The Underestimated Resilience of the Beauty Industry
Believe it or not folks, we are now 6 months into quarantine living. School has migrated to strictly online classrooms, vacations have been postponed, and sporting events and concerts are cancelled for the foreseeable future. A lot of our jobs have also taken a little bit of a hiatus, although some would argue that is much needed. While the world has seemed to come to a complete stop in efforts to slow this virus down, one things stands true– the beauty industry is more resilient than people give credit. Most people are facing an unsteady income and less wiggle room in their budgets since COVID-19 has landed on our shores and a lot of consumer products are facing the repercussions. However, beauty products seem to be reaping the rewards of just that. If quarantine has taught us one thing it has been the importance of self-care. People now more than ever are experiencing the joy of treating themselves and self-indulgence.
Of course, just like with any industry, the way we do business has changed but we are still doing business nonetheless. Foot traffic product purchases are down, while online shopping is through the roof. With #stayhome trending on every social media platform, customers are turning more towards their phones and purchasing their favorite beauty products right from the safety and comfort of their couch. On top of that, beauty brands like Fenty, Tom Ford, Too Faced, and Anastasia Beverly Hills are all offering never before seen promotions on some of their products, that are too good to pass up. Other beauty brands are also rising to the occasion in their own way by shifting their product lines to cleaners and sanitizers. Brands like Humankind, Chi, and Orly, along with 25 other skincare brands, have all created their line of sanitizing sprays and moisturizers to help fill that demand. To check out the complete list of brands and their pricing, click here. Just like toilet paper, hoarding beauty products is a real thing!
Historically, this isn’t the first time our industry has shown some resilience. During the recession in 2008, there was a high demand for beauty products, notably lipstick. What was later coined as the “Lipstick Index”, consumers forgoed buying expensive luxury items and instead bought smaller, more affordable products that brought them joy, i.e. lipstick. Researchers are seeing that same pattern take shape during this recession with products like face masks, nail polish, and mascara. Skincare is another line of products that are doing considerably well amongst consumers. Some brands are even reporting profits as high as a 400% increase between their March 2020 and April 2020 sales! Between the stress and downtime that this pandemic has brought, people are taking this time to invest in their skin care. In addition to facial serums and lotions, customers are also turning their efforts towards soap and body wash products, with overall sales in the U.S. having risen 7.5% between March and April alone. As we wash our hands more vigorously, people are splurging on products that will not only kill the bacteria and germs but also do our hands some justice in providing some much needed moisture.
While beauty products and cleansing supplies may be holding their own, industry professionals aren’t sure on how this pandemic is going to affect our salons and spas. In an industry where human contact in inevitable, owners and professionals are still gauging clients’ reactions to in-person services, even with all of the extra health and safety measures put into place. Here are a few ways to help bring a little extra reassurance to your clients and customers.
1. Eliminate an unnecessary contact
Aside from the in-person services, adapt to the idea of making every other part of the appointment as contactless as possible. From booking appointments and socially distant waiting rooms to virtual consultations and online payments– the less contact, the better!
2. Rake in the retail
With e-commerce rising in the ranks, if your salon or spa offers an online store, turn your efforts to promoting that! Consider offering special discounts to clients when they buy multiple products online, emphasizing the products that you used during their appointment. That way, your clients can achieve that salon style from home in between appointments.
3. Reduce beauty services
Just like you want to minimize your clients’ interaction and unnecessary contact points, consider minimizing your service menu. With online booking, you’ll be able to space your appointments out far enough to ensure you allow yourself enough time to deep clean in between services without feeling rushed. With less stations and staff available due to COVID-19 guidelines of 6 foot distancing and smaller gathering sizes, why not consider cutting back on some of your services? With less space, that means less sink and dryer availabilities and less tools. We know it’s not ideal but consider finding a way to give your clients that same great experience all while keeping them safe.
4. Keep it clean
Cleanliness and sanitation may already be at the forefront of your business practices but with a pandemic right on our heels, it’s time we step it up a notch. Aside from creating a welcoming environment for your guests, it’s also important that we create a cleansed, virtuous aura. Whether you’re offering hand sanitizing stations, complementary face masks or took it a step further by introducing new high grade equipment, let your clients and staff know that health and wellness is top priority.
5. Stay close and connected
It is more important now than ever that you take an active roll on social media. With so much uncertainty going on, your clients are going to have a lot of questions in regards to safety and protocols and even adjusted business hours and services. Engage with your followers and keep them up-to-date, especially when it comes to best practices and new health standards. But more than anything– keep the positivity. Boost morale on your feed and though times right now may not be ideal, they are manageable and each day is an opportunity to grow.
For more information on what Creative Images Institute of Cosmetology is doing to stay ahead of the health curve, check out our previous blog and follow us along on Facebook for news and service updates. Though salons and spas and other beauty services may not be operating at full capacity, they are still flying high. During times of stress and anxiety, people turn towards self-indulgence and the world of beauty is here to feed that desire and we always will be. Our industry has seen some struggles but nothing that we cannot overcome. Prepare- Adapt- Create.