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.