Visiting a beauty salon third most anticipated post-coronavirus lockdown activity
Salons will be happy to hear that having a beauty treatment is the UK’s third most anticipated post-coronavirus lockdown activity, according to new research by Kantar Media.
Visiting a beauty salon is third on consumers’ list of things to do when lockdown restrictions are lifted, beaten only by a night out/drinks with friends at the pub in the top spot, and attending a live event or outdoor venue in spot two, the report found.
Beauty salons in England are estimated to reopen on July 4 under the Government’s coronavirus plan, but only if all factors have been met. Is your salon ready for reopening?
Kantar Media’s data was taken from social media comments and conversations regarding what people are looking forward to after coronavirus at the first week and sixth week of lockdown, with a focus on UK and global English speaking social media users.
During the first week of lockdown (March 23), beauty therapy was in the top spot as the activity people were looking forward to the most when lockdown lifts, the report found. However, having a beauty treatment dropped to slot three in week six (May 4) as the social distancing requirements implemented by Government took their toll, with many missing their friends and family.
Despite falling to third place, interest in beauty therapy post-Covid-19 is at an all-time high, with a 257% increase in social media mentions. As noted by Kantar, this shift in interest could be due to an uptake in “DIY beauty solutions.”
Activities people are looking forward to the most post-Covid-19 lockdown – week one vs week six:
“This data, pulled from social media, offers brands and businesses critical insight into what consumer behaviour might look like as lockdown eases here in the UK,” explains Andrew Nelson, client director for social media Insight at Kantar Media. “It proves that, above all, people miss people.”
Kantar intends to further this research by tracking search behaviour for each activity. “By using these insights and trends to keep a pulse on the attitudes and behaviours of consumers, brands and businesses will be well placed to both continue communicating with their audiences and engage with them around the activities they’re craving as we emerge from the lockdown.”
Has the coronavirus pandemic impacted people's beauty buying habits?
For more coronavirus advice, check our Coronavirus Support Guide to help navigate your business through these uncertain times.