Scottsdale, AZ (October 9, 2020) – The Professional Beauty Association (PBA) presented part two of its virtual Executive Summit on October 7th, further exploring its 2020 theme of “The Road to Reinvention.” The summit which continued the organization’s pivot to a digital format due to Covid-19 restrictions featured deep insights on “Beauty in the Age of Covid” presented by Denise Herich, co-founder and managing partner of The Benchmarking Company, along with an insightful panel discussion focused on consumer behavior featuring Yene Damtew, Aesthetics Salon Owner; Bertrand Fontaine, President of SalonCentric – A Division of L’Oreal USA; Stefan Mund, Regional Head Henkel Beauty Care Professional North America; and Christina Russell, CEO of Sola Salon Studios & The Woodhouse Day Spas.

The Benchmarking Company spearheaded thorough research assessing the patterns and behaviors of the beauty industry through the age of covid, interviewing over 13K consumers and over 450 salon professionals, and giving Executive Summit attendees an unparalleled level of insight into the industry and where it stands. Such in-depth, detailed information has never been so valuable. Key findings

  • 40% of women respondents are pampering themselves more than ever to help reduce stress.
  • She’s spending more time online — and online shopping — than pre-covid, but spending the same or less on beauty products.
  • 42% of stylists have clients coming in less frequently than pre-pandemic, and 82% of consumers report their salon is still in business.
  • 37% shared that when they return to the salon, they will want to have their service done as quickly as possible so they’re not lingering there, and 28% expected that fees would increase.
  • 10% of stylist respondents have permanently lost their jobs and 11% are still out of work due to state or government mandates. 79% say they’re back at work, but 59% share they’re working less hours.
  • 34% share that the pandemic has made them reevaluate their career choice.

Following The Benchmarking Company’s presentation, a panel discussion followed featuring leading industry experts, including Yene Damtew, Bertrand Fontaine, Stefan Mund, and Christina Russell. These pros openly discussed pressing topics about the current challenges during the Covid pandemic, including what they’ve done to reinvent their business models and how they plan to continue growth opportunities while preparing for an unsure future. They shared valuable insights regarding consumer behavior in their respective fields, and why reinvention has become a necessity for stability and growth during the pandemic.

Key takeaways from the panel include:

  • Leaders must be authentic, consistent, vulnerable, transparent, and flexible during times of uncertainty, both internally and externally.
  • Regular and frequent communication with clients about the changes being made in your salon is key: keep them in the know about your safety measures, use marketing to share how you’re operating, and highlight your focus on safety and cleanliness.
  • The biggest challenge for the entire industry is to make sure your salon or brand has a consistent message among all channels.
  • The industry needs to be ready to move technology to new levels—the beauty industry has always been behind in technology, but now it’s important to catch up. The new normal calls for digitalization.

Executives who attended the virtual summit represented the best in class in the professional beauty industry today including L’Oreal, Henkel, Drybar, SalonCentric, Olaplex, Moroccanoil, Kevin.Murphy, Coty, Great Clips, The Kirschner Group, Kao, Joico, Wahl, Ulta, and more.

Part 2 of PBA’s Executive Summit, which includes a full video recording and The Benchmarking Company’s report, is available for purchase online through October 30 by purchasing it online at the following link: https://www.bigmarker.com/series/2020-pba-executive-summit/series_summit

Please find images of the panel speakers at the link below:

We’re pleased to announce the 2021 PBA Executive Summit will be held on November 17 & 18, 2021 at the Omni Scottsdale Resort & Spa at Montelucia in Scottsdale, Arizona. For more information, please visit https://www.probeauty.org/events-programs/execs