Mexico beauty sector prepares for reopening

The beauty sector in Mexico is made up of 200,000 legally established companies at the national level, generates more than 500,000 direct jobs and as many indirect ones. For hygiene and image of users, these services are essential. It is a highly vulnerable union, 80% are women and many of them are heads of families.

Mexican beauty industry: Mexico is ranked 20 at a global level and is the most attractive market in the luxury goods industry. Image: stock photo
Mexican beauty industry: Mexico is ranked 20 at a global level and is the most attractive market in the luxury goods industry. Image: stock photo

Although the Ministry of Health and the Mexican Institute of Social Security have protocols for the Mexican beauty industry businesses, Camief developed one based on the health measures issued by the federal government and those applied in other countries such as Germany, France, Spain, and Israel, which could be authorized and enter into circulation next week. It is very similar to the one used by the IMSS, with more precise indications on the use of masks and protective masks for staff and clients.

Although there is no clear date for opening, the beauty center owners are refurbishing their premises. Throughout Mexico the beauty sector is considered to resume activities at the orange signal, except in Mexico City, where it was placed at the yellow signal, so Camief and Concamín call on the head of government of Mexico City to reconsider the 'essentiality' of this activity for the population.

The health safety protocol includes beautification companies in all areas: beauty salons, hairdressers, barbershops, aesthetic nail care, hair removal, hair extensions, micro-pigmentation, facial and body clinics, and spas.

Among the points of the protocol, that the union representative advances are the separation of furniture and equipment, to have delimited the 1.5 m of the distance between a client and another one during its stay and at the moment of paying.

Similarly, an empty space will be left in the reception rooms. An acrylic protection shield will be placed in this area and the checkout area, with a slot at the bottom for the reception of payments, preferably electronic, while the delivery of products will be made from the top, with the transparent division in between.

Although services will be handled by appointment, which will reduce the possibility of crowding. Therefore, appointments should manage the estimated treatment time and disinfect the workspace, tools, and equipment.

When each client enters, after passing through the disinfectant mat, they must take their temperature, place antibacterial gel on their hands, collect belongings to put them in a compostable plastic bag, provide them with a gown and mouthpiece and indicate where to put their clothes and wash their hands.

Another fundamental point is that the entry control log for clients, staff, and suppliers is applied rigorously, noting name, time of entry and exit, telephone number, and service in question.

Likewise, the use of magazines, tablets or materials that can be touched by several people, as well as the service of coffee or tea, is annulled. The only thing that can be provided is bottled water with previous disinfection of the plastic and placed in a container, or water dispensers with disposable cups.

All tools and utensils should be washed and disinfected each time they are used, in addition to cleaning surfaces. Employees must wear mouth guards and masks for greater protection, in addition to the role of staggered working hours and meals.

Until products and materials are disinfected, they may not be placed on display shelves.

Premises that already have the modifications to the furniture and the training of their personnel on the security protocol must apply to the IMSS to restart the opening. The Camief provides advice to companies in the sector to carry out this procedure.

Latin America, beauty and personal care market opportunity

Beauty and personal care is an area of importance for the development of the, shows great potential to be the second-largest consumer in the region and the third in production of these items, as revealed by the study Beauty Industry and Personal Care 2019, Atlantia Search consulting firm.

In recent years, the beauty and personal care industry have shown steady growth worldwide, in recent figures, it is estimated that the global market for this sector has a value of 180 billion dollars.

According to the Brazilian Association of Personal Hygiene, Perfumery and Cosmetics Industry, Latin America accounts for 14.1 percent of the world market, equivalent to an expenditure of 2.2 percent per capita per year. The main consumers in the region are Brazil (49.1%), Mexico (14.4%), Argentina (8.3%), Chile (5%) and Colombia (5%).

Mexico, being the second-largest market in Latin America, in 2018 had a value of 10 billion dollars, a figure that is only surpassed by the Brazilian market that reached 14,572 billion dollars.

Also, the situation looks different when breaking down the figure in per capita spending where Chile is at the top of the list with 182 dollars a year, while Mexico, Colombia, Peru, Ecuador, and Paraguay did not reach 90 dollars per year.

Latin Americans spend mainly on hair care items, followed by fragrances, men's grooming, skincare, and color cosmetics. In Mexico, the beauty and personal care market is forecast to reach a value of 10,649.8 million dollars by 2022 and is currently the third country with more production of these items which generates an investment of 433 million dollars per year.

The current consumer shows the main interest in finding additional benefits in their products, preferably that work as a long-term treatment, there is also a growing interest in natural consumption, organic and with benefits for the environment, 50 percent of Latin Americans are willing to pay more for premium products.

Sales channels are also an important factor in product distribution, as the trend may be toward the dominance of online sales, but this sector also benefits from multi-channeling.