O mercado de estética no nordeste brasileiro no pós pandemia: Inovações e desafios

Abstract

The aesthetics market is undoubtedly becoming more common in people's lives and the SARS-CoV-2 in 2019 virus pandemic significantly affected the area. When people started rationing their money for it to be used only for essential expenses, the companies that were used to sell non essential equipments, products or services, and aesthetics centers had to search for different methods and make decisions so they wouldn't end up closing the company. With the pandemic ending, the tools that were developed by need of the social distancing are added to the technological advance in new products and equipment, and also the significant growth of people looking for beauty procedures, establishing new trends for the market. In order to understand how this growth is happening and what the beauty companies experienced in the pandemic time, a bibliographic study was taken, an interview with 4 influential people in the aesthetics area located in the state of Ceará with aspects to the Northeast region and a survey with 11 aesthetic clinics, also from de state. All active in the sector during the years 2019 to 2022. Finally, based on the results of this study, the major difficulty found was financial and one of the decisions made by the interviewees was to uphold the company capital, the trending procedures of this industry branch engage permanent hair removal, skincare and hair therapy and the market keeps advancing due to the growing significant number of people who are looking for health improvements, well-being matters and aesthetics, which increases the media pressure, while attracting investors to the market that only tends to grow.