Micromobility company Lime has launched a so-called ‘helmet hair salon’ after discovering that 10 million UK adults are choosing style over safety.
The salon was set up by the e-bike and e-scooter operator in partnership with hairdresser Blue Tit to encourage Lime riders to wear a helmet.
New research from Lime revealed fear of helmet hair as a motivation for neglecting safety, as more than three quarters (79%) of bike and scooter riders have ridden without a helmet.
The revelation comes despite the fact that four in five UK riders (82%) know that wearing a helmet will help prevent injury during an accident.
Young people are particularly affected, with two in five 18-34 year-old riders (42%) admitting to avoiding sustainable transportation for fear of a bad hair day.
To combat this, the salon will offer tips and a free dry styling session. Lime is also giving away free helmets to encourage Londoners to stay safe.
Alan Clarke, senior director, public policy, Northern and Eastern Europe at Lime, said: “Our data confirms that people often avoid wearing helmets, despite feeling safer when using one.
“As we look to a positive future of e-bike and e-scooter riding, with Londoners having already completed one million Lime e-scooter and six million e-bike rides to date, we want to empower more safe and sustainable riding throughout the summer and beyond.
“You can book an appointment and our partners at Blue Tit will show you how to refresh your helmet hair style, or create a style that looks great and won’t get ruined when wearing one.”
The pop-up opened at London King’s Cross Station and will continue with free appointments available at Blue Tit’s Portobello Road salon throughout June and July.