It’s no secret that we’re an on-the-go society. Over the past decade or so, the 24/7 lifestyle adopted by many has seen an explosion, with consumers wanting their necessities when they want them, and, more interestingly, where they want them. And there is no more demanding consumer than the busy beauty buyer. High flying business woman wanting a quick beauty fix in the office? Check. Student looking for an express manicure on the fly? Check. The industry has stepped up and created a market for these demands – step up on-the-go beauty – the time-poor consumer’s new best friend.
Of course, UK-based mobile beauty provider Blow has been a disrupter within the on-demand market. Launched as the ‘Uber of beauty’, the company created a business model that pretty much slam-dunked that illusive ‘gap in the market’ coup so many new brands are looking for. Providing to-the-door mobile beauty treatments, Blow offers services such as manicures, blow drys and massages, which can be done at home, the office, or wherever the client desires.
Indeed, such was the success of the company that even bigwig Unilever wanted in, investing around £500k from its capital and private equity arm of the company, Unilever Ventures.
So we know that, thanks to the increasingly demanding and time-poor consumer, the mobile beauty industry is on the up, the sky, it seems, being the limit. However, another trend that seemingly goes hand in hand, is spaces dedicated to specific speedy services. One-stop shops are popping up all over the place: the US skin care service Skin Laundry has recently opened a store in Libertys, London, which offers 15-minute treatments, Madison Reed in the US can offer 15 minute root touch ups, according to WWD.com, while the aforementioned Blow has a finger in both pies with beauty bars in Canary Wharf and Covent Garden running in conjunction with its mobile beauty arm.
But does the trend for mobile and beauty bars have legs? In a word – yes, with the key drivers being their accessibility and ability to provide effective treatments in a shorter time frame. While the draw of a relaxing spa weekend or lengthy Saturday hair appointment isn’t going to fall by the wayside anytime soon, there is most certainly space in the market for a new genre of beauty services – one that successfully caters and adapts to the all-important flexibility needed in the 21st century.
The key it would seem would be luring in and attracting the ever influential millennial consumers – but with lower prices for more efficient services, it would seem on-the-go beauty is the most recent emerging and growing market trend with wings to fly.