Beauty, the subjective idea has undergone metamorphosis through many ages. And it is transforming constantly and emerging in patterns in this DIGITAL AGE as well. The new-age beauty industry is clearly moving towards a clean and sustainable arm. Brands are diving into this trend to swim through the current to stay relevant to their current and potential consumers whilst competing in the market.
Beauty and COVID-19
While the world is grappling with one of its most challenging and uncertain times, the beauty field is facing an unprecedented struggle too. Worldwide Lockdowns has brought the industry not to a halt but to a new framework. What has been happening? After doing a thorough and long social media listening and secondary research, I have listed here some trends that may help you get in touch which the new ‘beauty’ normal!
The Front Camera – The New Mirror
As more and more working professionals started working from home and others communicating with their social circles virtually, bloggers, vloggers, brands and experts are creating makeup tutorials that best suit the camera. Natural, soft, and foxy looks have been trending.
We all need our eyes to pop, whether on a video call or with a mask for limited outdoor chores. Once the Lockdowns lift and masks dominate people’s OOTD looks, eye-makeup will be their highest consumption.
Self-care is now about Self-responsibility
While the COVID threat is wearing us down, we are turning to beauty brands for care and protection. This is why there has been a category shift in beauty products. As we are washing our hands more often to maintain personal hygiene, our hands need more moisturization. As we are under immense stress, our skin is looking for more Vitamin C and Vitamin E to keep us young. Long hours in front of screens is exposing our skin to harmful blue rays. The stress can cause hair fall and we need to strengthen our roots.
The beauty products you may want to invest in for self-care are:
- Vitamin C serums that contain hyaluronic acid
- Nourishing under-eye serums
- Hydrating Moisturizers and hand creams
- Nourishing hair oils
The unavailability of professional salon services and precautions around close physical contact led us to be more self-reliant and turn to the age-old wisdom. From DIY tutorials for face masks, hair masks, hair removal to scrubs, manicures and pedicures, hair cuts and so much more is dominating the digital narratives today. Keeping the processes natural, home remedies, and affordable (owing to pay cuts, job insecurity, and job losses) has been the central objective.
Changing Business Tectonics
The Lockdown has robbed us all, the access to our favorite brands. That favorite color protection shampoo, that amazingly fragrant body wash, and so on. So there is a definite change in terms of brand compromise, substitution, and adoption to other readily available brands.
Please like, share and subscribe! Beauty businesses are depending on influencer partnerships now more than ever before. Live streaming tie-ups with beauty bloggers is through which they can keep their brand visible and engage directly with the growing numbers of digital consumers.
Many of us who love walking into our favorite beauty retail stores and trying out all the different shades of foundation till we find just the right one, may have to step back to prioritize health and hygiene at all costs! Artificial intelligence and not beauty assistants may lead the day with virtual apps and online shopping.
Why should skin have all the fun?
Salon brands like Enrich and Lakmé have already laid out hygiene and safety measures to be followed in their salons once they start operating. They are also e-training the salon professionals. Kaya Clinics has already begun video consultations.
In a nutshell, brands are seen to make the COVID-19 isolated world more accessible. To sum up, beauty lies in the eyes of the hygiene awareness and care focused on consumers and beauty brands. Irrespective of you dressing up and dressing down, the beauty industry will define your relationship with beauty for the current and consequent future times. “Even before the pandemic, the definition of “beauty” was becoming more global, expansive, and intertwined with individuals’ sense of well-being. The COVID-19 crisis is not likely to change these trends—and in that, there is reason for hope.”
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