Posted on 03/17/2021
2 min read
Wearing a mask requires, so-called facialist care, straight from the United States, has been unanimous in France since the start of the Covid-19 pandemic. While some women now tend to favor “no make-up”, they do not neglect their skin altered by the mask or the beauty of their hands strained by barrier gestures.
Are you one of those who have completely revised and corrected their beauty routine since the start of the pandemic? More natural and responsible products, less waste, less make-up, and a routine now focused on basic care … This is what Covid-19 has changed in just one year, according to the studies presented during the last months. And the wearing of the mask and the barrier gestures, entered into the customs, are not foreign to these upheavals.
Evidenced by the growing craze for hand beauty and nail arts, as revealed by data presented by Kiute, one of the French specialists in online booking of beauty services. The application of hydroalcoholic solution several times a day can be harmful for the hands, accentuating the dryness; which pushes women to redouble their vigilance and to turn to institutes to take care of them. Nail art is no exception and has also aroused the interest of women for a year.
The facialists, these experts with fairy fingers
The Covid-19 pandemic has brought up a new word, the masked, which we would have gone well without. These are redness, pimples, and other imperfections directly related to wearing the mask. As a result, women are turning to facials to deal with this new phenomenon, and they have even adopted new practices straight from the United States: facial treatments. Face sauna and gym face are currently among the most popular services practiced by these face experts with fairy fingers.
In the same vein, wearing a mask has forced the French to put the package on the look, the only part of the face that can still be seen. The browlift, a method which consists of restructuring the eyebrows, is on the rise… and it is anything but a coincidence.
Beauty treatments are resisting the crisis
The health crisis had little impact on the fields of beauty care and hairdressing; consumer interest has not weakened for this type of service. According to data presented by Kiute, more than 600,000 queries for the terms “hairdresser”, “institute”, “hair removal”, and “nail salon” were made each month on Google in France in 2020, an increase of 22% compared to the previous year.
And if reservations for these services have fallen by 34% in France in 2020, the average basket, including purchases of additional products, has increased by 30% between 2019 and 2020. The ultimate observation and not least, the pandemic has made online booking a (almost) compulsory visit before going to a salon or institute. Kiute indicates that the share of salons using online reservations has increased by 20% in one year, responding to growing consumer demand.
The data, unless otherwise stated, comes from studies and figures provided by Kiute via its partner salons. For the average basket, the average was calculated over all the 10,000 Kiute Pro user lounges on the basis of their tickets collected in 2019 and 2020.
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