gci

Current Issue cover

COVID-19’s Impact on Beauty Consumer Behavior

Contact Author
Close
Fill out my online form.
Woman with face mask on

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.

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.