Pure Beauty

Beauty retail: Why the ‘new normal’ isn’t really working out

By Sarah Parsons | Published: 23-Apr-2020

In the space of three months, Covid-19 has forced beauty retail to change beyond recognition. But what does the pandemic really mean for the Britain’s high street staples and is a return to normal their only lifeline?

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If there’s one thing the beauty industry has proven time and time again, it’s that it knows how to adapt.

The outbreak of the pandemic has forced companies to embrace the ‘new normal’: work meetings on Zoom, Instagram Live yoga classes and virtual hair dye parties. Not to mention a deluge of hand hygiene donations and personal care packages readily made available to NHS workers. Beauty is, at face value, taking it all in its stride.

But dig a little deeper and the facade is wearing thin for some, as retailers come to terms with the fact that the ‘new normal’ isn’t

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