Data from Google suggest that the pandemic has caused a global surge in DIY haircare
DAVID BECKHAM often generated headlines for his eclectic hairstyles on the pitch. During his career he donned corn-rows, a mohawk and a ponytail. Last month, while under lockdown, the ex-footballer brought back a look he sported only occasionally during his playing career: no hair at all. “Just had to be done,” Mr Beckham wrote on Instagram alongside a black-and-white photo of his shaven bonce.
As covid-19 has forced barber shops and salons around the world to close, even the fussiest fashionistas have had to make do with coiffuring themselves. . Buzzcuts have seen the biggest increase. In early April, searches for “hair clippers” were up five-fold since February. Searches for “beards” and “moustaches” were up by 50%.
More ambitious cuts have proved less trendy. Searches for “scissors” are up by 50%, but those for “bangs” have risen by less than 10%, suggesting that amateur beauticians are more willing to clip the back and sides than the front. Searches for “perm” were down by 15% in April. And “hairstyle”, normally one of the most popular searches, fell by 35%. Perhaps customers have scaled back their ambitions while under quarantine .
Some impatient customers are in luck. Hairdressers and salons have been among the first establishments to reopen in some countries easing lockdown restrictions. Not a moment too soon: after falling to 40% below usual levels at the start of April, global searches for “hairdresser” are now 70% higher than they were before the pandemic started. Still in many countries—including Belgium, Britain and Italy—salons are in the same category as restaurants and cinemas, and must remain shut.
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