“I'm going up. Now down. Up again. And down! " - the queen of aerobics, American actress Jane Fonda lies on her side and dashingly makes swings. No, this is not a moment of nostalgia for the 80s, not an old school videotape. Exercises 82-year-old Jane demonstrates in the most youthful social network - TikTok. “There are so many different workouts today. But I want to show you mine. Join! " - calls on the actress in her personal account janefonda. Spectacular comeback. And most importantly - how symbolic.
While we're in quarantine, home fitness is undergoing a renaissance. To verify this, you just need to open Instagram. Here's Naomi Campbell doing lunges with a weight. Model Karlie Kloss shares 10-minute full body workouts. And now we remember friends and colleagues who write down stories every morning, how they stand in the plank, jump, squat … It looks like the tape has turned into an impromptu gym.
Of course, the boom in healthy lifestyles happened thanks to sports projects that also work remotely: on Instagram, YouTube and Zoom. For example, the World Class fitness club chain organizes group workouts (from functional Les Mills programs to meditations). Yoga studios have also switched to digital. “Now all that is needed for the lesson is to spread the rug and follow the link,” says Anna Lunegova, founder of the Material project. Yoga broadcasts on Instagram are also conducted by the "Breathe" studio. According to its founder, Artem Khabeev, live broadcast is good because it gives motivation. People just don't want to skip pre-planned (and paid) classes. Even cycling fans have the option to practice. Do you want to rent a bike? Call Zaryad Studio. The simulator will be delivered to your home with a nice bonus - a subscription to all online trainings of the project.
Anna Vishnyakova and Artem Khabeev, "Breathe" studio © instagram.com/dishistudio/
About beauty salons
With salon procedures at home, everything is much more complicated than with fitness. It is not for nothing that memes about how girls will look after quarantine are flashing on the Web: there is a "grown" gel polish, and black roots on a blonde three months ago. But jokes are jokes, and somehow it is necessary to remove the resistant coating from the nails. Especially for this, KYNSI salons prepared kits for removing gel polish and made instructions on how to use them correctly. Learning to take care of your skin and hair professionally is also real. To help - Authentica's life hacks using the #BeautyRutinaVoVremyaQuarantine hashtag and online consultations with Ultraceuticals dermatologists. Well, in the Milfey online store you can order professional care for the face, body and hair. And also a thick protective mask. Or two - after all, there is a deficit.
As for the salons: by decree of Moscow Mayor Sergei Sobyanin, at the beginning of the pandemic, they were still allowed to work with a medical license. However, the beauty community did not understand how to apply this in practice. So, in the instagram of the owner of the health and beauty center "White Garden" Oksana Lavrentieva, a post appeared with the opinion of Yulia Shumakova, the director of the salon: should I explain the reason for my bewilderment? One more nuance. Citizens (read: clients) are politely but firmly advised not to leave their homes - to leave only for acute household or medical needs. Hence the question:Will the referral for facial cleansing or lip filler that we have written out be sufficient reason? There are also a lot of unclear points regarding profitability: from the cost of consumables to the risk of fines for violating unknown norms. Perhaps, for now, I will silently wait for the development of events."
To protect the industry from unemployment and receive government assistance in a difficult economic situation, the owners of beauty projects have united in the Association of Beauty Industry Entrepreneurs (APIC). “The current crisis is not a problem of one particular salon, it is a problem of a global scale, and it must be solved at the legislative level. We turn to the authorities for assistance,”explains Alla Akperova, founder of the Moskvichka Brow & Beauty Bar and Moskvichka Nails chains. - Now only in their power to support our industry and stop the total unemployment that may occur. We are conscious people and do not have the moral right to completely lay off employees, but without the participation of the state it will not be possible to hold out for a long time."
The pandemic has hit the salon industry hard. “It’s not surprising that when the Russian government approved the list of sectors of the Russian economy most affected by the spread of coronavirus, it included beauty salons,” says Anna Dycheva, CEO of Reed Exhibitions Russia, the organizer of the InterCHARM beauty exhibition. “The only thing that industry professionals can do today is improve their skills and support clients with online home care advice. This will not give income now, but theoretically it can give results (in the form of customer loyalty and audience growth) after self-isolation."
Brands and professional development of craftsmen are engaged. For example, the InterCHARM exhibition, which has always been a center for acquiring knowledge for the professional community, now conducts educational programs for nail service specialists, hairdressers, makeup artists and cosmetologists. Most of the content is free to access.
Hair stylist training materials have also appeared on the L'Oréal Professionnel website. There you can watch master classes on coloring techniques and get acquainted with product information. All this is also free.
About beauty giants
The factories of the French LVMH group, which produce cosmetics brands Dior, Guerlain and Givenchy, now make sanitizers. The company supplies them to French hospitals. The American brand Mary Kay also threw its capacities into the production of disinfectants. In Russia, the Librederm brand and the oldest domestic manufacturer of cosmetics, the Svoboda factory, were engaged in the manufacture of sanitizers. A large batch for the needs of the headquarters for the fight against coronavirus was donated by the Faberlic brand. And the L'Etoile network has allocated 10 million rubles. to the charitable foundation "Old Age in Joy". With this money, disinfectants will also be bought.
In the UK, which is among the top 10 countries with the largest number of cases of infection, the founder of the Dyson brand, billionaire James Dyson, is helping to fight COVID-19. CNN reported that at the order of the government, he manufactured 15,000 ventilators. To do this, Dyson's team teamed up with specialists from the UK National Health Service and the independent company The Technology Partnership.
A good initiative is carried out by the L'Occitane brand: it supplies doctors with hand creams. In Russia, the action is held under the auspices of the #Wrestling project together with the Access Charitable Foundation. This is how, giving Karite creams, the brand helps to restore skin damaged and dried out with disinfectants. And expresses gratitude to those who save us from the virus day and night.
Quite predictable: in quarantine, girls will reduce their makeup in favor of skin care. On the one hand, there is no need to paint. On the other hand, there is finally time to enjoy the beauty rituals without haste. The good thing about the home office is that you can broadcast on a conference call with patches under the eyes and a mask on your hair.
The fact that the skincare segment is becoming more in demand is evidenced by the numbers. According to the NPD Group, in the US for the week of February 22-29, sales of cosmetics grew by 4%, and skin care products - by 13%. “For players who have been actively developing online sales of cosmetics, such as L'Etoile and Sephora, this is a high point. The demand for skin care products, especially hand creams, is growing, - notes Anna Dycheva. "And now consumers can devote time to themselves and fully realize the growing trend in selfcare: anti-stress treatments with body creams, baths and other pleasant rituals."
Over the past 60 years, the beauty industry has been quite resilient in relation to all economic difficulties and was the first to come out of crises. The term "lipstick effect" even appeared, when in a financially difficult period a woman refuses designer clothes, but compensates for the "loss" of new cosmetics. “The hope is that the crisis will not be protracted and consumers will not find themselves in constrained economic circumstances,” continues Dycheva. "Judging by China, the dynamics are positive: the consumption of cosmetics is recovering."
What's in store for the industry? There are two scenarios. “First, consumption will be moderate due to economic circumstances. And also - more thoughtful and cautious, due to stress, - explains Anna Dycheva. - The second option is systematic growth. In this case, the consumer will try to compensate for the missed "joys of life". Of course, it is too early to make forecasts. The future of the industry depends on the duration of the pandemic and the attendant challenges (eg unemployment, falling incomes and falling currency). And, of course, from the mood of people after leaving self-isolation. In general, we are watching the events on the market. And we do not lose our optimism. ">