Disposable spatulas, disinfection testers twice and the online fitting room — “Kommersant Style” figured out how now to taste the flavors, the care and cosmetics before buying.Public space is gradually opened. All contactless adapt to a new reality in their own way: on the terraces of the cafes and restaurants have fewer tables, not all fitness centers is not yet available to the pools, clothing stores a limited number of people, and in beauty no more testers available. Conditions change almost daily, because everything connected with coronavirus, in reality, there remains a big experiment. Perhaps for this reason declined to comment Chanel Department store, “L’etoile”, did not respond to the questions and the PR office of the network “gold Apple”.A survey conducted by the analytical company NPD Group, showed that:As we now try eye shadows, lipstick and tone, cream and flavors? Soon cosmetics on the stands in stores for free access will not be exact. “Demonstration of the testers in stores is now only with sales assistants, what are warning ads on the trading floor. Compulsory treatment of hands with an antiseptic for consultants and visitors, and all disinfectants for hands are placed in visible and easily accessible places,” says Anna Paal, Deputy Director of Department of retail network of shops “Rive Gauche”. At the moment, the company developed the program and made a video for staff on how to demonstrate products to new conditions, observance of sanitary norms. Disposable probes — expensive, and virtual beauty-dressing are not always able to render the texture. Technology augmented reality (AR) for several years engaged in Sephora, Ulta Beauty and L’oreal, which closed the stores (mainly in USA) smart mirror through which you can try different shades products. In Russia AR yet to develop one. For example, in stands of Armani Beauty boutique in the shopping center “atrium” has built an online fitting room Modiface with contactless selection of shades of colors, lipsticks and shadows. In addition, the service works on the creation of Face Charts to demonstrate the textures and palettes of products, as well as organized individual and group master-classes with experts of the brand Zoom WhatsApp. Now all this is as relevant as ever. In some European countries, Brazil, UAE and Australia on the website MAC Cosmetics new section Virtual Try On to test tones through the camera. Consultants network Molecule during the working day are also wearing masks and gloves. Personal protective equipment please wear and customers. Stores have gloves, masks and antiseptic, there was a restrictive line on the floor to respect the distance. All the perfumes are selected exclusively for adults.but with the help of consultants. “The fragrance is applied to a disposable blotter. Although perfume is the safest beauty product, because it contains less alcohol than sanitiser, after each client testers are treated with an antiseptic. Beauty products before testing is also disinfected, and use for applying a disposable spatula. Observing the requirements of Rospotrebnadzor, the consultants are temporarily not doing makeup to clients. But if you want to try makeup, it can be done independently but with the permission of the consultant. The tester and the product itself disinfected, and for the application use disposable sponges. After all re-processed,” explains Ilya Volkov, Director of project development Molecule. all lipsticks, lip glosses and eye podvodok from the stands showed “a significant rate of infection with microbes”From the experts there is no definite answer to what will happen to testers on. Everyone is waiting for the lifting of restrictions and return to normal conditions. Still, the ability to test product — a distinctive competitive advantage offline retailers. And perhaps the apparent excessive hygiene is not. This is a serious reserve for the future, especially for testing cosmetics in the stores, when Swatch makes hundreds of people a day. For example, in the study of 2019, published in Sfam Journals, it was discovered that 70% of all lipsticks, lip glosses and eye podvodok from the stands showed a “significant level of contamination by microbes”.Though the pandemic caused incalculable damage, there is hope that the beauty industry not just find a way to survive in the current difficult situation, but learns to live a new life, creating new ways of communication, technology, interesting content and improving existing algorithms.Daria Hermon
