The Covid-19 pandemic has been exhausting on magnificence salons and spas. Within the spring of 2020, most companies have been pressured to shut their doorways completely. Some cities allowed for partial reopening over the summer season for a interval of weeks or months, solely to close service companies again down once more. If open, salons have needed to implement new protocols, together with asking clients to put on face masks and limiting the variety of folks within the retailer at anybody time. The financial recession additionally has delivered a blow, as many shoppers have needed to minimize non-essential expenditures from their budgets. But nonetheless, the wonder business is predicted to develop by 5 p.c per 12 months or $52.7 billion between now and 2027.
Within the midst of the tumult, two pioneers of the single-service magnificence salon business – Anna Phillips of The Lash Lounge and Andrea Mundie of skoah – share how their corporations proceed to thrive regardless of repeated closures and lack of enterprise because of pandemic lockdowns.
1) Anna Phillips, Founder and Chief Improvements Officer of The Lash Lounge
The Lash Lounge is a premier eyelash salon franchise specializing in customized lash extensions, lash lifts, tinting, threading and extra. Anna Phillips based the corporate in 2006 after leaving the tech world and going searching for her life goal. She determined that she needed to assist folks look higher so as to raise their general self-confidence. The Lash Lounge grew shortly, and now operates 118 salons throughout America.
“As Oprah has mentioned, ‘While you observe your ardour – you discover your goal.’ My ardour for the providers that we offer has led to the enlargement of The Lash Lounge and the flexibility to make an impression on numerous folks throughout the nation,” says Phillips.
One of the crucial necessary classes Phillips has realized as a founder and enterprise chief is the necessity to have contingency plans in place. The Lash Lounge needed to shut its doorways because of the Covid-19 pandemic throughout Q1 of 2020 and cease enterprise till it was protected to renew. The corporate made certain to speak consistently with clients, workers and salon house owners so as to preserve belief. The leaders have been additionally ready entry the seasoned executives at Franworth, their accomplice, who offered priceless steering in restoration efforts system-wide.
Because of this, the Lash Lounge has been in a position to not simply survive the pandemic, however develop. Regardless of being closed almost a whole quarter in 2020, enterprise completed forward of the prior 12 months, and the corporate awarded over 20 new franchises. As small enterprise house owners, they’re trying ahead to a brighter 12 months forward.
“We’re really blessed with resilient franchisees with devoted groups,” says Phillips. “Furthermore, our visitors are past wanting to return to the escape of The Lash Lounge. Most of our salons nationwide at the moment are open for enterprise and exceeding all expectations. We’re going overboard on guaranteeing our workers and visitors are protected. Little question carrying masks places much more emphasis on the eyes! We’re right here to assist our visitors really feel nice even throughout these totally different occasions.”
2) Andrea Mundie, CEO and cofounder of skoah
Skoah was a facials-only idea store again in 2003, a few years earlier than single-service ideas have been on everybody’s radar. The corporate developed a personalised facial expertise primarily based on instructing folks easy methods to deal with their pores and skin, what merchandise can and can’t do, and training them to attain wholesome pores and skin.
“Whereas we didn’t invent facials any greater than Starbucks invented espresso, we did create an extremely customized, enjoyable, and results-focused expertise, similar to Starbucks created a brand new expertise round how we eat espresso,” says Mundie. “I really like that lots of our clients say, ‘I am not a spa individual, however I’m going to skoah for facials.’ That differentiation is necessary!”
To succeed through the Covid-19 pandemic, Mundie examined all features of the enterprise and thought of new income stream alternatives. She then centered on growing on-line gross sales and sustaining energetic engagement with clients.
“Our franchised areas have performed a outstanding job at speaking with their clients. I’ve seen the ability of native entrepreneurs, the center of the franchise business,” Mundie says. “At skoah, we now have been working to assist our store house owners by making re-openings as seamless as potential, anticipating new rules, new buyer emotions round self-care, and managing new methods of flowing by means of our outlets. We’ve got additionally used the time to drill down on the unit stage economics and make adjustments to extend the per unit economics to strengthen the enterprise. Whereas we now have all the time had manic cleanliness requirements, we’re way more communicative about these now.”
Mundie additionally says she is trying forward in the direction of easy methods to create digital variations of the enterprise – from coaching, to buyer training and digital consultations. “Really, this is a chance to attach much more deeply with our clients,” she explains. “Covid-19 made the entire world determine that out actually quick. It has been a time of super problem, each personally and professionally, however likewise, one among unprecedented progress. I select to see the pandemic as a present, an invite to remodel and transfer ahead.”