Germany's attitudes towards professional beauty services

Providing the most comprehensive and up-to-date information and analysis of the attitudes towards the German professional beauty services

The coronavirus outbreak (Covid-19) continues to spread across Germany. Mintel research conducted between 3 March and 16 March showed that 25% of German consumers are concerned about the risk of being exposed to the Covid-19.

Mintel predicts that this level of concern will increase on a daily basis as the number of cases and deaths in Germany and in nearby countries continue to rise. The German government has adopted measures to maximise social distancing causing Germans to spend more time in their homes.

As local businesses and retail locations close their operations temporarily, hair and beauty salons could be hit hard. The professional services industry has seen a shift towards convenient, mobile services, but now more than ever beauty professionals will need support in adapting their services to become more flexible.

Booking apps will play a vital role in the coming months to get consumers back into salons and restore confidence. At this time* hair salons have been authorized to remain open, however consumer concern indicates that Germans may postpone these visits and salons may restrict hours of operation.

Salons should reach out to their clientele about the heightened precautions they are taking.

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Written by Gwen Osserman, a leading analyst in the beauty and personal care sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

German consumers want more accessible beauty/grooming services. To grow new business, salons need to become inclusive of wider demographics.

For more information on Mintel's report, see here.

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