It’s easy to feel powerless when thinking of those suffering more than we are as a result of the Covid-19 pandemic. But there are little things we can do to help. The beauty industry is among those to have been swiftly and painfully impacted by the crisis, with salons and clinics forced to shut as we all observe social distancing. In lieu of utilising their (much-missed) services, here are some small ways to help beauty businesses, as shared by industry pros.
Sam McKnight, hairstylist and founder of Hair by Sam McKnight
“Please keep buying what you need from your favourite brands’ websites, and those of their stockists – it will be a lifeline for many small independent brands. And follow your salon or stylist on Instagram for tips, and encouragement.”
Charli Howard, model and founder of Squish Beauty
“While I’m sure many are worried about their finances, smaller beauty brands need all the help they can get right now. Now is a great time to try out products from smaller beauty brands –sometimes smaller brands have cuter and more interesting products that you may never have noticed before. And if you need an excuse to treat yourself, chalk it up to “self-care” – looking after yourself is vital in this period.”
Alex Brownsell, hairstylist and co-founder of Bleach London
“Following your favourite brands online and on social media is a great way to support them during this time. So many businesses are looking at how they can bring their services to you at home, from streaming gym classes to virtual pub quizzes. At Bleach, we’ve just launched a Digital DIY Salon called “Hair Parties”, where you can have virtual consultations, and our stylists are answering a lot of hair colour questions on our Instagram stories.”
Tata Harper, founder of Tata Harper Skincare
“We have always thought of ourselves as a small, local business and we are thinking of our community now more than ever. In our Vermont factory, we shifted some of our manufacturing capacity to produce hand sanitiser and moisturisers for the incredible people working on the front line. It’s especially important, for those of us that are able, to continue supporting small businesses – the best way to show support for the Beauty Businesses you know and love is to spread the word with your friends, family, and the online community.”
Charlotte Tilbury, make-up artist and founder of Charlotte Tilbury
“Care for yourself and care for each other. Skincare is self-care. Now is the time to support each other more than ever, so I think it’s a great time to show someone that you love them by sending a little gesture here and there from a beauty brand to spread some joy.”
Gucci Westman, make-up artist and founder of Westman Atelier
“Feedback from consumers and clients is more important than ever right now. Tell your favourite brands what feels engaging, appropriate and responsive. As a brand founder, I want to react and respond to my community’s needs. Strengthening that connection is so important when we all feel isolated. Now, more than ever, we’re in need of each other’s support – we’re all in this together.”
Millie Kendall MBE, CEO of the British Beauty Council
“Supporting start-ups and innovators is what is going to future-proof our industry; these entrepreneurs have created Beauty Businesses and are passionate about what they do, but will be the ones to suffer economically. So, if you can, buy from and support them directly. For example, hairdressers are really struggling at the moment, there are 42,000 salons in the UK which can’t operate – buy your haircare from salons and salon owners rather than supermarkets.”
Susanne Kaufmann, facialist and founder of Susanne Kaufmann
“Almost everyone is affected personally and economically by this crisis, and we all suddenly have to adjust our daily rhythm. With all this terrible news, it’s a great pleasure for me to see how big and active our community is. I think it’s about supporting these loyal customers with our knowledge and experience. Anyone who knows me knows that I am very private, but now I like to step in front of the camera and share my experiences. From all my years spent in the spa and in the hotel with my customers, I can give tips on how best to care for your skin and pamper yourself at home. And it’s not just about our products, it’s also about healthy eating and exercise tips for home. We also support our retailers with tips on how to share this knowledge with customers. Our philosophy on holistic beauty is more important today than ever.”
Trinny Woodall, founder of Trinny London
“I think to still have a beauty routine is a key component of feeling well through this crisis. It’s good to keep practising the rituals we usually do in normal life, that set us up for the day. So rather than thinking, ‘Maybe I shouldn’t buy make-up’, it’s about thinking, ‘What would I like to learn? What do I want to look like?’ It might be also an opportunity to discover new brands.”
Adam Reed, founder of Adam Reed London
“From buying vouchers online and posting reviews of your favourite salons and spas, to commenting on and sharing social media posts and recommending your stylist or colour technician to your friends, there are so many little things you can do to help. Pre-booking your next appointment online can allow us to forecast, too.”
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Debbie Thomas, facialist and founder of D.Thomas Clinic
“If you’re in a fortunate enough position to continue to bring in a salary during this period, please consider buying gift vouchers from your favourite businesses – you can use them at a later date once things return to normality, and it will help ensure a revenue stream for them in the interim. Social media is also incredibly important, so liking and commenting on their posts boosts engagement, which means their content reaches more potential customers and creates interest in the brand. And finally, consider leaving your favourite beauty businesses a review if you had a good experience. This helps others know that you enjoyed the treatment, and will encourage bookings later down the line.”
Katharine Mackenzie Paterson, facialist and founder of KMP Skin
“Just having a client reach out to you, and knowing that they’re thinking of you and looking forward to seeing you when this is all over, is a massive boost to your morale and helps to put you at ease. I also recommend buying products directly from your facialist, hairdresser or nail technician, and if they’re offering any interim services, such as online tutorials, book in – this will be the only way a lot of Beauty Businesses will currently be making any money to cover their overheads.”
Krisztina van der Boom, co-founder of DryBy London
“The big problem for salons in general is that they exist by delivering volume, but they can’t generate that volume with anything at the moment (even die-hard fans buying product in advance won’t help them if the shutdown is lengthy). The biggest help – and the most sincere answer I can give – would be for everyone to stay in so that this lockdown is the shortest it can possibly be. More practically, consumers should buy products through small business e-commerce platforms, or vouchers for future treatments, as well as booking appointments in advance.”
Jo Malone CBE, founder of Jo Loves
“The beauty business is one of the most agile businesses in the world, but we need you to continue to support us, and we need you to talk to us and tell us what you need – if we aren’t doing something that helps you, tell us. People will want to enjoy life after this pandemic, and we have to be ready to go, ready to pick up and build, which is a huge responsibility. For now, we’re running an initiative within Jo Loves where we send the things you love the most to the people that you love. Fragrance is a huge part of that.”
Sharmadean Reid, CEO of Beautystack
“We ran a #Supportyourlocalbeautypro campaign, inviting clients to book for future or virtual masterclasses, and we’ve been really successfully selling a whole bunch of them. You’ve got to be adaptable and resilient, maintaining a relationship with your clients in a non-transactional way. Offer at-home tutorials and don’t worry about all the free videos on YouTube – your clients will be happy to pay a nominal amount. And above all, remember this too shall pass. People will always need beauty treatments, now more than ever.”
Culled From VOGUE
