The beauty industry, like all other major industries, suffered an all-around crisis thanks to the pandemic. From financial woes to being unable to support employees to going belly up entirely, the last year did not look good on the market that has come to define our sense of physical aesthetics. Beauty blogger Stephanie Fatta feels that the beauty industry is undergoing a metamorphosis because of the pandemic.
Fatta is the founder of the popular blog ‘Beauty Brite.’ On her blog, she shares some of the lesser-known home skincare routines along with DIY beauty kits. Her experiences and recipes have resonated with women across the globe who enjoy taking the life of their skin into their own hands. Off late, Fatta has started reviewing beauty products. However, with social distancing and the norms still in place, though not as stringent as they were a few months ago, she finds herself restricted in her choices and purchases. She says, “The pandemic has had such a snowballing effect on businesses. When factories that manufactured beauty products had to be closed, it impacted the retail stores that weren’t able to stock new products. And, of course, people had hardly any occasion to step out of their houses, so dressing up was out of the question anyway. According to me, the beauty industry needs to develop coping mechanisms to deal with such incongruencies. But then again, they can only do so much.”
Fatta believes that the bell hasn’t yet been tolled on the beauty industry. It is a huge enterprise and one of the best examples of how marketing can define how people can think about them. From look young to embrace your age to own your skin, the beauty industry is a veteran in selling ideas of hope, self-empowerment, and confidence. It has its well-manicured nails sunk deep within the pulse of the world. It just has to use its strategies differently. Stephanie Fatta states, “One of the best moves the beauty industry can make is to associate with bloggers, influencers, and DIY artists. By funding and sponsoring good content, they can still put their name out there. Apart from that, another obvious step they can take is to shift their stores online. Improving how their product looks and is experienced can help the industry from submerging.”
Change, thy name is beauty. And vice versa. As industries adapt to change, here’s hoping there’s a win-win in there for everyone.