Although born out of necessity due to coronavirus, most brands will continue doing them in a post-crisis world.
Across the Internet, aestheticians, makeup artists, hair stylists and beauty educators are holding consultations, classes and beauty confabs. And while the explosion in online activity was born out of necessity from the coronavirus pandemic, the popularity of such events — including a boost in sales and increased conversion rates — means most brands will continue doing them in a post-crisis world.
For its part, Clarins has created 15-minute, one-on-one consultations called Clarins and Me, complimentary sessions which are being conducted by the brands’ consultants, its education team and makeup artists. The program is working: In terms of sales, self-care items are booming. Sales of V-Facial Intensive Wrap, a $61 mask that relieves puffiness and swelling caused by stress, are up 5,000 percent year-over-year, for example, Boilard-Paul said, while the hand cream category is soaring.
NuFACE, too, is using the power of virtual consultations to drive sales of its microcurrent face and body devices. The brand has always offered virtual house calls to celebrities, VIP clients and industry professionals, but opened up the program on April 24 to consumers as well. Within 24 hours, all of the slots through May were booked, said cofounder and ceo Tera Peterson.
France Dernières Nouvelles, France Actualités
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