INDUSTRY TALK
Beauty industry remains resilient in tough times Consumer behaviour around beauty is changing as a result of the global COVID-19 pandemic. P C Review looks at how a variety of beauty brands have adapted to the changes brought about by the coronavirus and their increased use of web-based solutions to reach consumers.
consumers alike during the pandemic. Using its effective skin care products,
L
the virtual consultations aim to ike many aspects of life
soon as it received its CIPC certificate,
target and repair skin concerns in a
under lockdown, COVID-19
the company could sell products
personalised way. In addition, it has
is accelerating significant
throughout lockdown.
launched a professional treatment
trends in the beauty industry.
Both Optiphi and Placecol products
kit, which empowers the consumer
Online tutorials, self-care and natural
are manufactured locally and have
to have a professional facial at home.
makeup are poised to become
not experienced any supply chain
This kit is available subsequent
even more important elements of
challenges since the start of nationwide
to a virtual consultation with a
consumers’ relationship with beauty
lockdown. Placecol has been able to
skin therapist.
and skin care products.
keep its stock levels up and continues
Many traditional beauty retail outlets have been
Stephnie-Anne Dickinson of Optiphi
to meet its customers’ needs. Skin Rejuvenation Technologies
It’s amazing to see how brands have turned to webbased technologies to add value during COVID-19
forced to sell their
owns and produces Optiphi products
products online while
and could easily adjust its production
spas and salons
line to manufacture hygiene essentials
remain closed. As a
like 70% alcohol hand sanitisers,
result, professional
surface disinfectants and facial or
skin care brand
body cleansers. As the lockdown
Optiphi quickly
evolved and toiletries became
launched an online
included in the essential products list,
store at optiphi.com
Optiphi was able to make the most
an appointment with the Optiphi
and has remained
of its product offering available on its
salon or therapist is still booked and
committed to
online store and the online stores of
a qualified Optiphi therapist virtually
supporting its
its stockists.
assists the consumer, taking them
stockists during this
“The uniqueness about this is that
through the at-home professional treatment procedure,” explains
customer who purchases retail
Using the internet to add value
products via the online store enters
Aside from the uptick in e-commerce,
training at Optiphi.
the name of their regular salon so the
it’s amazing to see how brands have
salon or stockist receives portion of
turned to web-based technologies to
skin consultations for its exclusive skin
the proceeds.
add value during COVID-19.
care brand, Skinderm. By doing this,
time by ensuring each
Placecol, a retail and professional
Optiphi launched virtual
Stephnie-Anne Dickinson, head of Perfect10 has also launched online
Mirande Rossouw of Perfect10 says the
skin care, wellness and salon brand,
consultations in an effort to support
salons have an opportunity to retain
had an existing online shop, so as
its clients (spa and salons) and
customers while ensuring they are
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| JUNE 2020 | P C Review
