Major steps are being taken by leading makeup labels to minimize the impact COVID-19 can have on consumers.
As the magnitude of coronavirus increases and it turns into a global pandemic, it is having serious impact on every industrial sector worldwide. Almost every business is being affected right now and people are taking major steps to prevent the transmission of the disease as much as possible, irrespective of the material loss it will result in.
This article primarily focuses on the precautions the beauty industry has taken to reduce the damage this can cause to the world. For instance, speaking of Pakistan, some salons have announced how they have decided to tackle the issue at hand, as of yet. Depilex Group has informed that they will only take clients by appointment while Nabila Salon maintained that their staff is taking stringent hygienic measures to ensure safety of their clients.
World over, considerable changes have been made in how beauty companies would operate now, amidst the pandemic we are currently witnessing, with clients’ health at risk, number of customers dropping and a major fall in sales. Here are a few of them…
Makeup testing and product sampling is a norm at retail beauty shops and department stores across the globe. However, in the wake of COVID-19, this is no longer advisable to assure safety of customers. Sephora, Ulta Beauty and other cosmetic companies have released statements confirming that all of the in-store makeup and skincare testing is suspended for now. As an alternative, customers are asked to make do with the companies’ online tools via their virtual beauty apps.
Cosmetic businesses and beauty professionals have to be super cautious with their routine practices, given the sensitivity of the matter. Licensed cosmetologist and makeup artist Blake Galtelli-Meek shared in a recent interview that he now starts makeup appointments by thoroughly washing his hands and applying alcohol. He also said he asks his clients to do the same. “We are seeing all over the news not to touch your face. Well, in my industry I must touch your face. So, I have to make sure I am keeping clean at all times,” said Gatelli-Meek.
With the virus officially affecting six out of seven continents, its impact on the beauty industry is widespread and severe. Due to travel restrictions and reduce in footfall in physical stores, sales have decreased considerably. In this situation, the digital sphere has proved to be a key player for many brands that are able to maximize sales until this subsides. Companies have switched to omnichannels for their customers to purchase products online instead of visiting stores. This has helped keep companies afloat. Many companies have also made significant donations towards finding an effective inoculation and treatment and hope to cut down on the time it takes for the industry to get fully back up on its feet, as well as looking out for the consumer and aiding in global epidemics such as this.
Nonetheless, there are a few big names in the industry that are yet to play a responsible part in reducing the impact of the disease as much as they can by paying attention to the health of employees and consumers, leaving their profitability aside.
Christian Dior, Guerlain and Givenchy producing hand sanitizers
Paris: Perfume and cosmetics makers Christian Dior, Guerlain, and Givenchy will use their production facilities to make hand sanitizer that will be provided to French authorities for free in an effort to fight the coronavirus. Luxury goods conglomerate LVMH (Louis Vuitton), which owns all three brands, announced the move in a press release on Sunday, saying the initiative was in response to the risk of a shortage.
“LVMH intends to help address the risk of a lack of product in France and enable a greater number of people to continue to take the right action to protect themselves from the spread of the virus,” said the press release.
The Christian Dior, Guerlain, and Givenchy production facilities are due to begin production of “large quantities” of hydroalcoholic gel, which is used as hand sanitizer, starting Monday.
That’s not all. Amid panic-buying and shortages of hand sanitizer over coronavirus fears, companies around the world are stepping up efforts to help, in some cases by crafting their own free sanitizing gels for those in need.
Multiple U.S. distilleries and even perfume factories in France have announced they’re using their skills and resources to create batches of the alcohol-based gels as free resources to those in their area.