HOW LOCKDOWN BEAUTY REGIMES HAVE CHANGED
Since the first day of lockdown, beauty consumers behaviour across the globe has radically changed. Whether it’s the products we are using, or how much time we are spending on beauty regimes, there is no doubt that lockdown has altered the way we think about our beauty products.
Perhaps the most significant change is the increase in skincare and reduction in make-up usage. Morning routines have instantly simplified - even for an all day Zoom meeting, applying a full make-up look has become a much smaller part of what we do when starting the day. Conversely, more usage of beauty products that we usually have less time for, or have purchased for the first time as a little pick-me-up, have totally changed our usual beauty routines.
So what are the products that are likely to be experiencing a new focus as a result of COVID-19? In this article, we cover the products that consumers are rediscovering, finding more time for, or trying for the first time. For beauty retailers and brands, it may be time to re-look at their role in future NPD plans as a result.
Skincare Masks
Even before lockdown masks were booming, and had been for several years. According to Statista in 2018 the global face masks market was estimated at $32 billion worldwide, and was estimated to grow to $50.9 billion by 2025. Innovative formats, ingredients, and price points from mass through to premium, delivered endless choice to consumers, even if we didn’t all have time to actually use one. However, lockdown has left a lot of us with more time on our hands, so why not add masks into your routine more frequently? There is also a mental health benefit to these products, as popping one on forces us to stop what we are doing for 15 minutes, relax and clear our minds (as well as our pores). Most of us have masks lurking in our bathrooms cabinets that we have rediscovered over the last few weeks, and we think this increase in usage will continue during and post-lockdown.
Eyelash and Brow Growth Serums
Anyone else wearing a lot less mascara at the moment? Consumers are using lockdown as an opportunity to have a lash detox if they are regularly false lash or extension wearers. Instead, focus has shifted over to lash and brow growth serums to improve the health and length of lashes. Although Revitalash and Rapidlash remain the most iconic offers in this sector, there are now plenty of other brands to choose from and price points are increasingly accessible. As consumers regularly apply or trial these for the first time, we think growth serums will be mainstream beauty staples during and post-lockdown (as long as they deliver on their promises).
BB / CC Creams and Tinted Moisturisers
Even before lockdown, BB Creams popularity had continued to grow as a multi-functional, easy to use beauty format. Future Market Insights had forecasted +9% global CAGR growth for BB Creams between 2019-2027. Over the last few weeks lockdown has increased consumer focus in these sorts of products, reflected in the influx of beauty press articles on top rated tints and creams to take the place of your usual foundation. Currently, there is simply less need for full foundation coverage, and those tints or creams that may have usually been reserved for holidays / weekends / the gym have become a more regular part of morning beauty regimes. These products are usually packed with skincare ingredients, so its a good time for brands to be thinking about how to update and focus their future offer with these products.
Hair and Nail Treatments
Like lashes, your hair and nails are likely to be experiencing a full beauty detox as a result of no access your your usual hairdressers and salons. Post-lockdown, there is no doubt that we will all be rushing back to cover up roots and nail growth. However, in the meantime there are lots of options to give hair and nails some well earned TLC to to improve health and vitality. With less straightening and styling, hair oils and balms are likely to experience a boost as consumers tame wild locks pre-video calls. Bare nails and cuticles are benefiting from vitamin packed oils and treatments.
Another output of this trend is consumers taking on the role of their usual beauty therapists, giving manicures a go with at home LED gel nail kits or home hair dyes. At the beginning of April, Forbes reported on a +23% increased in home hairdye and a +166% increase in hair clippers from the previous year in the USA. If consumers achieve successful results from their beauty DIY trials, its likely that DIY beauty behaviour and supporting NPD will be a key trend post-lockdown (more to follow on this later from the Be For Innovation team!).
Hygiene and Hand Care
Hygiene products are a global No1 priority to combat COVID-19, and post lockdown this isn’t going to change. With no sign of a vaccine for COVID-19, even when lockdown restrictions are lifted consumers will need to be incredibly mindful of preventing the spread of germs to prevent reoccurring outbreaks. Hand soap will continue to boom (and bar soap in general as a key format), as well as daily use of hand sanitiser gels. One to watch is what other formats could evolve from this, and what existing formats will need to incorporate hygiene claims to stay safe and relevant for consumers. More to follow on this…..
As a result of improved hygiene, creams and moisturisers to care for hands adjusting to all the extra cleaning will be present in everyday beauty regimes for the foreseeable future. Again, as a retailer or brand now is the time to think what your offer should be to support consumers in this vital future clean beauty trend.
Wellbeing Beauty & Self-Care Products
We are all having to find ways to cope with this extraordinary moment in history. Anxiety and stress levels are a key issue, whether we are worrying about loved ones, key workers, loneliness or financial issues. Although beauty can seem trivial at a moment like this, finding ways to take care of yourself and your health has never mattered more. With that in mind, wellbeing focused beauty products are a helpful support tool. As mentioned with masks above, products that enable you switch off and de-stress are important to consider in current and future beauty regimes. Bath oils, sleep aids such as pillow sprays, and body treatments are examples of self-care beauty products that encourage behaviour to relieve tension - taking a moment to calm, relax and regroup when you need to. We think is this current climate, self-care isn’t selfish - its an achievable way to find an oasis of calm in a crisis. This category will experience increased interest during lockdown, and offers a way to treat others post-lockdown with a thoughtful gift.
THE BEAUTY BRAND COACH