Throughout 2021, cities around the world have slowly begun to re-emerge from the cocoon of lockdown. Even through the fits and starts of science-backed reopenings, salons, day spas, medical spas, and brick-and-mortar beauty retailers have seen a marked uptick in consumer demand since vaccinations started rolling out in earnest. Self-care will continue, and it’s very likely to relocate from the sofa back to the salon chair.
It’s safe to say there are also a whole new host of motivations sending consumers back into the open arms of physical beauty businesses. In addition to wanting to look and feel good, that idea of pampering now carries the weight of necessity. Salon and spa customers sold on the emotional, mental, and social benefits of self-care have come to understand beauty treatments as sessions that support their ultimate goals in the world. Instead of viewing self-care as an indulgence, it’s now viewed as an everyday necessity.
In that sense, beauty businesses fulfilling the self-care fantasies of the post-pandemic masses are doing the good work of helping us look our best so that we can feel our best — and give our best to those around us. As consumers return to the work world, regardless of whether or not that means entering physical offices, many are reconsidering their priorities. To that end, questions about wellness abound after the pandemic forced society to face what’s truly important. Instead of burning the candle at both ends and prioritizing productivity above all else, people are returning to work with the understanding that self-care isn’t a distraction, it’s actually a secret to success.
This renewed emphasis on self-care also has economic implications and presents an enormous opportunity for retailers. According to a new report from NC Solutions, 39% of American consumers plan to increase personal care spending in the coming months. As consumers’ interest in wellness grows, so does their willingness to invest in products and services that support and sustain it. There are countless opportunities for beauty businesses to satisfy the growing demand for self-care, and those that adjust their mindsets to account for the new focus on resilience and holistic wellness are sure to win big.