COMPARATIVE ANALYSIS OF ARTISTIC HAIR COLORING TECHNIQUES: EVALUATING THE EFFICACY OF THE AIRTOUCH AND SASAK METHODS IN MODERN HAIR AESTHETICS

Purpose: In the burgeoning domain of hair aesthetics, the advent of artistic hair coloring techniques has attracted significant attention among beauty professionals and clients. The study compares two prominent techniques: AirTouch and Sasak (Weaving), which aim to evaluate efficacy, aesthetic results, and consumer acceptance. Design/Methodology/Approach: Using an experimental-comparative design, 78 trained observers assessed the final results of hair coloring using standard instruments. Quantitative data analysis includes descriptive statistics, normality test, homogeneity variance, and independent sample t-test. Findings: The results showed no statistically significant difference in the mean aesthetic score of the two techniques (p > 0.05), although AirTouch showed results more consistent with the normally distributed scores. The findings suggest that both techniques are equally effective in achieving hair color targets (ash brown), with AirTouch offering smoother color transitions and Sasak providing bolder contrasts. These results are crucial for stylists in choosing the appropriate technique based on the client's preferences and desired results. Research limitations/implications: The findings contribute to the growing body of knowledge in hair aesthetics and cosmetic science by providing empirical evidence that different artistic hair coloring techniques can yield statistically comparable aesthetic outcomes. This supports the notion that aesthetic effectiveness is not solely determined by technique selection but also by execution quality and stylist expertise. The results enrich theoretical discussions on aesthetic evaluation in beauty practices by highlighting the role of visual transition smoothness and contrast intensity as distinct yet equally valued aesthetic dimensions. Practical implications: From a practical perspective, the study offers valuable guidance for hairstylists and beauty professionals in selecting coloring techniques based on client preferences rather than perceived technical superiority. The AirTouch technique may be recommended for clients seeking subtle gradients and softer visual transitions, while the Sasak (Weaving) technique may be more suitable for clients desiring bold, high-contrast effects. These insights can inform professional training curricula, salon consultation practices, and technique selection frameworks in the beauty industry. Social implications: The findings of this study underscore the social significance of artistic hair coloring as a form of personal expression and identity construction in contemporary society. By demonstrating that both AirTouch and Sasak (Weaving) techniques yield comparable aesthetic outcomes, the study supports greater inclusivity and autonomy in appearance-related decision-making, enabling individuals to choose styles based on personal preferences, cultural values, and social identity rather than perceived technical superiority. The results also suggest that high quality aesthetic outcomes are attainable across salons with different resource levels, contributing to more equitable access to professional beauty services. Moreover, evidence based comparisons of widely practiced techniques can strengthen transparency and trust in stylist client interactions, fostering ethical practices and informed consumer choices within the beauty industry. Originality/value: This study offers original empirical value by providing a controlled experimental comparison of AirTouch and Sasak (Weaving) hair coloring techniques using standardized aesthetic assessment and statistical testing, an area that remains underexplored in existing hair aesthetics research. Unlike prior studies that primarily rely on practitioner narratives or stylist preferences, this research applies quantitative evaluation to objectively assess aesthetic outcomes. By demonstrating statistically comparable effectiveness while identifying distinct visual characteristics associated with each technique, the study contributes novel insights that bridge cosmetic practice, aesthetic theory, and evidence-based decision-making, thereby supporting more informed professional training and client-centered styling strategies.