Book in for Beauty: BABTAC Launches New Campaign to Support Beauty Professionals

 
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The British Association of Beauty Therapy and Cosmetology (BABTAC) are urging people to ‘Book in for Beauty’  to secure the future of the salons they love while improving their own wellbeing - an initiative supported by long standing BABTAC member and Skincare Guru Caroline Hirons. 

Research has shown that over 7,300+ beauty salons have gone out of business since March 2020 while  46% of remaining businesses report they're unsure if their company will survive.  Further research has also found that 1 in 6 redundancies have already taken place in our sector and only 40% of businesses could rule out further redundancies after furlough ends. 

Why do people still feel hesitant to go back for their beauty treatments?

We've spent the last year adjusting to the advice that being in close proximity to others, (especially indoors) is not safe.   We've become used to our new world, and it can be hard to imagine how we navigated things like we did before. Change is hard for many people, and for some, it could seem easier to stay as they are.  

BUT not booking in could be detrimental to your mental health  

According to The Mental Health Foundation, 42% of the UK population are currently experiencing worry or anxiety. Some of this could be down to a lack of human touch and interaction.  

While it is perfectly natural for all of us to have off days, if they are prolonged, this could lead to stronger feelings of depression and anxiety.  Something as simple as having your hair done or putting your make up on can make you feel like a new person. So it’s definitely time to get booking those beauty treatments! 

BABTAC CEO and Chair Lesley Blair says, "Constantly having to stay at home has discouraged the need for personal grooming, which could play a factor in rising anxiety levels. When we feel low, sick, or tired, we also tend to stop focusing on self care , which can affect our confidence”. She adds, “Generally when we take pride in our appearance, it boosts our confidence and makes us feel happier." 

 How do I know if my salon is safe?  

Still not sure how you feel about popping in for a pedicure? BABTAC want you to feel confident that it's completely acceptable to check what your chosen venue has in place.  

Salons still need to feel special  

"The introduction of rules and regulations can affect the in-salon experience, which means therapists need to factor that into their strategic approach going forward ", says Lesley Blair. "It's imperative that customers feel good both during and after their treatments as this will encourage consumers to return more regularly”.  

To counteract the reservations these new regulations cause BABTAC suggest some simple things that therapists and salons can do to encourage people to ring in for an appointment.   

  • Help the consumer feel safe and happy. Visually and verbally communicate all the additional safety protocols and procedures you have implemented for your clients wellbeing

  • Be Positive - try to avoid negative messaging or conversation. Instead, create a positive stance and experience, so they are less focused on all the new rules and regulations.

  • Be aware of how you speak to your client. Make them feel at ease and special. Include messages in your marketing like, 'Even though there are some new rules to know, your love of our salon won't have to go'. Or "We're here to look after your well-being from the minute you walk through our door".

Why salons need to cater for their client's mental health   

BABTAC suggest that salons may need to refocus when it comes to caring for their customer. "Therapists need to take a more holistic approach in their treatments", says Lesley Blair. She adds, "Now more than ever, beauty professionals need to consider their client's mental health. Adjusting your treatment menu to cater for the new world is a great first step to making people more inclined to book back in".  

Ideas could be: 

  • Combining treatments with visualisation and relaxation techniques. For example, simple breathing techniques to start and end facials or massages.

  • Mini massages to aid anxiety, which can be added to treatments. For example, a hand massage, while you have your hair colour done.

  • Treatments tailored to a new lifestyle. For example: Maskne facials for people experiencing spots from PPE or hand treatments for over washed skin.

  • Lip masks to wear under your PPE as you have your treatment.

  • Free printed masks to keep and wear.

  • Now it’s harder to talk - offer a list of uplifting podcasts or playlists clients can listen to.

 
Business and EducationNatalia Kulak