After a challenging period, the iiaa team share their top tips to help salons and skincare businesses ensure a successful return.
Changes in the industry & Consumer Behaviour
The pandemic has affected many aspects of our lives, and the new consumer habits that we have formed will shape behaviour over the festive season and beyond. We have seen many businesses making swift changes to adapt to a new environment, and this has resulted in all of us looking for new and innovative ways of working.
In March 2020, when salons were forced to close their doors and treatments were no longer available, many businesses upscaled their retail operation and their online and social media presence. These channels became a lifeline for many business owners as it enabled them to continue trading during lockdown.
To support and facilitate these changes, we introduced the iiaa digital client journey and consultation which has enabled salons to conduct virtual consultations and continue recommending and selling products. Zoom calls, virtual classrooms, Instagram lives and webinars are now the norm and consumers are embracing a new virtual world.
The Growth of Online Sales
In recent months consumers have spent a record amount of time online, even those of us who usually avoid online shopping have enjoyed browsing goods and products from the safety and comfort of our homes.
According to research, there was a 111% boost to the number of online beauty transactions since the start of the Covid-19 crisis in March1. The extra time on our hands during lockdown led to many of us spending more time investigating what we really need from our skincare products and reviewing our beauty routines. The ingredients below are those which caused the most buzz in 2020, as consumers took a renewed interest in their skin health.
Most searched Beauty Ingredients 2020
- Vitamin C
- Castor Oil
- Hyaluronic Acid
- Salicylic Acid
- Benzoyl Peroxide
- Witch Hazel
The anti-ageing powerhouse retinol has had double the number of searches in 2020 as it did in 2019, and search volumes for Hyaluronic Acid have increased by 400 per cent, meaning it is by far the most popular acid on the market.
Salicylic acid has also grown in popularity especially since the beginning of 2019, with over 370,000 Google searches for the BHA (beta hydroxy acid) – 182 per cent more than last year
With consumers now adjusted to online shopping, social distancing measures still in place and many still cautious about a second wave, online retailing will remain a priority platform where clients can still purchase the products they use and love.
READ THE FULL ARTICLE IN YOUR SEPTEMBER 2020 EDITION OF THE BULLETIN