Darcey Sergison looks at the campaign that got the beauty industry back into action.
As the world returns more to normal, or at least as normal as it can be, something has been missing. With pools, gyms, and barbers among the facilities that were opening, women’s beauty services had not been given the green light.
Despite the endless services that had now resumed their businesses, it wasn’t until the 13th August that it was announced that “close contact services” will be allowed to reopen. But with this announcement it is important to consider the devastating effects this has had on the industry during the meantime. It has been almost five months since beauty therapists and make-up artists and other services were allowed to be open, causing huge financial pressures.
Caroline Hirons decided to take a stand and bring beauty back. Addressing her Instagram audience of over 500k followers, Hirons said: “We have to do something for these people who aren’t earning money. We cannot keep letting our industry be left behind when so many people have fallen through the cracks.”
With one in every 60 jobs in the UK being in beauty, Hiron has set up the Beauty Backed campaign. A Change.org petition and GoFundMe fundraiser have been founded, and a call for beauty services to resume in full. Meanwhile there has also been a call to provide financial support to the businesses and families of the beauty professionals affected.
The Beauty Backed website remind people that: “Together we can rise up to show just how much this industry of powerhouse individuals and businesses means to us all, both in ongoing financial as well as emotional support and encouragement.”
On the 12th August a letter of support was sent to the UK government. It was signed by doctors, nurses, brands, huge retailers, PR agencies, journalists, and small business owners. Reminding the government of the £28 billion annually the beauty industry produces for the UK, the letter expressed concerns about the lack of confirmation of when reopening for this industry will be.
The letter also states: “Outside of medical environments, the beauty industry, more than any other, maintains the level of standards required for safety during the COVID-19 crisis, with the majority of treatments already taking place with PPE in place during ‘normal’ times.”
This demonstrates the level of care for customers these businesses have, and with other services opened that have had to implement PPE procedures, surely the beauty industry was better equipped to start up again months ago?
Now that all close contact services are set to reopen in England, now is the time to go and support local businesses and book for those long-awaited treatments.