the path goes through dialogue and clarification”, he advises.

Well-aligned expectations reduce problems

In the entrepreneur’s opinion, many problems begin even before the service is provided. Explaining technical limitations, presenting realistic references, detailing costs and confirming that the client understood all stages of the procedure are measures that help reduce misunderstandings.

Another important point is to identify signs of discomfort even during the service. Changes in behavior, insecurity regarding the result, repetitive questions or displays of frustration should not be ignored. “When the customer shows that something is not right, the team needs to act quickly. Waiting for the problem to resolve itself usually only increases wear and tear”, he explains.

Service makes a difference in the solution

If the complaint happens inside the salon, the advice is to avoid discussions in front of other customers and take the conversation to a private environment. The objective should be to understand exactly the reason for the dissatisfaction and carry out a new technical assessment before making any decision.

When the manifestation occurs days later, by phone or messages, the attitude must also be cautious. “Lots of companies they immediately go on the defensive. The ideal is to listen to the client, invite her for a reassessment and identify whether there is an objective flaw or just a different perception of the result”, he explains.

Saulo Abrahão emphasizes that reimbursement should not be treated as an automatic solution. Depending on the situation, correcting the procedure or receiving care from another professional may be enough to restore the client’s trust. In cases of proven error, however, assuming responsibility demonstrates professionalism and preserves the company’s credibility.

Social networks magnify the impact of crises

As social media They have also changed the way these conflicts develop. A complaint published on the internet can reach thousands of people in a few hours, which makes a balanced response even more important.

“It’s never worth responding on impulse or exposing private conversations. Even when the salon believes it acted correctly, the stance needs to be institutional, respectful and focused on the solution. Often, the way the company manages the crisis weighs more on its reputation than the initial problem”, says the expert.

How to prepare the team for conflict situations

To reduce risks, Saulo Abrahão recommends that all salons have defined protocols for conflict situations. Among the main guidelines are:

• Listen to the client without interrupting her;
• Avoid public discussions;
• Objectively register the complaint;
• Carry out a technical assessment before making any decision;
• Define who will be responsible for handling the case;
• Avoid impulsive responses on social media and prioritize direct channels of dialogue.

“Team training cannot be limited to beauty techniques. Communicationservice and conflict management also need to be part of the routine. Every company is subject to facing complaints. What differentiates a professional business is the way it conducts these moments. A poorly managed crisis can cause losses much greater than the value of a procedure”, concludes the expert.

By Carolina Lara