As the beauty and aesthetics industry starts to reopen, we are beginning to see interesting trends. Business has changed for everyone, and our industry is no exception, but what are clinics and salons doing differently in a post-COVID19 world?
Obviously. Besides the fact that federal and state governments have mandated changes as a condition of reopening, owners and managers have realised that many clients will be nervous about re-entering clinics. Increased, well-communicated safety measures are standard across the industry.
Increased Promotions and Marketing
It would have been easy for clinics to rest on their laurels. After all, it’s highly likely that the boom currently being experienced by many states will continue for a while, mainly because clients are excited.
But, there has been a marked increase in paid online promotion over the last 14 days, and this trend will most likely continue. Additionally, specials and promotions (a particular salon promoting directly to large businesses springs to mind*) have become commonplace and make for an exciting market, both for practitioners and clients.
Less Hiring, At Least for the Time Being
Employers in all sectors are more cautious than they were. In the beauty and aesthetics industry, we have experienced a decrease in hiring, based on paid advertising for new positions. It’s easy to blame this on the coronavirus, but there is probably more going on than just nervousness.
For years we have been guilty of hiring people to fill effectiveness gaps. The last few months have given us time to think about how we operate our businesses and whether we can be more effective before we start spending money on additional staff. At Laseraid, we have seen an increase in enquiries to upgrade to the Candela GentleMAX Pro, a device known for its speed. This means that many clinic owners are focusing on treating more clients, faster, rather than opening up additional rooms.
As the old saying goes, “make hay while the sun shines,” and clinics that have reopened are doing precisely that. This is not a complicated formula: people desperately need laser hair removal treatments, and when there is limited availability they will, perhaps for the first time in years, readily go to a different clinic. Client lists can grow or shrink based on the number of hours being invested by the owners and managers of clinics at the moment.
We have mentioned before the importance of adapting to the “new normal,” as politicians keep calling it. There are plenty of lessons to learn from the states that have already opened if you are not one of them, there is still time to put together your reopening strategy.
*If you’re wondering, the promotion involved a free laser hair removal treatment for anyone in the company who presented a staff ID. This loss leader promotion increased bookings by more than 500%.