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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 or tips to refresh their haircut, dye their hair or treat themselves to a moment of well-being through treatments that are performed from the bathroom.
A sector seriously affected by the health crisis
While many beauty professionals have finally reopened their salon doors, with sometimes drastic health and safety measures, they are struggling to make up lost ground. In France, according to a study carried out by the consulting firm Asterès for the French Federation of Beauty (FEBEA), beauty salons should see their annual sales fall by 25% in 2020.
However, some brands anticipate a possible second wave lockdown, or are simply looking to the future of the beauty industry, by digitizing their skincare offering. That is the case of Optiphi, a South African brand that has launched digital facials.
Virtual appointment
To take advantage of these new generation facial treatments, all clients have to do is request one of the three kits offered on the brand’s website, which will be delivered to their home, and wait for a beautician to contact you. with them to make a virtual appointment. . During the session, the professional will guide the client step by step to mix the products if necessary and carry out the treatment with the appropriate gestures, give advice in relation to the client’s skin type, and check if their 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 gestures, often highly technical, 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.
“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 presentRousseaux highlighted, 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. Although beauty professionals have not had time to develop these types of products and care for the home, many have begun to offer online diagnostics, whether for skin or hair, so that everyone can buy the most appropriate products or do hair coloring at home. Solutions that sooner or later should be more available.
In fact, digitization, online skincare, and traditional salons can be complementary. In any case, this is what Jean-Michel Karam is betting on: the creator of the IOMA brand has just bought France Eyebrow workshop network of salons. Customers will be offered the ability to subscribe to an at-home skincare service guided by a smartphone app. “We will develop synergies between the two subsidiaries, our digital beauty solution ENPI and the Atelier du Sourcil network. Furthermore, the technology provided by L’Atelier will also be enormous. There are many innovative solutions to enhance the services and solutions in terms of personalization according to the morphology of the face,Jean-Michel Karam told Premium Beauty News in a recent interview.
