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Some brands offer virtual beauty treatments to perform from the comfort of your home. Image: Shutterstock / Potential Filmmaker via AFP Relaxnews.
Some brands offer virtual beauty treatments to perform from the comfort of your home. Image: Shutterstock / Potential Filmmaker via AFP Relaxnews.
Are you tempted to turn your bathroom into a beauty salon and do your own facial, advised by a trained esthetician? That is what the South African brand Optiphi offers in this period of physical distancing, with its latest range of professional treatments at home.
What is the concept? Request the necessary products adapted to your skin type, then follow a virtual consultation to apply the products. Is it a glimpse into the future of salon treatments or a fad with a limited shelf life?
The blocking measures have generated a lot of frustration in terms of beauty routines. Both men and women have searched the internet for ideas, tricks and tips to refresh their haircut, dye their hair or treat themselves to a moment of well-being through treatments that will be carried out from their bathroom.
While many beauty professionals have reopened their salon doors, some brands anticipate a potential second wave lockdown, or are simply looking to the future of the beauty industry, by digitizing their skincare offerings. That is the case with Optiphi, a South African brand, which has launched digital facials.
How does it work?
To take advantage of these new generation facial treatments, all you have to do is order one of the three kits offered on the brand’s website, which will be delivered to your home, and wait for a beautician to contact you. with you to make a virtual appointment. . During the session, the professional will guide you step by step to carry out the treatment with the appropriate gestures and mix the products if necessary, advise you in relation to your skin type and monitor if your skin reacts well to the application of the different products.
While this new approach to skincare treatments sounds tempting, some questions arise. Is it really possible to reproduce the often highly technical gestures of beauty professionals? And what about the relaxation aspect, inherently implicit in a high school date?
“Due to COVID-19, many concepts like this are destined to emerge, but they take it from being a moment of advice and relaxation to something virtual, without any pleasure. It ends up being something quite different, ”said Dr. Isabelle Rousseaux, cosmetic dermatologist and board member of the French Union of Dermatologists.
When beauty goes digital
The blocking measures have shown that men and women are ready to move digital for many services in many areas. However, consumption patterns continue to be very different from one country to another with specificities for each one.
Can the digitization of a sector like beauty be compatible with the French art of living, the famous “French touch”, which is often inseparable from the notions of coexistence and pleasure? Nothing is less secure.
“In France, people are quite attached to beauty treatments in salons. I don’t think this concept works here, unless people can’t leave home. However, in 10 years, I can say the exact opposite, who knows? But not in the present ”, stressed Rousseaux, who nevertheless believes that this type of digital concept could be developed in the future.
The blackout periods have helped shake things up a bit. While beauty professionals have not had time to develop these types of home care products and care, many have begun offering online diagnostics ranging from skin to hair, so that everyone can buy the most appropriate products or perform successful hair coloring at home. DC
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