Post Lockdown Beauty Industry Trends
Right now we still don’t know what the rest of 2020 and beyond holds for us, as CV-19 still remains a huge global issue.
The beauty industry has experienced highs and lows (haven’t we all!), from salons struggling with closures through to online sales of skincare and wellness products booming. So it’s hard to say for certain what’s around the corner for anyone. However, there are now some clear trends emerging in the beauty industry that will meet consumer needs in our “new normal”.
Safe Beauty
Safe beauty solutions are emerging fast to enable consumers to feel confident in the products they choose to use. Mintel has forecasted that “more than ever, consumers will scrutinize ingredient safety and evaluate the risk of possible product contamination and expiration”. Shelf life, product safety proof and recognised certification, and brand transparency and trust will be part of consumer decision making. Ingredients that provide reassurance of cleanliness and hygiene will be valued, such as antibacterial benefits and additional protection against germs or viruses. Anti-viral hand creams are already entering the market, such as the Recherché anti-viral sanitising hand cream.
Biotech
The demand for natural, health and wellness inspired ingredients in beauty is still growing. However, with safety and cleanliness concerns post-COVID one potential growth area could be biotech. The technology utilises naturally derived ingredients (e.g. yeast) which are engineered in a lab. For example, Bioeffect create a synthetic EGF from barley. Traditionally biotech ingredients have been mainly marketed as more sustainable than natural ingredients as they are produced using less of the earths resources. However, if product safety becomes a concern for consumers post pandemic, then synthetic ingredients that are both “natural” and “safe” may be valued by consumers.
Touchless Beauty
Testing new beauty products is going to be a huge challenge for the beauty industry going forward, and a new era of virtual consultations and beauty try-on technology is upon us. Brands like MAC and Avons AR tools (where you can virtually apply 200+ shades at home) will have had consumers using these for the first time, even though the technology has been around for years. Others like bareMinerals and Josh Wood Colour have provided personalised, digital 1-2-1 consultations as a alternative to an in store experience. For many consumers, these may end up being a more convenient and preferred way to shop long term if they get the experience and results they want.
Sampling will also be in huge demand by brands. In the US sampling, both free and paid for, is the norm anyway, with the NY Times even writing an article titled “Your hording of Sephora samples is out of control”. However, markets like the UK will have to catch-up to this increased consumer need. Luxe Packaging says “Sampling suppliers have been quick to develop new products or revisit existing ranges in a bid to enhance the in-store experience while putting the health of consumers and store staff front and center”.
Pack suppliers are already innovating in the market to adapt to changing retail needs. WWD recently covered the development of a motion activated fragrance or liquid product tester for use in stores, so no physical contact is required.
Sensitised Skin
If mask use is here to stay then skin and makeup routines will change. This includes adapting skincare benefits to meet the needs of facial skin impacted prolonged mask or PPE use with reduced air circulation. We already know there are short term issues created from this (e.g. acne breakouts) but what are the long term skin needs in the post-pandemic world?
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