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Markets & trends

Almost 60% of beauty salon and beauty service app clients book appointments during alternative hours

The busy routine of people living in big cities means that more customers are looking for quick beauty treatments such as nail care, haircuts and blowouts outside of business hours. A poll by Singu, a company that books at-home beauty treatments, reveals that 30% of its users - almost all women - prefer to book appointments at alternative hours: between 7am to 9 am or 7pm to 10 pm. The poll was based on 300,000 services requested in the city of São Paulo.

Eyebrow design at Beleza Básica

Eyebrow design at Beleza Básica

"Clients use the app during those times, as the majority of beauty salons are closed," says João Fernandes, director of operations at Singu. "It is almost impossible to get an appointment in the morning at local salons. At night, people who want to take care of themselves have to go to a mall, where they might end up paying twice as much than if they used the app," he says.

Paying attention to these needs, some local beauty salons in São Paulo extended their work hours. Located on Rua Augusta, in the city center, Beleza Básica opens early, at 7 am. "On average, we see 35% of our clients from 7 to 9 am," says Ivone Tostes, the salon administrator.

According to Tostes, people who work at big companies are the ones who usually choose the earliest hours. "They are women who are lawyers, work at banks or are employees at big companies and who constantly need to be looking their best. That is why they come to us looking for services such as blowouts, hair dying, nail care, waxing and eyebrow design," she says.

Circus Hair - which is also located on Rua Augusta and has another salon in Jardim Paulista, a luxurious district in São Paulo - sees clients until 10 pm, depending on the day of the week.

"In general, people who live in big cities have a busy routine with work, commitments and commutes," says Rodrigo Lima, creative director at Circus Hair. "The clients that make appointments at night are usually those who wouldn’t be able to come at another time due to their busy routines and because they work during business hours, from 9 am to 6 pm. This way, they know they will be able to get to the salon and be seen with no problems."

At Circus Hair, night clients represent 60% of appointments. According to Lima, quick treatments such as haircuts, nail care, barber services and eyebrow design are the most searched for during the night. "It is the time of the day in which the client can relax and do things for themselves," he says.

According to Singu, the most requested service before 9 am or after 7 pm is nail care. "It represents almost the totality of our appointments, but there are also a significant number of requests for massages, waxes and blowouts", says the app’s COO. Fernandes also comments on the characteristics of the users who usually opt for unconventional times: "They are women over 30 years of age who are executives or entrepreneurs and, sometimes, mothers. All with a pretty busy day."

Singu’s operations director says the situation in São Paulo is the same as in Rio de Janeiro, where the app also operates. According to Circus’ artistic director, the same demands might come up in different cities due to people’s working hours. "We believe there’s a market for everyone. Opening the salon at special hours offers consumers more possibilities as the salon adapts to each person’s lifestyle," says Lima.

Ivone Tostes adds: "People do not want to waste time or spend hours at a salon on a Saturday. Being able to take care of yourself during your busy work day is a huge benefit."

Renata Martins


© 2019 - Brazil Beauty News -

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