Beauty industry was one of the most affected by the lockdown in NY. Almost all the salons are now closed, and sadly, many of them will never open again. Basically, these, of course, are representatives of small business. Industry leaders are pausing for now, as city governor Andrew Cuomo has reassured that beauty salons will be able to receive customers as early as June. Let’s see how the industry is going through this difficult time in NY.
In order to at least somehow stay afloat, stylists temporarily went online. They zoom on individual sessions to teach their clients to cut their hair on their own, send personal sets for dyeing and hair care complexes. Unfortunately, there is no exact date when beauty salons in New York work. But it is already known that the first time the occupancy of the premises should be no more than 25%, each master will be required to wear a mask and gloves, and customers will be given individual disposable sets that are in no way inferior to NASA's ammunition. Sets will include a hat, a bathrobe, a personal comb, a set for manicure. Experts predict that all these measures can lead to higher prices for services - the so-called unspoken “Covid Tax” (covert tax), which includes the costs of these precautions, will be added to the cost. According to analysts, for several years New York will recover from the economic consequences of self-isolation.
In the USA, the demand for online purchases has increased, Amazon has taken a large share of online beauty sales, this service has 100% debugged delivery throughout the country. The pandemic convinced everyone that doing business exclusively in offline space is very dangerous, so beauty brands are rapidly looking for new ways to develop - in addition to developing online stores, selling certificates for future purchases, generous discounts, samples and gifts, they introduce and use contactless methods personal beauty services, including using artificial intelligence and augmented reality.
For example, one of America's favorite services - Virtual Artist by Sephora (the app of the largest cosmetics retailer in America) is gaining momentum. In the conditions of impossibility to test products, this application allows you to try on any variations of the make-up online and thus choose the most suitable shadows, foundation or lipstick. L’Oreal and Shiseido are also working on smart applications that help you choose care and makeup based on your skin type, facial features, and so on.
New creative banners appear on the streets of New York. Beauty brands promote make-up for masked girls, focusing on the promotion of eye cosmetics - ayliners, mascaras, eye shadows, concealers. Chanel Beaute, Tom Ford Beauty, for example, create images that already include a mask in the make-up bow.
Bloggers also adapt to new challenges: they support their favorite brands and create bows with new trend names: “make-up for a video conference”, “home make-up”, etc.
We are developing new technologies with interest, including in the beauty industry, but still, Americans, like probably many girls on the planet, are really looking forward to opening their favorite stores and salons. After all, how nice it is when a professional shears, does styling, paints nails, and the makeup artist takes and makes make-up. It is not in vain that they say that going to a stylist is equivalent to visiting a psychologist.
Posted by: Beauty Expert, Daria Mudrova