Consumers have become their own hairdressers, estheticians, barbers, and manicurists during the shutdown. As consumers attempt to maintain their beauty regimes, there will be an increase in demand for products such as hair dyes, hair-removal creams, and wax strips, self-tanners, and nail products, among others. This has created an opportunity for brands and retailers to cater to the immediate need; however, DIY may be sticking around as consumers are likely to be mindful of spending on the other side.
As Walmart CEO Doug McMillon said, we’re in the “hair color” phase of panic buying. Hand sanitizer, disinfectants, frozen pizza, and toilet paper are giving way to DIY beauty tools and products.
The Professional Beauty Association (PBA) reported in 2019 that in the US, the salon and spa industry consists of more than 1.2 million businesses, bringing in more than $57 billion in sales. According to GlobalData’s Q3 2018 consumer survey, 59.8% of consumers globally use salons and spas for treatments. As the pandemic stretches on, consumers are looking to replicate salon treatments, providing an opportunity for nonessential stores that remain shuttered and brands that invested in DIY content.
Kate Ormrod, Lead Retail Analyst at GlobalData, comments: “Essential health and beauty items such as paper products and bathroom toiletries are being prioritized, with more frivolous purchases abandoned by many. However, as the weeks go by and shoppers want to treat themselves and regain a sense of normality, we expect them to seek out at-home beauty and grooming alternatives now that their usual destinations for treatments are temporarily closed.”
Ormrod continues: “GlobalData research reveals that of the 60% of global consumers who use salons and spas for beauty or grooming treatments, 18.9% attend appointments at least once a week, with usage higher among females. Additionally, attending salons and spas is particularly rife among younger shoppers, with 74.1% of 25-34s receiving treatments—with the under 44s, therefore, more likely to carry out at-home treatments during the lockdown.”
The professional beauty community is also responsible for fueling the DIY trend with brands offering generous affiliate programs not only to salons and spas but also to individual stylists, estheticians, and nail techs. Expert “how to” content has surged on social platforms.
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