Reopening the Beauty Industry: What Can We Expect?

While the UK has only just begun easing lockdown, with spas, beauty & hair salons anticipated to open in July, other European countries have long since eased lockdown measures. In order to help plan for that highly-anticipated moment, Treatwell and their partners have gathered insights and data to understand and prepare for what will be peak for the beauty industry.

1. Bookings will shoot up

As many of you are already experiencing, clients are eager to come into the salon to attend to their beauty needs. Those not yet on waitlists will be the first to call in and book once a definite time for reopening the salon is known. The number of bookings shot up when the lockdown was lifted in Europe, with daily bookings exceeding those pre-lockdown for both new and repeat customers.

Research showed more clients booking in online than walking in or over the phone. This change of behaviour can be attributed to using the internet while in lockdown. As a result, therapists spent less time booking, and more time performing treatments.

2. Salons have extended their opening hours

To meet the demand, give time in between each client to clean the area and safely spread customers throughout the day, some salons have extended their opening hours. Hand in hand, peak times have become less prominent across the board, Mid-morning appointments have been increasingly popular, particularly around 10am. This is most likely because customers are so much more flexible with their time – whether because their working hours have changed or they’re working from home.

3. Hair Appointments are the most booked, closely followed by nails

Haircuts and colour are the first thing people are booking after lockdown, with appointments almost double in comparison with before lockdown - men haircuts are the most popular treatment. Nail appointments have also seen a spike with almost double treatments compared to pre-lockdown.

Eyebrows and hair removal treatments also saw an increase in bookings when comparing before and after lockdown, by 20% and 10% respectively.

4. Salons have raised their prices - but clients understand

Some salons have raised their prices by 5-10% to cover the cost of increased cleaning time, spreading clients and the cost of PPE and lockdown. Clients have been shown to understand when the price increase is explained as one to protect them from risk, and when the increase is proportionate to the costs you face.