Senior living companies have been reinventing transportation services by tapping into rideshare companies like Uber and Lyft—and it appears that this could be the future of salon services as well.
Year-and-a-half-old company Belle Cares provides affordable, easy-to-book beauty services to seniors at home, in assisted living communities, receiving hospice care and more.
The company began by offering general at-home beauty care and about six months in, discovered that at least a third of its clients were seniors, Belle Cares CEO Armand Lauzon told Senior Housing News. That’s when he decided to make the company senior-focused and prioritize quality care for seniors who cannot or do not wish to travel to a brick-and-mortar salon.
“For some clients, this is because they cannot go out and get the social experience that they enjoyed at the salon,” he said. “For others who, for example, could visit a salon space in their senior living community, but prefer a more private experience in their own room, we offer that, too. We’re focused on accommodating whatever our clients need.”
Currently based in the Nashville, Tennessee area, Lauzon says that the company sees opportunities to expand geographically in the future.
Lauzon emphasized that beyond offering convenience and luxury, these beauty services fulfill a need, sometimes even a medical need. For example, nail care is very important and without proper upkeep, infections or other issues can develop.
Beauty services offered by Belle Cares range from haircuts and nail care to facials and makeup applications. Massages, yoga and fitness sessions are also available. Beauty service professionals and fitness providers alike are carefully vetted and interviewed to make sure that they have the appropriate licensure and skills needed. Additionally, Lauzon stresses the importance of having discussions with applicants about their experience working with seniors and whether they are prepared to offer quality services and a friendly attitude.
“After vetting and training, we watch the first five appointments a service provider gives very closely and followup with the clients to make sure they’re happy. When providers are going into homes, having quality service is so important to ensure that everyone feels comfortable.”
Service prices range from $27 for nail care and $79 for a massage.
Belle Cares follows the sharing economy philosophy, meaning zero cash is exchanged. Clients upload a credit card and right before the appointment, payment is collected. Belle Cares holds the transaction until the check-out at the end of the service, then the money goes to the provider. A 20% tip is automatically applied and everything is tracked.
The three points of entry for using Belle Cares tend to be direct contact from the client, from their family, or from caregivers or senior living communities. The company has done some pilot programs with senior housing providers, testing out the possibility of partnerships in the future.
Written by Elizabeth Jakaitis