Most experienced business people will agree that the key to success is being flexible and open to change – especially when things get tough. For the health and beauty industry, no time has been tougher than during the current Covid-19 pandemic. Many salons, spas and hair stylists have been shuttered for the majority of the last 12 months, with only a brief respite in the summer and at Christmas. And now, during these early months of 2021, while normality is in sight thanks to the availability of new vaccines, it looks certain that it will be a slow, cautious and phased return for beauty professionals and other “hands-on” businesses.
So what will the professional beauty business look like when it opens up again? And what will your clients, and your market, look like? And how can you prepare? In this feature, we look at how you can pivot your business in a time of great change.
- Look at your market – has it changed?
- Do you need to change your premises to suit the changing needs of your clientele?
- Have your clients’ needs changed?
- Don’t just take our word for it, see our experts’ advice below
- Liz McKeon - Top Global Salon Business Expert
- Grace Crowley – Buttercups Uniforms
- Jane Casey - Pluto Digital
- Hidai Degani - Global Consultant, Advisor, Mentor & Speaker
- Upskills Webinars
- Virtual Showcase and Awards
Look at your market – has it changed?
In a period of rapid change, it’s important to update yourself on your market, both potential and existing. Has it changed? Do you need to refocus your marketing efforts on a new market sector? One very lovely thing that did emerge during the pandemic is a renewed sense of community, and the realisation that we need to look out for each other. This extended to local businesses, with more and more people making the effort to “shop local” in the run-up to Christmas. For beauty businesses, this means looking after your existing and loyal clients, and reaching out to the local community as much as possible. Most towns and villages have specific community pages on Facebook, along with club and organisation pages – reach out to these and see how you can support your locality now and in the future. Perhaps offer local delivery for retail products during lockdown, or a special offer for locals when reopening. For your existing clients, keep in touch with an email campaign offering practical tips and advice for getting through the lockdown. For instance, if you specialise in skincare, offer some tips on keeping your skin in order while staying inside. And, when you have a date for reopening, offer appointments to your existing clientele first. Keep communication friendly and light, and resist the urge to sell, sell, sell.
Do you need to change your premises to suit the changing needs of your clientele?
Naturally, if your target market and their needs have changed, you may need to look at how you run your business and the physical state of your business. The immediate big change that springs to mind when it comes to the current pandemic is the need for strict cleaning and tracking protocols. For the hair and beauty industry, these can be found through HABIC. But while it’s tempting to think of these as temporary, the reality is that your clients’ perceptions and expectations have changed permanently. Cleanliness and tidiness are now all-important for clients to have confidence in your business. In a practical sense, go that extra mile by cleaning down tools and surfaces in front of customers, ensuring your staff is wearing a clean and smart uniform, supplying plenty of cleanser or soap and water at key points in the salon, removing any clutter from the salon, issuing a questionnaire and safety guidelines in advance or at the start of the appointment, and ensuring every part of the salon is tidy – even those hidden corners such as tanning booths, bathrooms and staffrooms.
Have your clients’ needs changed?
The third consideration is what you offer your clients – do you need to pivot your offerings to suit your new market and their needs? This should be looked at on both a short-term and a long-term basis. In the short term, beauty clients might be looking for “damage control” treatments, eg corrective facials, grooming treatments like waxing and laser, haircuts and colour. However, the pandemic has potentially had a permanent effect on the business. Online retail became more important than before, and if you don’t have an online presence, get one now. Ideally, clients should be able to buy products and book online. Another potentially useful online offering is a virtual consultation, for either retail or professional treatments. This reduces the number of people in the salon if they need a consultation before booking; it also gives you a chance to upsell and market your services to clients without them having to physically come into the salon. In a time of change, thinking outside the box and getting creative are key. Use this downtime to research, renew and prepare. Look for expert advice from those in the business and find resources that give sound advice. For instance, Professional Beauty offers a number of great resources for pivoting your business – these are well worth a watch.
Don’t just take our word for it, see our experts’ advice below:
Liz McKeon - Top Global Salon Business Expert

Grace Crowley – Buttercups Uniforms

Jane Casey - Pluto Digital

Hidai Degani - Global Consultant, Advisor, Mentor & Speaker

Upskills Webinars
Magazine has a fantastic range of webinars available during the lockdown. If you haven’t already, we would recommend following them and checking out their previous webinars.
Virtual Showcase and Awards
Always keep an eye out for opportunity getting your skills showcase and any types of beauty awards.
Beauty Serve – Showcase your skills at the Virtual Hair Beauty Show