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Undoubtedly, this crisis affects us all, for the first time in history, all countries in the world have the same problem: Covid-19, a virus that has spread around the world leaving in its wake incalculable economic and social consequences.

The world of aesthetics, beauty salons, hairdressers, spas, and all kinds of businesses that provide care and beautification services, are quite affected, because the type of service they offer involve direct contact between people and that is precisely what is to be avoided with social isolation and quarantine.

In addition, in this risk situation, we must also think of the workers and their families who would also be at risk of contagion.

That is why it is time to focus on future projections, and this invites us to be creative, to rethink our strategies and plans we had for 2020. Beyond lamenting, we must see it as an opportunity for improvement, it is time to demonstrate the necessary leadership to take on this challenge and move forward strengthened.

In this article we summarize some strategies that you can apply so that your business does not come to a complete standstill.

First of all, our main objective should be to establish a work front that covers 3 vulnerable aspects of our business in this context.

Ensure that the business survives: the only way for a business to survive this situation and any crisis in general is by producing. We must devise a plan to continue generating income, at least with minimum profits that will allow us to reach the end of this contingency. What can we do?

• Most beauty centers also offer products, although some use them for their own services, many have them for sale to the public. A team should be formed (two people is enough) to continue selling these products with delivery. The idea is that you can offer them online through social networks, or by courier and deliver them at home.
• Take advantage of your appointment records and customer data to inform them of your new way of working and let them know that you are still active.
• Invite the professionals working in your team to create online courses that they can sell at low prices. They can even create some, with less content, but free of charge. This will help them maintain a presence in the market and help people keep them in mind when it all passes.
• If some of the workers are willing to work at home (as long as they comply with strict preventive measures) you can offer these services, also to people who are willing to collaborate with preventive measures. Frequent hand washing, use of masks and gloves, avoid hand shaking and kissing.
• If your business remains productive, at least to cover the minimum expenses, it is likely that you will come out of this situation with flying colors.

2.- The previous recommendations imply that we are thinking about our main resource, the work teams. We must think about what to do to keep them calm and that they have the economic means to support their families during the quarantine and until everything returns to normal.

• This involves a financial, logistical and psychological commitment to motivate staff.
• Let your staff know that their job will be there waiting for them when they return.
• Also, it is vitally important to establish strategies to prevent the spread among employees. Explain to them the prevention measures they should abide by and in turn pass on to their family members.
• Create remote work groups to keep staff active.
• Send positive messages to your team every day to maintain motivation and use chat groups to share information, concerns and even to vent.

3.- Future projection: this quarantine time becomes ideal to work on those marketing strategies that we have been postponing. Image refreshing, content adaptation and planning (taking into account that there are always unforeseen events).

• Thanks to the internet we can keep in touch and work remotely; locate your graphic designer, marketing consultant and have a video call meeting to brainstorm ideas. Delegate activities and work on them.
• Now, more than ever, you must be loyal to your customers and followers, the way to do this is by maintaining a presence in the networks.
• You must provide valuable content. This is a very important point, we always talk about valuable content, but in the midst of this crisis, you have to be supportive and share information that is really useful to people.

For example: cleaning or disinfection methods, how to make antibacterial gel, activities to entertain children at home, recycling tips, saving methods, makeup and hairstyle tutorials, etc. The idea is to think about what we need in this situation and try to provide that to our market.

• Don't forget that this is an opportunity to attract followers and potential clients, since the number of people connected to the networks has multiplied exponentially.
• Echo the #quédateencasa campaign

Although there are books, experts, and a lot of information on crisis management, the truth is that no one is prepared for a situation like this. Not all tips are equally adapted to all businesses. The suggestion is to be creative, keep working, don't lose focus and maintain leadership and motivation in your staff.

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