Four actions to stay relevant in Covid-19

Jean-Guy de Gabriac

Founder TIP TOUCH International

Founder World Wellness Weekend

Covid-19 is a major disruptor to the beauty industry forcing all business owners to stay strong, resilient, and relevant. The second wave may force you to close your doors (again), preventing you from working in your business. Now, more than ever, is the time to work on your business: by reassessing your offer and rethinking your relationship with clients and your team. The best defense against competitors discounting heavily, is to up your game, provide signature experiences, and give reasons for clients to come again and again. These four tips can help you and your business remain relevant through the Covid-19 pandemic.

1. Unclutter your offer. Do not focus only on the 20% of services generating 80% of revenues. Check the profitability ratio of each service in your treatment menu, then discard the 30% of services that only generate 1% or less.

2. Safety first, WOW second. Once your SOPs are fully updated with safety & sanitation measures, you can focus on your best sellers. Brainstorm with your team to add more elements of surprise to enchant your clients. Induce smiles behind masks as you increase your perceived value with simple touches like offering a welcome hand massage with hydro-alcoholic gel; adding two  hot stones in your hot cabby for extra heat and pressure on tender areas; addressing trigger points in your massage protocol; and studying meridian lines to enhance the energy flow.

3. Wellness will save the day. The world is a mess, and we all need more mental, physical, and social wellness! Alleviate stress & anxiety with a guided relaxation at the introduction phase of your massage. Offer five extra minutes at the end of the session to share a stretching routine with your client or one (of the many) breathing techniques of Pranayama.

4. Position yourself as a Wellness Champion. Visit to sign up for free to  appear on the World Wellness Map, and organize (at the turn of each season, equinox, or solstice) a fun and free workshop to attract wellness enthusiasts to your venue or live on social media. Showcase the talents and enthusiasm of your teammates; share tips and tutorials to inspire & empower healthier lifestyle; and encourage people to return the following weeks with exciting bounce-back offers. 

Wellness is togetherness. Let’s ease the stress of “social distancing” through “social wellness” to boost immunity and raise spirits, even at a respectful distance while wearing masks.

World Wellness Weekend:

LEMI Recharge sequence