Desire for beauty therapy sees 25% increase during lockdown

New data is showing that a visit to the salon is now the third most desired activity amongst the general public since lockdown began. 

According to data collected via social media by Kantar Media, the desire for ‘beauty therapy' saw an increase of 25% in mention volume from week one of lockdown (24th March) through to week six (4th May). This came behind ‘Live events / music / outdoor venue' in second place, and ‘Night out / Pub / Drink with friends' in first place. 

Commenting on the findings, Andrew Nelson, Client Director, Social Media Insight at Kantar Media, says:

“This data, pulled from social media, offers brands and businesses critical insight into what consumer behaviour might look like as lockdown eases here in the UK. We ranked the activities consumers are most looking forward to and drew comparisons between the start of lockdown and earlier this month…

“We're now also tracking search behaviour for each activity to support our social data. In the UK, search interest in outdoor pursuits such as cycling and fishing is higher in recent weeks than at any time across the last five years. By using these insights and trends to keep a pulse on the attitudes and behaviours of consumers, brands and businesses will be well placed to both continue communicating with their audiences and engage with them around the activities they're craving as we emerge from the lockdown.”

As we enter June and many clients are entering into their third month without hair colour and cuts, nail treatments, facials and professional body care, it will be interesting to see how mention volume for ‘beauty therapy' behaves.