Brand Support

It’s been a tough year for the beauty industry, but many suppliers have stepped up, with initiatives that promise to support salons and spas throughout the coronavirus pandemic, writes Amanda Pauley

Coronavirus (Covid-19) has drastically impacted the beauty industry in ways no one could have foreseen, with the Government forcing salons, spas and mobile and home-based therapists to close their doors – twice – in a bid to help slow the spread of the virus.

The pandemic forced beauty businesses to adapt to its unstable landscape, with many launching virtual consultations, online workshops, and click-and-collect services as new ways to generate revenue, while also completely changing the salon environment to adhere to the Government’s social distancing restrictions on reopening.

As such, the financial toll that Covid-19 is taking on small businesses is ongoing, which is why professional brands have stepped up with initiatives and schemes to support UK salon and spa accounts in ways the industry has never seen before.

From skincare brands including Katherine Daniels, Germaine de Capuccini, Sothys and Crystal Clear offering drop-shipping services during lockdown so clients could buy products and have them delivered to their door; to Lash Perfect, Shared Beauty Secrets, Louella Belle and others converting their training to online courses, brands have tried to make life easier for businesses during this time of uncertainty.

Companies such as Premier Software even froze clients’ direct debits throughout the first lockdown, and we saw collaborations, including Skinbrands joining forces with Medik8 to launch Reopening Support Packages for salons, which included free PPE and a 20% discount on Medik8 orders.

The priority across the board was, and still is, to bring beauty back stronger than ever, and brands are now offering even more vital support as the pandemic rolls on. These are the initiatives to take advantage of…

Credit extension and other financial schemes

Aesthetic device manufacturer 3D Aesthetics has helped accounts with its Business Stimulation Initiative, which allowed owners to introduce the brand’s new equipment into their salon or spa at heavily discounted prices, while paying just £50 per month for the first six months.

CACI is encouraging beauty pros to think about the future with its Business Bounce Back After Lockdown Scheme, where pros can buy a Synergy system during lockdown and pay nothing until their business can reopen. It requires no capital outlay and low start repayments at just £50+VAT per month.

French skincare brand Guinot has been generous with credit for accounts struggling with cash flow and is also pushing ahead with its free PHD Business Training Programme, which aims to help salons increase profits and improve their marketing, social media and operations.

If you want to switch up the nail brands you’re using in salon but you’re struggling to find the funds then it’s worth checking out The Georgie Smedley Group’s Trade-Up Scheme. It allows nail techs to switch to Gelish by exchanging old nail products from other brands for a discount of up to 50% on Gelish opening orders.

Online training and webinars

Advanced Esthetics Solutions (AES) is delivering continual technical support and educational webinars to accounts throughout the pandemic, as well as offering training via video calls for those in regional lockdowns.

Image Skincare’s online portal gives access to more than 30 educational webinars, covering business tips, treating specific skin conditions and how salons can use the brand’s latest offers to make more revenue. It has also extended its drop-ship programme for accounts free of charge.

Skincare brand Dermalogica has doubled its digital streaming classes as well as establishing its Global Business Resource Page, which gives access to financial planning guides and online marketing material. The brand’s Affiliate Program also allows therapists to earn 25% commission on the RRP of retail products bought by their clients through dermalogica.co.uk.

Plus, manufacturer and distributor Salon System has been hosting regular Instagram Lives, where experts in lashes, brows and waxing offer crucial troubleshooting advice.

Marketing support and materials

On top of its free webinars for professionals, Celluma has launched the Skinposium Happy Hour – an online event to help educate salon and clinic customers on the benefits of light therapy, helping to promote the service for its accounts.

Aromatherapy brand Eve Taylor’s “You’re in Safe Hands” initiative aims to restore client confidence post-lockdown with in-salon materials, such as decals and tent cards, which give assurance to customers that all necessary Covid-19 safety policies are in place. The brand’s Support Your Therapist Campaign is also encouraging consumers to buy products from professionals rather than big online retailers.

Make your salon reopening a success post-lockdown 2.0 with Phorest’s Let’s Get Back in Business toolkit. From email and SMS templates to Covid-19-sepcific safety features, this resource will help you reopen your doors in December successfully.

Meanwhile, Aromatherapy Associates’ revenue-generating In-Room Wellbeing Experiences are helping hotel-based spas reach out to guests who are nervous about venturing back into their facilities due to Covid-19 concerns. The concept lets consumers recreate the spa treatment experience in the comfort of their own room with a five-product kit.

This is just a taster of the measures pro brands have put in place. Turn the page to find out more about some of the most in-depth support schemes from the directors who developed them.