NEWS > 22 April 2020

New ways of training: webinars, videos and thematic groups. Beauty becomes virtual

Eleventh appointment with #dontstopbeauty, the container of our exhibitors’ initiatives to face the moment we are experiencing. The world has stalled but the beauty industry doesn't stop.
At a time when the main directive is to stay home and when keeping a safe distance is imperative, beauty professionals are facing a completely new paradigm. There's now a gap between them and the customers they've always cared for with their own hands. We know, of course, that a haircut, a massage or a manicure extend beyond the practical service: a relationship is established, there's dialogue and customers often leave the beauty parlor energized.
This is not the time to sit around and wait for things to change. We need to make the most of this phase to strengthen our relationship with customers and keep as up to date as possible. Companies know this and have started a series of digital initiatives to help professionals connect with their customers and make the most of the present.

Beauty does not stop!
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SPA ACADEMY COMMUNITY is a Facebook group created by Lifexcellence and reserved for professionals, operators and students who participate in the activities, events and projects organized by the LIFEXCELLENCE SPA ACADEMY. The group focuses on sharing information, emotions and other inputs that can help users learn more about the world of wellness. Lifexcellence is providing a series of online webinars where participants can interact live with entrepreneurs, professionals and experts in the sector, to gain a better understanding of the rules and patterns that characterize the new wellness market.

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The intensive production of hand sanitizer gels for the Italian market is in full swing at Cosmoproject. The company donated part of the output to the local division of Italian police services Comando dei Carabinieri and another part was given to customers who work in the professional beauty sector. The company is “staying home” but is still active and is focusing on projects in the virtual world. Arrangements have been made to ship customers a bag with all the new formula proposals, which will be illustrated through virtual meetings, and distance training courses have been implemented to support operators in Beauty Centers.


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Treatwell created a Facebook group – Dietro le quinte della bellezza [Beauty behind the scenes] – to help partners connection and to offer an additional channel where users can find ideas, suggestions and best practices to interact with others who are facing the same situation. Besides providing practical support on how to receive, understand and implement the laws and regulations that have gone into effect, the Facebook group also offers a free-of-charge training program, with virtual courses, tutorials, webinars and workshops created by the experts at Treatwell. The content of each course was developed on the basis of participants’ knowledge levels – from absolute beginner to advanced.

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