4 Changes to the Beauty Industry During the Global Pandemic
If you belong to a beauty PR agency and you represent brands, your marketing strategy will likely have changed in accordance with recent trends.
The impact of the Covid-19 pandemic on the beauty industry was massive. But the industry only ever adapts. Here are 4 trends that emerged during our life in lockdown and are apparently here to stay:
1. Online makeovers
The closure of department stores directed makeup lovers online. Whilst this may not seem like a new shopping habit, the average makeup consumer preferred to test the physical product in-store. Brands were forced to innovate, leading to the development of virtual try-on technology for assessing skin tones, hair colour and more! AR filters allowed customers to digitally try on a whole look and this ensured that they still felt seen and it retained their trust in the brand. For now, the focus remains on the digital channels to connect with the customer.
2. Self-care
We’ve shifted from the glamorous trends to a focus on self-care. Social media is awash with mantras encouraging followers to pamper themselves and that starts with a skincare routine. Influencers’ content transitioned from makeup looks to step-by-step skincare guides. With less of a need for makeup while a lot of us still work from home, the sale of products decreased. On the other hand, skincare sales doubled as we chose to dedicate our efforts to achieving flawless skin instead. Beauty PR agencies connected the brands to their audience through online group pampering sessions.
3. DIY solutions
The global lockdown meant that we could no longer visit salons and we had to opt for DIY solutions at home. Once restrictions were eased, people continued to opt for at-home treatments that favoured social distancing and were friendly on the wallet. Here in Dubai, we saw a rise in these home beauty services as people strived to recreate their usual salon experiences in their own safe space.
4. A new beauty standard
Hygiene became the number one priority in the beauty industry and brands took the opportunity to position themselves as leaders in the field. We saw new products emerge such as blue light blocking skincare which addresses concerns over prolonged computer screen use. And who can ever forget the number of masks we have seen on the market. The beauty industry stepped up and created masks that were kind on the skin, that could accessorise an outfit and that were environmentally friendly.
Conclusion
The beauty industry is no stranger to changing up their routine. With a dedicated PR plan, brands can get the publicity they need in order to adapt to our new lifestyle. If you need help with your beauty brand strategy, get in touch at info@popcomms.ae