Promotion – Fresha
By embracing the power of lazy beauty, focused on time-conscious, sustainable and results-driven treatments, you can offer clients more with less
‘Lazy beauty’ might sound like an oxymoron, following centuries of society’s insistence that looking good takes a lot of effort and investment. But with 2022’s emergence of the ‘lazy girl summer’, and a growing thirst for the slow life, a lazier approach to beauty is taking its place. Lazy beauty, which captures a more relaxed approach to a self-care routine, is fast becoming the new norm. Consumers want haircare products built around no-fuss, high-quality ingredients that produce real results. They’re looking for multi-use products that make a measurable difference to their hair’s health and appearance.
As a haircare pro, there are several ways you can bring the trend into your offerings and make the most of its popularity. Because lazy beauty fits into the Gen Z-driven ethos that self-care is a necessity rather than a luxury, they’ll be eager to invest in time-efficient, extra treatments that produce real results. So, you can offer add-ons like a 10-minute scalp treatment right before an appointment, or a face mask that works while a client’s colour is setting.
Since lazy beauty surfaced during the pandemic – when people wanted snackable, micro-beauty moments they could get done in 10 minutes to break up the monotony of being stuck at home – anything you can do to replicate a quick break will do the trick. This could be hair masks offered over a lunch hour, and short toning or gloss sessions to revive hair colour fast.
Another important part of lazy beauty is a more mindful approach to consuming, which means people will be on the lookout for simple, sustainable alternatives. If you can invest in locally-sourced products for your salon with recyclable or compostable packaging and demonstrate an overall commitment to the health of people and planet, you’ll appeal to the consumer looking for a lower-impact routine. No matter what products and treatments you offer, if you want to make the most of the lazy beauty trend, the key is to laser-focus on the benefits of each product and treatment. Avoid exaggerating and instead be clear and direct about the expected results. As with many emerging beauty trends, it’s all about appealing to a more educated and mindful consumer who wants to prioritise selfcare and find the right way to fit it into their life.