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Beauty Conversations Decline 16% on Instagram

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The coronavirus pandemic accentuated the declines in consumer conversation around luxury and prestige beauty.

As the COVID-19 (coronavirus) outbreak reached the United States, Instagram saw a 16% decline in U.S. beauty conversations.

Social Standards has released the report “COVID-19 Insights: Beauty–March 2020,” which analyzed social data points from March 7- 21, 2020.

According to the report:

  • Masks, specifically sheet masks and clay masks, were the only beauty products to witness a rise in conversation volume.
  • Social Standards saw a significant decline in conversation volume around on-premises services, including permanent makeup, microblading, Botox, dermal fillers and skin treatments.
  • Cosmetic products all experienced a decline in social conversation volumes, including concealer, foundation and mascara.
  • Glitter, setting products and eyebrow pencils experienced the steepest decline in social conversation.
  • The coronavirus pandemic accentuated the decline in consumer conversation around luxury and prestige beauty.
  • Food- and plant-based ingredient conversations grew in overall beauty conversations.
  • Skin care conversations skewed more towards consumers seeking stress relief.
  • Cosmetic conversations appeared to skew more towards consumers feeling stir crazy.
  • Consumers appear to be deprioritizing environmental conservation in favor of sanitation.
  • Since COVID-19, there has been a significant increase in the desire for disposable products, which had been declining in beauty prior to the pandemic.
  • Self-care conversations are on the rise and the topic is projected to exceed its peak in 2019.