Estheticians and COVID-19: What to do With Your Beauty Business

You don’t need me to tell you that these are uncertain times – just turn the news on at any given point and you’ll face a barrage of new information surrounding COVID-19.

As a beauty brand, the current environment impacts your business in more ways than one. You’re having to quickly change and pivot positions to reach customers, most of whom are stuck at home for the unforeseeable future. Tough as the current situation might be right now, it’s also a learning experience for businesses in general.

Whether it’s a situation like what we’re facing now or yet another financial downturn in the future, use these uncertain times as an opportunity to check in with your business so that when things get better you can dust yourself off and THRIVE.

Four ways to adjust your beauty business practices during uncertain times

Keep Your Customers Updated

Depending on your product offerings, you might be dealing with supply issues or an abundance of orders. Do your best to keep your customers updated throughout the process – they’ll be understanding given the situation! You might even consider offering a discount to customers who want items that are currently out of stock or on back order.

Focus on the Online Growth

For indie brands especially, this is going to be a crucial moment. Most businesses are going to see a drop in sales, so take a look at your marketing budget and pivot to growing your online and social media presence. If you’re a brick and mortar business, this is even more important as you navigate uncharted waters regarding re-opening and getting everything back up and running.

Re-evaluate Your List

When things slow down, it’s time to check back in with your to-do list and focus on crossing things off. This includes things like creating valuable content – your audience wants it now more than ever before and you’ll be able to share it throughout the year. Develop new products that meet the changing needs of your customers, revamp your website, catch up with tasks you’ve been putting off and engage with your community on social media!

Keep Communication Open

From suppliers and manufacturers right on down to customers, make sure the lines of communication are OPEN. You need to stay in contact with your suppliers to ensure that you’re still able to create the products you need – especially if they’re working in different areas of the world.

Also, communicate with your team! Creating clear strategies and objectives – with realistic deadlines and targets – is really important right now.

Bottom line: during times like this you’ll need to get creative, remain calm and tap into what your customers are requesting.