The health crisis has upset the beauty habits of consumers, who have had to adapt to wearing a mask, deal with the closing of stores, and experiment with teleworking. Significant changes have changed their perception of beauty and their buying habits, which could continue long after the pandemic is over.
More screen time, fewer shopping trips, and social life on hold for several months. The global pandemic has undoubtedly completely changed our consumption habits, forcing brands to reinvent themselves to adapt to our new lifestyles. The beauty industry has not escaped this and must deal with a new beauty routine, impacted by the wearing of masks and the generalization of telework and new purchasing habits induced by confinements. Successive. So what will the beauty consumers of the future look like?
Less makeup, more skincare
A large study conducted by PowerReviews among 10,646 active consumers of beauty products in the United States at the beginning of the year reveals that Americans are now focusing on skincare (56%). A finding can be explained by the increased time spent at home, which offers more of the possibility of affording these cocooning moments, but also by a lesser presence in the institutes linked to social distancing measures.
