HOW LOCKDOWN BEAUTY CHANGED OUR BEAUTY HABITS

We’ve seen consumer behaviour change while in lockdown, giving us a new perspective on the brands that really matter to us, and what we think we want vs what we really need.

Brows

With a focus on brows, Eyelure’s Dybrow  is selling 1 product every 30 seconds (according to the brands spokesperson) and at a cost of only £7, we think this could be a shift in behaviour that will continue as beauty spend might be reined in for months following the lifting of lockdown restrictions.

Self-haircare culture

40+ days in and our normal routines are well and truly out of the window and whilst there seems to be a great divide in the approach to self-haircare – with some people willing to wait it out and get back into the hairdressers chair to get the roots bleached away (I’m speaking from personal experience on this one), others are definitely willing to give the home box dye a go.

Google have seen the search term ‘how to cut hair’ increased by over 600% and ‘hair dye’ by 250%. Amazon have seen figures climb across the beauty category – in their recent top 50 selling beauty products hairdressing scissors at #1 & #2 with sources sharing that haircare is experiencing an incredible growth rate and Google searches have increased by 250% since March 2020.

Lockdown has also seen an increase in celebs like Ellie Fannin & Lottie Moss dabbling with colour experimentation, with pink hair dye being the outright winner of the lockdown trend. We’ve also seen an increase in strange hair dying practices with food colouring, crayons and tissue paper. Creativity is alive and well!

But there is no question, covering our roots is a huge deal.  Advice from trusted influencers on their DIY approach is working for brand like L’Oreal with Eva Longoria sharing her root covering journey (seriously who looks this good doing this themselves at home?)

More recently, the wonderful Nadine Baggott - who has always been a fan of colouring her own hair, took us through the steps necessary to ensure the job is done properly.

Bath & Body

Relaxation for mind, body and soul has never been so desirable, and bathing is seeing a refresh in its approach to product and mindset.

Lush have taken a fantastic direction to uplift and energise bathing fans with a 1hr 47 min soundtrack Chilled Baths and Bath Art (subscribe to their You Tube channel for more tracks). They also launched Lush Moods, a 15min meditation created to help users achieve their chosen state of mind whilst relaxing in the bath – must admit, just watching the video on You Tube, was incredibly relaxing! Fantastic content that really supports their consumers achieve a zen frame of mind! Bath bombs are seeing a surge of activity else where too with the Three Little Birds Handmade bath bombs in triple digit growth on Amazon.

Our collective lockdowns now appear to be changing shape, with easing of the rules in most countries relaxing a little on a weekly basis so it will be interesting to see how this affects our industry further.

One huge change will be the impact of the physical store, how we’re allowed to shop and how retailers will manage testers. Sephora have recently opened up a store in Paris, with a changed shape and approach and the local community seemed to have taken it all in their stride, but it feels like change in how processes on the shop floor is definitely needed if to provide full reassurance to customers that its safe to browse, test and buy.

THE BEAUTY BRAND COACH

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HAY FEVER AND YOUR SKIN