The beauty fix

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The beauty fix

Tuesday, 30 June 2020 | Ayushi Sharma

The beauty fix

Many brands, which have lost out on shelf sales and pickups by salons and parlours, are therefore rolling out DIY kits for replicating salon-like experiences at home, says Ayushi Sharma

The lockdown and the growing emphasis on hygiene have given a new twist to the beauty industry, simply because it has made people realise that there are many essential items that can be found in their kitchen, which can help them deal with their grooming and looks. Recently, many brands, which have lost out on shelf sales and pickups by salons and parlours, are therefore rolling out DIY kits for replicating salon-like experiences at home.

 Given the realities of working from home, following all the precautionary measures such as social distancing and mandatory wearing of the masks, the desire to wear make-up and fragrances is declining. As a result, along with the rise in DIY treatments — which had increased even before the pandemic hit — users are logging online to buy grooming kits that include products such as eyebrow shapers and tweezers, face massagers and hair trimmers. The next most sought after products are those that work on your skin routine.

Whether you want to make your own scrub or a home-made manicure at the fraction of the cost of your usual one, there are all sorts of kits in the market. Vibha Khanna Rastogi, Director of Sawadhee Traditional Thai Spa, shares the reason why customised kits are the way for the future, now more than ever. She says, “DIY treatments are on the rise right now as a lot of people are working from home and have more time on their hand than usual to experiment with ingredients easily available. Earlier, they had the luxury of stepping out of their homes to grab a professional service. Now they don’t have that liberty. Many beauty brands are also regularly sharing tips and tricks for easy DIY methods, encouraging more people to indulge in them.”

Dr Blossom Kochhar, founder and chairperson of the Blossom Kochhar Group of Companies, tells us that since the lockdown started, she herself has been teaching her clients to do DIY treatments with kitchen ingredients as they are natural and can work wonders for the skin. There will be more clamour for buying DIY products online, notes Shahnaz Husain, founder and chairperson and MD of The Shahnaz Husain Group. She has also been planning to launch her new range of herbal sanitisers soon.

 In view of the global health crisis, debates and conversations around building immunity and inner wellness have reached the zenith. “At-home experiences like facials, face-masks (sheets), hair colour are on the rise. Brands are doing tutorials to create a salon-like feel at home using the same products available at a salon or a spa. It’s amazing to see people preferring lasting wellness over instant gratification,” says cosmetologist Seema Nanda, founder of Estetico — The Facial Bar.

Companies have suddenly redirected their pitches to express that their products are still relevant. Now, they have been targeting consumers by promoting various make-up routines on how to look your best while attending virtual meetings and video conferences. Also, they are presenting “skincare” as a calming ritual that offers a quick breather from the lockdown-induced anxieties. Recently, L’Oreal India shared that they were engaging with users online to help them colour hair at home. “It might be time to take eyebrow grooming into your own hands,” reads a line on an Instagram post of a makeup brand, Revlon, telling consumers that they can turn themselves into a pro. “You are doing your part by staying in, so we at Schwarzkopf want to help you feel like your best self at home,” reads another caption on an Instagram post by the hair colouring brand. They recently shared ten foil methods to achieve the fully highlighted effect in order to help address consumers’ concerns of limiting time outside of their homes. The ads and campaigns play up products in tune with the times such as skin, eye care and home hair-colouring kits. These are largely played out on social media instead of using television as a media.

The beauty industry has been resilient in the past but could this pandemic have a different outcome? And also, will this have a long term effect as people might start getting comfortable with the DIYs and avoid repetitive visits? Let’s find out what experts have to say.  “We believe people go to a luxury spa or salon, not just for the treatment but for the experience at large. DIY treatments have existed long before the pandemic hit us but people were still preferring to go out as it’s much more relaxing and done by a professional. The whole experience is very calming and rejuvenating and that cannot be substituted by DIY treatments,” says Vibha.

 Dr Kochhar and Seema add on that DIYs are great. With the products that brands are now offering, they can help you in taking care of yourself but what a professional service can do is way different. “It involves proper techniques, machines and the right kind of environment to give the right effect. May be off for a few months, people might not come for repetitive services but once they feel comfortable about the hygiene standards practised at the salons, they would be interested to visit,” says Seema.

“The current DIYs that are trending are the use of seasonal fruits like papaya and watermelon for face packs and scrubs. Also, rice flour for scrub, honey and aloe vera for moisturising, banana and glycerine for hair nourishment are really popular when it comes to making packs at home,” shares Dr Kochhar.

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