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Brief Published: 6 May 2020

Beauty Services Most Missed During Lockdown

Beauty Services Most Missed During Lockdown

According to new research from London-based data, insights and consulting company Kantar, beauty treatments such as haircuts and manicures are the top priority for consumers once lockdowns are lifted – great news for the struggling beauty services industry.

Kantar applied human and artificial intelligence to global English language social media conversations around the virus and quarantine to find out what consumers are most looking forward to doing after Covid-19 lockdowns are lifted.

Between March 24 and March 30 2020, discussions around beauty therapy after quarantine had 507 social media mentions, versus 215 for eating out or going to the cinema, and 195 for nights out, going to the pub, and having drinks with friends. Shopping received just 91 mentions, while travelling saw 74 mentions, and going to the gym was only mentioned eight times.

This analysis suggests a boom in beauty salon services post lockdown, which will be key to recovery as businesses may need to stay shut, with many therapists and stylists furloughed for up to six months or more.

In the meantime, consumers are attempting to recreate their much-missed treatments at home. Global searches on image-sharing platform Pinterest for “spa days at home” increased by 105% between March 11 and March 24, while Google searches in the US for hair-colouring products increased to more than 65,000 between February 16 and March 28 2020 (Spate, 2020). 

For more on the beauty opportunities during and after the coronavirus, see Cosmetics in the Wake of Covid-19.