Quarantine has naturally created restrictions in the work environment and consumerism. This has been leading to many struggling businesses with the beauty industry being no exception. Whilst it has been the most difficult time for startup brands especially, we should also remember to credit the bigger brands who are using their power to give something back such as LVMH donating hydroalcoholic gel French hospitals. Overall, we are still unsure as to how long the effects of the pandemic are going to play out with experts predicting long-lasting changes in the industry. Fortunately, there are new ways in which you can still meet consumer demands. Acknowledging the companies that are successfully coping is the best start you can make to adjust your own brand in order to bounce back.
Demand For COVID19 Accustomed Cosmetics
It may be worth creating products that somewhat blur the line between hygiene and skincare. We are all aware of the importance of keeping our hands clean as our lives may depend on it. However, most of us are only recently beginning to deal with the aftermath of using harsh sanitizers and continuously washing our hands.
Did you know that handcare is becoming more popular with the interest in hand masks rising by 1400% compared to this time last year?
That being said, there have been a total of 2.2 M searches for hand sanitizer in the first week of this month which is a good reason for brands to start offering multi-tasking products such as effectively moisturizing hand soaps and hand creams with antibacterial properties. This can be achieved by adjusting your current products, including new products, or launching a brand new line entirely. Wildlife conservationist, Jane Goodall has teamed up with Neptune Wellness who has recently announced the launch of Forrest Remedies, a new product line consisting of hygiene and self-care offering hemp-based hand sanitizers, essential oils, and other plant-based products.
Education and DIY
Tutorial content is becoming incredibly necessary with the pandemic preventing consumers from visiting their regular out of home pampering services. These can come in the form “show me how” tutorials like giving yourself a haircut or educating consumers on the best DIY skincare ingredients to personal consultations. A good example is a celebrity facialist known as Melanie Grant who has been offering her clients virtual skin consultations as well as Benefits National Brow Artist, Hannah Mutze uploading eyebrow tutorials on Instagram. Content marketing has now become more vital than ever before; with most of the world stuck indoors, consumers will definitely appreciate those who choose to share their expertise.
Supplements
Food supplements have been on the rise for a while now and our recent events have been putting immunity vitamins and herbs in even higher demand. Vitamin C currently has an average of 306,051 weekly searches, echinacea follows with 144,696 and Elderbererry with 10,458. Ingestible cosmetics are becoming extremely popular so it’s a good idea for brands to start offering supplements specifically with immunity benefits. COVID19 may likely inspire many brands to step up their supplement game which is why it’s important to offer yours with appealing tastes and a variety of deliveries, such a chewables, and powders as opposed to just pills in order to remain on top of the competition. The CBD remedy brand, Highline Wellness, has been launching new lines in accordance with consumer needs during the pandemic like their CBD immunity gummies.
As we are currently unable to predict the long term impact this virus may have on the industry, it’s important that we become open to change and consistently keeping up to date with any new information.
