The Hair Economy In This COVID-19 Era
Social distancing is a measure being used to curb the spread of Covid-19. As part of the social distancing measures, Prime Minister Scott Morrison, on March 24 ordered that nail salons, waxing, tanning, and most of the other beauty services remain closed. However, the hair salons could stay open, giving every client a time limit of 30 minutes.
Usually, the hair and beauty services may be classified as essential as a result of the social as well as community welfare aspects of the job. But, with a pandemic, the inability to maintain a significant distance apart for hairdressing becomes a problem.
It is most likely we’d follow the lead of various countries that have shut down their hair salons whenever there is a need for further social distancing measures.
Hair, as well as beauty services, remain popular even in times of economic decline.
During the Great Depression, people were still paying for salon visits, leaving out other essentials. But, the duration of time between salon visits seems to widen in times of downturn. Referred to as the “haircut index”, the frequent trips signify customer confidence. On the other hand, some people argue that customers purchase small luxury beauty items, for example, lipstick, whenever there is a recession (the “lipstick index).
Even in difficult economic times, people are still concerned with appearing reasonable.
Shane Perry, start-up business loan advisor from Max Funding, says, “With the COVID-19 pandemic, social distancing has made the activities in the beauty industry difficult. Many shop fronts remain closed when businesses have taken their services online, coming up with creative ways to connect with their clients. Many salons have come up with “lock-down” product packs they’re selling online. They’re producing “home maintenance” videos, while others are offering live digital consultations.“
It is not wrong to try to look good even during these challenging times; however, it is important to always observe health protocols in delivering excellent customer service.
Then, there are those taking matters into their own hands.
The direct-to-customer hair colour company Madison Reed is experiencing a vital growth shoot: that’s according to the company’s CEO while discussing her “coronavirus playbook” on glossy.
She noted that since mid-March 2020, the company’s sales have grown by a factor of 10 times. The company launched a Facebook live series in April. It was called “Colorist on Call” and was intended to teach people how they’d dye hair at home. “I don’t want to cut the salons business,” Errett stated on Glossy, “but I suppose there’ll be an increase in dualists, or rather people visiting salons and then dying their hair themselves.” Like the customers’ quick adoption of telehealth during the #StayHome pandemic, the behavioural change of the DIY hair colour at home may last longer, even after the first acute phase of the COVID-19 pandemic.
On the other end, there has been an increase in searches for “how to cut your hair”, since March 8, according to Google Trends.
With a limit in social contacts and the readily available social filters, this means people may feel the need to get a bit more creative with their style.
This shows a more significant trend for self-care while at home – as more people come to know the empowerment and social actualisation mental benefit that comes with learning and doing more on our own. Well equipped with evidence-based information for self-care, an individual can improve their home and health hub. Customers, as well as healthcare brands and providers, can reap from this trend. Health consumers are increasingly consuming and making medical care, wellness and, at the moment, self-service for personal care at homes.
