Will beauty rule the health world?

Beauty seems to be everywhere. From Instagram ads to the flyer advertising the beauty therapist next door - the beauty industry has traction. It’s not going anywhere, and it might even be taking over the health world. Is this something we should be worried about? Or can the health industry learn some important lessons from this industry?

Who is the expert?

The lines between health and beauty are blurring. In part, this is due to the shift in consumer behaviour and perception of health professionals. Many consumers will now approach the beauty industry first to resolve a problem they may be having. Whether it’s acne or weight management, the beauty industry is appealed to and they often provide answers. 

In many beauty magazines and other publications, it’s not uncommon to see an article produced with the health of a medical professional. Maybe it’s ‘A Dermatologist’s 10 Secrets to Glowing Skin’, or ‘A Plastic Surgeon’s Insight into What ‘Nip and Tuck’ Really Means’, you know the articles we mean. 

Beauty plays a role in consulting and educating consumers on some health issues. Whether this is due to the consumer demand, or the beauty industries gradual growth into this space, it’s hard to tell. But regardless of the answer, they have a role to play in the health space. Rather than being intimidated, health and medical practitioners have the opportunity to partner with beauty to benefit both the consumer and their own business. Here’s how:

1. Have a voice in the beauty space: Identify and work with beauty businesses who align with your professional values. Do they have any articles coming up that need health practitioner insight? Be aware of the opportunities that may be around. This is an opportunity for you to assist in the education of consumers when it comes to problems that relate to both beauty and health. Gain greater credibility and exposure to consumers approaching the beauty business. 
2. Build a referral network in beauty: Some issues perceived by clients as being ‘beauty problems’ stem from a medical issue. It’s important that beauty professionals are connected to health professionals so they are able to refer clients when appropriate. Connect with professionals in the beauty industry and offer reciprocal referring of clients. Both businesses benefit!
3. Diversify your skills: Because of the rise in demand for beauty services and products, a new field of medical expertise has opened up. That of cosmetic or aesthetic medicine. This is an area that many professionals are becoming trained in, it involves training in delivering beauty procedures (such as botox injections) within the health care setting. Many practitioners find this area of medicine lucrative and rewarding. It may be worth considering how your business might benefit by incorporating beauty services within your clinical model. 
   

Pivoting to online

The beauty industry has shown time and time again it’s adaptability when it comes to reaching its consumers. Online shopping is no different. While traditionally, beauty products have been sold in brick and mortar stores - this is changing. 

Many beauty companies are cutting out the retail space and using online marketing to offer direct-to-consumer access. Why? Because it’s working. 

Consumers are more willing than ever to purchase beauty products online. With the COVID-19 pandemic, there’s been a surge in demand for online beauty products, and beauty subscription boxes. Companies that already have an online presence have been best positioned to benefit from this trend in spending. 

Online shopping in preference to physical stores, allows the beauty industry to save money. How? Reduction in fees for retail space rent, distribution and the ability to target marketing efforts. Facebook and Instagram ads show the product to the consumers who will be most interested in the product or service. This is revolutionary for the industry as it typically leads to a greater buy into the product and a greater understanding of consumers. 

Speaking of understanding clients. Shifting to online has meant that the beauty industry is able to interact directly with customers. Social media means interaction and the ability to gain exposure and insight into your ideal market. Everything from product information, tips and tricks on product use, quizzes and giveaways has allowed this industry to harness this platform for their own benefit. 

Typically, social media and other digital technologies have been underutilised by the health world. There’s a lot of benefits to be gained from adopting online platforms. The beauty industry has dominated when it comes to this. 

Health practitioners need to consider the lessons that can be learned from the beauty industries use of online media. 

1. Flexibility - It may take some adjusting of existing systems and ways of doing things to pivot your business’s energies online. The beauty industry has excelled at looking at platforms as they develop, and being flexible enough to consider how they could use it to access more customers. 

1. Offer value to consumers - Online presence can be tricky to get right. The best practice when it comes to engaging clients digitally is to offer value. Consider for example the sheer number of beauty product tutorials available online. These tutorials are useful for customers because they show them how to get the most out of their product.

 Another strategy is to offer entertainment. People enjoy watching unboxing videos for a reason. They want to be entertained through the content they consume. To feel good when they interact with a brand. What online value can you offer to your clients? Aim to educate, and entertain. 

1. Know your clients - Many of the brands beginning to dominate online have a particular niche that they’ve focused in on. Whether it’s preteens or men looking for trendy, affordable skincare, the beauty industry knows who its audience is. 

Because they know who they’re trying to reach, they can develop advertising and new products or services that are most suitable for their clients. An added benefit? Less wasted money on marketing that doesn’t seem to bring any results. Who are your clients? What do they want, and how can you best reach them, based on the information you have? If you don’t have enough information, use your online platforms to investigate - running polls has never been easier!

Will beauty dominate the health world?

Beauty is one of the most successful industries. In a sense, it already dominates. The health world has an opportunity to assess and learn from this success or miss out. 

Want to read more on this topic?
https://www.forbes.com/sites/richardkestenbaum/2019/09/04/the-future-of-retail-in-the-beauty-industry-will-be-very-different/#6fe24c6b6c4f