How Covid-19 Could Change Our Approach To Aesthetics and Beauty
June 2, 2020

How Covid-19 Could Change Our Approach To Aesthetics and Beauty

There’s no escaping it, the global outbreak of Covid-19 has had an incredible effect on all areas of society, with this major public health crisis forcing us to change the way we live and work at every level. Whilst strict safety measures have been necessary on the journey to bringing coronavirus under control, it’s hard to deny the very real impact these restrictions have had on both the aesthetics and beauty industries. 

Yet, the question we must ask ourselves is: in a post-lockdown world, how will our approach to aesthetics and beauty change? Following careful observation of how these businesses have evolved to survive in the last few months, and how consumer behaviour continues to fluctuate, we’ve been able to outline the following considerations. 

The future is digital 

The businesses that failed to establish an online presence before the arrival of Covid-19 will have been left with no choice but to try and embed themselves into the digital landscape during lockdown. With beauty salons, aesthetic clinics and all other associated businesses forced to close due to lockdown, it’s those who have adapted to life online under social distancing that have been best able to survive the drought.

During this period, clinics and business owners have found success in the delivery of online skincare tutorials and consultations via Zoom and other virtual meeting platforms. Social media has proven an invaluable tool to maintain communication with clients in a contactless way and keep customers up to date on both the latest Covid-19 developments and how these have affected their businesses. Several beauty and aesthetics brands have even offered online deliveries of products for the very first time, making use of social media channels to publicise this new way of working. 

All things considered, these recent trends could be indicative of a much more digital-focused future, particularly when it comes to aesthetics businesses. With Zoom consultations becoming so popular and the need for social distancing and improved hygiene protocols in clinics post-COVID, patients are likely to still undergo initial assessments from the comfort of their own homes. Online sales and marketing techniques could also open businesses up to greater opportunities in terms of gaining international clientele, a potentially lucrative new revenue stream. 

A new “normal”

The days of large treatment menus, completing admin tasks in person and being asked to sit in waiting rooms could also be over when clinics and salons once again open their doors. Instead, those who provide aesthetic, beauty and wellness treatments may need to focus on a smaller offering of treatments and limit the number of people they see every day. Post-lockdown, there will still be a real emphasis on social distancing, a new “normal” way of living that will call for adjustments to how we conduct ‘face to face’ contact-oriented business. 

In addition, along with remote consultations it could be that admin tasks will also be carried out in a similar vein, with all paperwork and consent forms being completed online rather than in person. Of course, those treatments that necessitate close contact with practitioners – fillers, for example – are likely to be conducted with both practitioner and patient covered in appropriate PPE. Some businesses may even choose to operate a strict one-in, one-out process to reduce unnecessary social contact. 

With the world now fully alert to the dangers of poor sanitary practices, it’s also virtually guaranteed that each and every aesthetics and beauty business with a physical premises will enhance their cleaning protocols, a practice that will also go some way to limiting the number of people that can pass through their doors each day. 

Changing priorities 

As yet, it’s unclear as to how much Covid-19 will have changed consumers’ priorities when it comes to aesthetics and beauty. There are some who argue that the rise of Zoom has allowed people to scrutinise their appearance more closely, which could possibly lead to a surge of interest in certain treatments and tweakments. Indeed, as those who regularly invest their money in these sorts of procedures are quite often in possession of a high disposable income, it could be argued that very little will change here. 

Yet, there are some statistics that support a completely opposing argument, with many enjoying the freedom that Zoom has given them in not needing to make themselves look “presentable” for meetings and a reported 82{e442a131e25ab01b06f1090e505c3450b206776ca13ce7bbc157d81da6f3d916} of people choosing to reduce the amount of makeup that they wear on a daily basis. This could be a suggestive of a decline in the revenue of makeup brands in the future, a potential occurrence supported by the idea that customers have been much more keen to invest their time and money in other skincare, self-care and hygiene products such as soaps, serums and bath oils throughout the Covid-19 crisis. 

Kendrick PR

Whatever the future holds, it’s clear that the worlds of aesthetics and beauty will start to look very different over the next twelve months. At Kendrick PR, we’re passionate about both of these industries and have taken pride in helping all our clients navigate a strange and challenging period of time. To find out more about what we do, or to make an enquiry, visit our website today.