5 minute read
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.
Like many aspects of life under lockdown, COVID-19 is accelerating significant trends in the beauty industry. Online tutorials, self-care and natural makeup are poised to become even more important elements of consumers’ relationship with beauty and skin care products.
Many traditional beauty retail outlets have been forced to sell their products online while spas and salons remain closed. As a result, professional skin care brand Optiphi quickly launched an online store at optiphi.com and has remained committed to supporting its of Optiphi stockists during this time by ensuring each customer who purchases retail products via the online store enters the name of their regular salon so the salon or stockist receives portion of the proceeds.
Placecol, a retail and professional skin care, wellness and salon brand, had an existing online shop, so as soon as it received its CIPC certificate, the company could sell products throughout lockdown.
Both Optiphi and Placecol products are manufactured locally and have not experienced any supply chain challenges since the start of nationwide lockdown. Placecol has been able to keep its stock levels up and continues to meet its customers’ needs.
Skin Rejuvenation Technologies owns and produces Optiphi products and could easily adjust its production line to manufacture hygiene essentials like 70% alcohol hand sanitisers, surface disinfectants and facial or body cleansers. As the lockdown evolved and toiletries became included in the essential products list, Optiphi was able to make the most of its product offering available on its online store and the online stores of its stockists.
Using the internet to add value
Aside from the uptick in e-commerce, it’s amazing to see how brands have turned to web-based technologies to add value during COVID-19.
Optiphi launched virtual consultations in an effort to support its clients (spa and salons) and consumers alike during the pandemic. Using its effective skin care products, the virtual consultations aim to target and repair skin concerns in a personalised way. In addition, it has launched a professional treatment kit, which empowers the consumer to have a professional facial at home. This kit is available subsequent to a virtual consultation with a skin therapist.
“The uniqueness about this is that an appointment with the Optiphi salon or therapist is still booked and a qualified Optiphi therapist virtually assists the consumer, taking them through the at-home professional treatment procedure,” explains Stephnie-Anne Dickinson, head of training at Optiphi.
Perfect10 has also launched online skin consultations for its exclusive skin care brand, Skinderm. By doing this, Mirande Rossouw of Perfect10 says the salons have an opportunity to retain customers while ensuring they are keeping up with their prescribed skin pushing people into of level two of the care routine.
Tzvia Hermann, founder and director of the Laser Beautique, Beautique brands and Beautique academy, comments: “We have focused on online sales and free online skin and hair consultations. All our products are now available to buy online. We have our amazing BeauRejuve home device and we’ve launched DIY treatment kits. We can only trade in level one, so we have had to become creative. Our business will not survive if we don’t become creative and launch new revenue streams. We have even launched a few new PPE products.”
Innovating with crosschannel marketing
Previously to COVID-19 a lot of beauty brands never really made it a priority to go fully digital, as traditional brick and mortar sales tended to bring in more revenue. Yet cross-channel marketing has become more important than ever, particularly for professional brands sold in spas and salons, which remain closed due to lockdown regulations.
Tayla Wrede, Placecol brand manager, says the brand has always engaged with its customers on digital platforms.
“However, we have increased this by doing live videos on Facebook and Instagram as well as live Q&As where we can engage our customers on a more personal level and truly help them. Our messaging has changed to truly touch the hearts of our customers during this time and to spread positivity.”
Prior to COVID-19, Placecol’s advertising campaigns were carried out both above and below the line. “Our above the line marketing mainly takes place in malls and in our salons. But as salons are closed and people aren’t frequenting malls, we have had to increase below the line activities,” she explains. “Our messaging on digital platforms has had to be adjusted, as we are used to pushing people into our salons. Instead we have changed our messaging to encourage consumers to buy from our website as well as sending them helpful tips on how to continue their beauty regimes at home.”
Making a vital impact
It’s clear, these and other savvy beauty brands are adjusting how they do business and their content to maintain a vital connection with their customers while hoping to reach new consumers.
DID YOU KNOW?
According to the Kantar SA, COVID-19 barometer study, the global pandemic is having a radical impact on how South Africans shop. A total of 22% of South Africans said they are using online shopping more frequently. For under 35s, 42% say they are shopping less at physical outlets in favour of e-commerce. Source: Bizcommunity.
Matt O’Grady, global commercial president at Nielsen Media also suggests ‘showing that your brand is making an impact in the community or demonstrating new ways to use your products could increase your customer adoption in the long term’.
Optiphi joined hands with Joen Masks at the start of level two of the nationwide lockdown, making the beautiful and practical masks produced in the Hoedspruit region by Silvia and her son, Collins, available for purchase via the Optiphi online store. All the proceeds from the sale of Joen Masks are returned to the Hoedspruit region and a portion of the proceeds is shared amongst four local charities which Joen supports. Dickinson says they are very positive that Optiphi will flourish even through these difficult times.
“At Optiphi, we are very passionate about our products, philosophy and honesty about our results and product benefits. Once you choose Optiphi as your skin care brand of choice, there is no turning back. We are continuously re-visiting innovative product development and technological advancements to reach our consumers, as well as support our stockists through these uncertain times,” she concludes. •
