Heightened awareness towards hygiene
The beauty and wellness industry is all about proximity therefore when news of the pandemic spreading started, there was extreme fear in the minds of consumers about visiting salons.Realising that many consumers would be forgoing services because of concerns about close physical contact, the industry was quick in alleviating their fears by fast adopting new methods of working, new patterns of consumption as well as new ways of interacting. This change has been led by stringent hygiene and safety measures.
Says Pushkaraj Shenai, CEO, Lakmé Lever, “Covid-19 has impacted the very foundation of the beauty and wellness business – i.e. human touch, which includes both physical contact as well as an emotional connection. Detailed safety measures and enhanced protocols are top priority for customers today. At Lakmé Salon, we have implemented 55 measures designed with the help of a panel of doctors for the utmost safety of our staff and customers. Customers are also demanding quick and result-oriented treatments that give long-lasting results like the Dermalogica 15-minute Zero-Touch FaceFit and Eye Lift treatments and TIGI Copyright 5-minute SOS treatment for their hair.”
Adds Krishna Gupta, Founder & MD, Lloyds Luxuries, “Consumers are more aware now, and their first question for a salon is always regarding hygiene and precautions taken by the brand. Consumers are visiting salons less frequently, but are spending more time with each visit to ensure they get maximum number of services and treatments done.”
Neeraj Senguttuvan, Business Head, Godrej Professional shares, “Coronavirus has impacted every aspect of normal life – the way we eat, personal hygiene, the way we interact, the way we work, our leisure activities, and so on. Expectations on personal and space hygiene are now heightened and will remain so for a while to come. Practices such as washing hands for 20 seconds, regular use of a sanitiser which is a new norm today will gradually become ingrained in our psyche and become a habit going forward. Clients will be more discerning in their choice of commercial establishments and lter their choices basis the perceived hygiene standards that are maintained. Overall, this heightened hygiene awareness and protocols will not only help minimise the virus threat, but also help keep other viruses and bacteria at bay.”
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