The way Brazilians schedule appointments at beauty salons, barbershops, and aesthetic clinics has changed significantly. The phone call and the paper agenda, which were the sector's standard for decades, lost ground to scheduling through the cell phone, often done outside business hours. This transformation represents a deep change in the sector's consumption habits.
Belasis, a management platform for beauty businesses present in eight countries, follows this transition and identifies four behaviors that are consolidating among Brazilian consumers. The company has been monitoring these changes and analyzes the new market behavior patterns.
The beauty sector is one of the largest employers in the country, but experienced a slower digitalization than segments such as food and mobility. While delivery and transportation apps were already part of Brazilians' routine, scheduling a haircut or an aesthetic session still depended on phone calls and the availability of whoever was answering.
This scenario began to change with the popularization of digital scheduling. A relevant portion of beauty service bookings now happen outside business hours, reflecting the change in consumer habits who now seek more flexibility and practicality to schedule their procedures.
