We’re ready for our close-up now
THE BEAUTY INDUSTRY HAS THRIVED IN LOCKDOWN. Sarah rodrigueS CONSIDERS THE NEW ZOOM BOOM
WHILE many industries have floundered this year, aesthetics is having a field day. Call it the Zoom boom. According to Dr Riccardo Frati of Frati Cosmetic Surgery (fraticosmeticsurgery.com), enquiries about rhinoplasty and other facial treatments are up by about 30 per cent.
‘There is less opportunity to spend on other things so people are investing in appearance,’ he says. ‘And because they are spending more time looking at themselves on Zoom, they’re more aware of their facial expressions and features.’
Mayoni Gooneratne, founder of The Clinic by
Dr Mayoni (drmayoni.co.uk), agrees.
‘People are now looking at themselves for prolonged periods of time in a dynamic context, rather than occasionally and statically, in a mirror,’ she says. ‘We’re definitely seeing an increase in the number of Zoomrelated bookings since lockdown and, interestingly, the number of men booking in has nearly doubled over the last few months.’
Their main request? Botox, to lessen, rather than eliminate, forehead lines. But not everyone’s response to the sight of their resting Zoom face is as invasive: enquiries about semi-permanent make-up have also spiked, according to Harley Street microblading artist Sian Dellar (permanentmakeup-specialist.com). ‘We’ve had many bookings to the eyes, brows and lips enhanced,’ she says. ‘Not only are people looking to accentuate the face’s upper section for added definition when maskwearing but they’re also keen to look “done” at a moment’s notice, ready for that video meeting.’
And as for the parts of us that aren’t visible on Zoom? Our first lockdown in March showed how readily people embraced the ‘only dressing the top half’ ethic – and this has carried over into grooming. According to research from beauty app Cosmetify (cosmetify.com), 45 per cent of Brits have stopped buying hair removal products and 33 per cent of men have abandoned their manscaping routine; there’s been a surge, on the other hand, in sales of anti-ageing and concealer products, with consumers claiming that Zoom has made them depressingly aware of their lines and dark circles.
Video meetings have provided some beauty benefits as well, however – they have highlighted the industry’s ability to adapt its usual hands-on services to Zoom. Dermalogica has launched facials over Zoom with its
virtual Pro-Bright@Home treatment – products are sent to you and an expert talks you through the process.
And if the rigours of lockdown have left you too lethargic to care, place your laptop on a stack of books and look up at the camera: it’s a more flattering angle that lifts your face.