Beauty Therapy: Bouncing Back from a Pandemic

The past two years have been a wild ride. With numerous lockdowns in countries around the world, businesses had to change and adapt in ways they’ve never had to before. The beauty industry has been one of the hardest hit.

Services across the whole industry all shut down. Many small businesses didn’t survive the lockdowns and restrictions while others needed to majorly adapt to remain profitable.

With the world constantly changing and the future unknown, there are a few things the beauty therapy industry, and in particular small businesses, can do to bounce back.

The challenges presented

Unlike many other industries, employees could not adapt their services to work from home. Throughout the lockdowns across Victoria, salons lost between 80 to 95 per cent of their income due to lockdowns. Not only this but there was a strong rise in mental health issues among employees from this industry.

On the other end of the scale, clients with body dysmorphia problems saw increased distress with the closures of beauty salons, even though social interactions had decreased and Zoom meetings took over.

As restrictions began to ease, the beauty therapy industry had to work out how to keep COVID-safe while still being able to do their jobs. The impact of these changes has already started to be seen, with a lot still unknown. Although we may see change for a while yet, the beauty industry is slowly starting to come alive again.

How businesses have adapted

How businesses have bounced back from their closures speaks volumes. Depending on whereabouts in the world you are, restrictions are different and constantly changing. Density limits, QR codes and vaccination statuses are terms we’ve all been forced to think about – something that 2 years ago, we wouldn’t have given a second thought. If businesses didn’t comply with these restrictions, they faced the consequences of a large fine.

To ensure they kept up with the times, the beauty therapy industry has done a lot to adapt. These include things such as:

Practising good hygiene: Many of us have gotten used to practising good hygiene – for some, it’s almost automatic that we reach for the hand sanitiser when walking in somewhere. Salons have done their best to ensure their customers have the best chance to practice good hygiene by leaving enough hand sanitiser in relevant places. This includes near the front door, in the bathrooms and anywhere customers may meet objects handled by others, such as magazines in a waiting room or pens at reception.

Checking people in: Whether it’s through a phone app or manually taking details, staff are becoming more accustomed to taking people’s contact details down. They are also managing expectations with those who are hesitant to have their details taken.

Checking vaccination statuses: A new concept to those in the beauty therapy industry is the checking of vaccination statuses. In many places, vaccinations are mandatory to enter certain venues, with restrictions put upon the unvaccinated in both Australia and New Zealand. Checking vaccination statuses is something that makes our beauty therapists uncomfortable, so make sure to be kind.

Upping the cleaning standards: Cleaning regimes have tightened and in a lot of places, lengthened. “Deep cleans” are now routine in a place where a case has been confirmed. With a constant flow of customers, beauty salons are getting used to an influx of people. This involves keeping on top of cleaning the workplace, to reduce the risk of transmission, as well as having the place professionally cleaned regularly.

How the beauty therapy industry can continue to adapt

Eliminate any unnecessary contact: Where possible, eliminate any unnecessary contact. Whether this is by changing bookings to an online system rather than a manual book used by multiple staff or sending out forms online to clients to eliminate the need for pens and a clipboard among customers.

Look into pre-booked appointments: To encourage customers to keep coming back, book in their next session before they leave, rather than leaving it up to them to book. If your business is forced into a lockdown again, it’s also a good idea to reach out to your customers and book them in for when you reopen.

Refresh your uniforms: If you haven’t updated your uniform in a while, or you don’t have one at all, now’s the time to do so. Having a fresh uniform not only gives off a more professional look, but it helps customers identify staff. Clean, crisp uniforms also portray your staff are taking hygiene and restrictions seriously. Biz Care’s range of tunics and lowers are perfect for a uniform refresh.

Introduce late or cancellation fees: If you haven’t already, consider introducing late fees or cancellation fees. This will cover you if someone decides at the last minute to pull out when you could have had that spot filled with someone else. However, carefully think about the terms of this, as you don’t want anyone who’s feeling unwell coming in as they feel like they have to “power through”.

See if there’s anything aside from your services your business can sell: Do you work in a place where you recommend certain treatments or products for clients in-between visits? If you do, why not consider stocking these products in a retail capacity, to introduce another revenue stream. If you don’t have certain products, perhaps consider introducing some branded merchandise to sell. This could be anything from towels to drink bottles to tote bags. As a bonus this is added exposure for your business!

Empower your staff: With so much time off work, staff may feel hesitant to take time off work or call in sick. Make sure you speak to your staff and encourage them to take time off if they’re unwell. Many of us have the mindset of needing to work through a cold, but in times like these, it’s a risk. Empower your staff to know that taking time off isn’t a bad thing and you support them and their well-being. This can include a detailed plan of what would happen if a staff member were to call in sick, so when it does happen, employees who are working have a way to manage the extra workload.

Keep connected: The most important thing the beauty therapy industry can do in the pandemic bounce back, is to keep their clients engaged. Communicating with customers is crucial for customer retention. Whether it’s updates on your services, alerts of any closures, or simply connecting with your community, communication goes a long way.

The beauty therapy industry has been hit hard by the pandemic. While it’s slowly bouncing back, the future of this industry is still unpredictable. If you’re communicating with your community and complying with regulations, your business is on the right path to heading back to a new normal. The Biz Care range has a wide selection of garments, all of which can be embroidered with your logo. Find your closest stockist here.