The beauty edit: what is the new norm post-Covid 19?

We’re all waiting (with a little nervousness) to see what July 2020 has in store! One week in, we’re starting to see industries gearing back up. So, so far so good. Well, apart from Kanye West announcing his candidacy for the US presidency, but that’s a whole ‘nother story… Let’s focus on the beauty industry – with many salons opening up, what’s it like to go for a haircut post COVID-19? Even with the use of masks and disinfectant, there is a different feel to the whole experience. Starting with temperature checks and ending with no chit-chats that we are all so used to. Hair and beauty services platform Treatwell experienced a record demand for hair appointments with figures showing an incredible 2250% increase in bookings. Is it time for more beauty brands to push harder for product placement in hair salons? It’s difficult to predict and understand how things will evolve – the best a brand can do now is to be as proactive as possible to meet this rapidly changing consumer behaviour.