Towards an Increasing Digitization of Facial Skin Care? via Premium Beauty News

27 October 2020

For financial reasons or for fear of contamination in the salon, consumers are increasingly tempted to turn their bathroom into a beauty salon and do their own facial care! However, in this period of social distancing, South African brand Optiphi is offering to combine its latest range of professional at-home treatments with advises by a trained beautician, through a virtual consultation. A way forward for beauty professionals?

Lockdown measures have generated a great deal of frustration in terms of beauty routines. Both men and women have scoured the internet for ideas, tips or advice to refresh their haircut, do a hair color, or treat themselves to a moment of well-being through treatments to be performed from their bathroom.

A sector severely impacted by the health crisis

While many beauty professionals have eventually reopened the doors of their salons, with sometimes drastic health and safety measures, they are struggling to regain lost ground. In France, according to a study carried out by consulting firm Asterès for the French beauty federation (FEBEA), beauty salons should see their annual sales fall by 25% in 2020.

However, some brands are anticipating a potential second wave lockdown – or simply looking ahead to the future of the beauty sector – by digitalizing their skincare offer. That’s the case of Optiphi, a brand from South Africa, which has launched digital facials.

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A sector severely impacted by the health crisis