Beauty consumer behavior amid the COVID-19 pandemic reflects the need for treats and stress busters, according to a WeCosmoprof presentation by Vivienne Rudd of Mintel. Rudd noted, “Beauty brands should find solutions for consumers’ need for indulgence and anti-stress measures while taking advantage of their extra time with pampering products such as face or hair masks, or encouraging them to follow multi-step routines.”
Consumers are seeking out holistic skin care, which combines care with reassurance, Rudd said. In addition, the bathroom can become a mindful oasis--43% of U.S. consumers and 65% of Brazilian consumers say they are making their mental health more of a priority since the onset of COVID-19.
Defense is another key trend. According to Mintel, hand sanitizers are taking on premiumized, holistic and caring messaging. The presenter encouraged brands to market hand care as a “top-up shield” against viruses. Forty-five percent of U.K. hand care users want these products to feature antibacterial protection.
Meanwhile, face masks will create new niches in skin care and color cosmetics, particularly with a greater focus on the eyes and treating “maskne.”
Finally, consumers are looking for “brands that behave well,” such as donating to COVID-19 charities or, more recently, showing meaningful solidarity and action in response to the Black Lives Matter movement.
