The problem of the research is aimed to define what are the efficient methods of an online branding in beauty industry during the pandemic. The objective of the research is an online branding in beauty industry. The methodology includes the following methods:
The main findings of the research are the following:
The drop in revenue in the beauty services market, including salons and hairdressing salons, due to the situation with COVID-19 amounted to 30-35% of last year.
The most stable are chain salons of the full cycle, where visitors are offered a range of services, including a haircut, manicure, visits to the offices of a beautician, masseur, and a solarium. The least protected are small mono studios with a narrow specialization, for example, in nail service and eyebrow shaping. They also accou...