Hair Salon Franchise · Beauty Care
Tory Hair (MOZ TORY) Standardizes Salon Consulting Across 90+ Stores Nationwide with becon AI Scalp Diagnosis
Leaping Beyond Accessible Pricing to 'Data-Driven Professional Care'... Nationwide rollout of becon AI scalp analysis solution drives customer trust and boosts scalp care revenue
TORY HAIR
Tory Hair is a leading hair salon franchise in South Korea, boasting over 200 branches nationwide and more than 6 million cumulative members. Recently expanding its brand identity to 'MOZ TORY', the company also operates stylish sub-brands including 'IDE BLANC' and the premium line 'LUCIEL BNEL HAIR', leading the accessible salon culture through transparent pricing with no additional hair-length charges and professional salon care.
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Industry
Hair Salon Franchise · Beauty Care
スケール
Over 200 stores nationwide (Becon solution implemented in over 90 branches)
By introducing becon's AI scalp analysis solution to key branches nationwide, Tory Hair delivers objective, data-driven 1:1 personalized consultations before hair procedures, maximizing customer trust and successfully connecting in-salon treatments with home care.
Background
The need to establish data-driven professional consultation systems and differentiate scalp care services for a large-scale salon franchise
Application Type
Standardization of pre-procedure AI scalp diagnosis across 90+ stores nationwide and integrating 1:1 personalized treatments and home-care recommendations
Impact
Maximizing customer trust, increasing average ticket size through scalp treatment and home-care sales, and standardizing high-quality service across nationwide franchises
Tory Hair (MOZ TORY) is one of South Korea's representative large-scale hair salon franchises, operating over 200 locations nationwide with more than 6 million cumulative customers.
Having built strong customer loyalty through its transparent fixed-pricing model with no extra charge for hair length, Tory Hair expanded its brand portfolio with stylish sub-brands like IDE BLANC and LUCIEL BNEL HAIR, striving to elevate the customer journey from simple hair styling to specialized scalp and hair wellness care.
Traditional salon consultations often relied on subjective visual inspections and individual designer intuition, posing challenges in presenting objective evidence of scalp conditions or the necessity of specialized treatments.
To overcome this, Tory Hair introduced becon's AI Scalp Analysis Solution across more than 90 key branches nationwide—including MOZ TORY, IDE BLANC, and LUCIEL BNEL HAIR—driving digital transformation in pre-procedure consultations.
■ Standardized Pre-Procedure AI Scalp Diagnosis: Before undergoing procedures like perms or coloring, clients receive a precise scalp assessment using the becon IoT scanner, measuring 10 key scalp indicators including sebum, dead skin cells, follicle density, sensitivity, and hair thickness. Clients visually review their scalp condition on screen with their stylist.
■ Data-Driven Personalized Treatment Integration: Stylists use objective AI diagnostic reports to identify sensitive or heated scalps, proactively recommending protective pre-treatments and tailored in-salon head spa routines. Because recommendations are backed by measurable data rather than arbitrary sales pitches, customer acceptance and satisfaction have increased dramatically.
■ Curated Home-Care Solutions: Extending care beyond the salon chair, stylists curate optimized home-care regimens—such as targeted shampoos, ampoules, and tonics tailored to each client's specific diagnostic profile—establishing a comprehensive daily scalp wellness routine.
Key Results of becon AI Implementation
■ Elevated Professionalism & Trust: Elevated the brand perception from an accessible, value-focused salon to an advanced, tech-enabled smart salon offering scientific scalp consultations.
■ Increased ATV & Retail Sales: Boosted the Average Transaction Value (ATV) through increased uptake of add-on scalp protection treatments and head spa services, alongside heightened sales of curated home-care products.
■ Nationwide Service Quality Standardization: Ensured an identical, high-standard digital consultation experience across 90+ locations, significantly standardizing service quality across the entire franchise network.