COVID-19 pandemic requires cosmetology professionals to think beyond the chair

By Demetra Moore
The COVID-19 pandemic has crippled the incomes of millions of hairstylists, nail technicians, barbers and others in the cosmetology industry with its mandated government shutdowns. Although some states have included barbershops and beauty salons in their reopening plans, there is still a lot of uncertainty in this industry, but this also leaves a lot of room for innovation.

As a consultant for beauty industry professionals, I can tell you this pandemic now requires cosmetology industry professionals to restructure their businesses, sharpen their skills, and, most importantly, think beyond the chair.

Stephanie Cornelius, a hairstylist and trichologist in training, living in Fort Mill, SC, is a great example of what it means to think beyond the chair. Like many in her industry, Cornelius experienced an immediate loss of revenue in March when she had to close the doors of her studio suite,The Hair Mayven.

She saw the quarantine as an opportunity to spend time with her family, practice self-care, and learn new professional skills. Tapping into her marketing background and imagination, the Hair Mayven is now thriving during the pandemic.

Cornelius shared her lessons for quarantine success:

Lesson 1: Be open to change.
This is a lesson Cornelius learned while studying at the Art Institute in Charlotte, and still employs today. After accepting the fact that the Hair Mayven’s doors would be closed indefinitely, this innovator decided to take her business online with product sales, virtual consultations for new clients and virtual styling sessions. During these online sessions, Cornelius guides her regular clients' step by step through the shampoo and styling process.

This kind of innovation does not require a university degree; rather, it simply requires making a connection between existing ideas.

“I asked myself, ‘What needs do my clients have right now?’ That’s what led me to the virtual styling sessions,” says Cornelius. “I’ve learned so much about how my clients are caring for their hair at home. I’ve also gained insight on what products I need to develop in the future.”

Lesson 2: Professionalism will take you a lot farther than your skillset, especially in the cosmetology industry.
Pop culture would have us believe that hair salons and barbershops are places that thrive from gossip, rude stylists, and drama. However, these things actually hurt a business more than anything. A 2018 report from NewVoiceMedia found that poor customer service is costing businesses more than $75 billion a year, demonstrating the need for professionalism in all areas of business -- especially in an industry that’s driven by customer service.

“You can’t go far without professionalism and basic business principles. I wouldn’t be able to go from styling in the salon to doing virtual styling without those things,” says Cornelius. “You may have a great talent, but if you don’t have professionalism, you can’t sustain your business.”

Cornelius admits that she learned the importance of professionalism the hard way early in her career, and wasn’t afraid to seek help in the form of professional development.

Lesson 3: Never stop learning.
Author Roy T. Bennett once said that great things happen to those who never stop learning. This is especially true in the cosmetology industry, where beauty trends, standards, and techniques change every year.

“A lot of cosmetologists make the mistake of not expanding their knowledge beyond their skill set to the business of beauty with customer service and other soft skills,” says Cornelius. “They get comfortable with just making fast money.”

She says investing in professional development not only makes one a better stylist but that it sustains businesses. During the quarantine, Cornelius has been using her free time for professional development by participating in refresher courses, and in working with mentors and an accountability partner to prepare to reopen the doors of The Hair Mayven.

The COVID-19 quarantine won’t last forever, but the financial impact of this pandemic will continue to be felt by the beauty industry for years. Now more than ever, it’s critical that the industry see beyond the chair and into the future.

Demetra Moore is the owner of Moore Out of Life, Inc. She resides in Charlotte, NC. Learn more about Seeing Beyond the Chair and other trainings at www.mooreoutoflife.com