PopSugar Include Curate Beauty In Their Latest Feature On 'How COVID-19 Will Impact Beauty Shopping'

As online continues to soar, in-store beauty will also have to make moves to stay in the game. "We are now exploring how our customers can enjoy our beauty halls in stores in a socially-distant way as the current crisis leans towards exiting lockdown" says Rogers. "For example, Boots Beauty specialists and advisors will be on hand to offer advice and guidance through touch-free consultations and can chat through hints and tips on application without the need for physical contact."

In addition to in store touch-free consultation, Boots has launched a free virtual consultation service, allowing 1:1 time with beauty specialists spanning across hundreds of brands stocked at Boots.

As for online retailers, "creative sampling is going to be crucial for brands going forward now that the future of in-store sampling is so uncertain," says Freedman. "For example, Polish skincare line, Oio Labs, offers free samples with every purchase. Kamila Aubre, a sustainable fragrance brand, has bundled together sample kits for sale. And new candle brand, 7 Over 7, has created flawless scented wax seals to share their candle scents with customers via post." she adds.

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