What will the world be like when we return? Beauty consumer habits and Coronavirus

QuMind communities share what the UK consumer thinks the world will be like when we return.

There are likely to be a multitude of changes over this isolation period that will have a profound impact on brands when and if life returns to normal.

None more so that in beauty as we are seeing a significant change in people’s make-up and beauty routines since the start of the lock down.

The key differences are that some women are choosing not to wear make-up, 24% say they are wearing less make up than usual. Some don’t see the point if they are not coming into contact with others, and also feel that it is a waste of product. Some women are also choosing to style or wash their hair less again because they will come into less contact with others and also because they can’t get out to the gym.

• “My usual make up routine involves putting a lot of make up before I go anywhere, but if I’m home all day and won’t be seeing anyone then I don’t bother”
• “My beauty routine is much more basic as not working from home and not going out for lunch and meals. As a result, buying cosmetics etc is not really on my mind at the moment.”
• “I have not touched any makeup since I started working from home as it is a waste of product”

There is little change in core skin care routines, with most sticking to their daily routine as a minimum, for example cleansing, toning and moisturising to keep the skin hydrated and healthy. Some are finding more time to go the extra mile, 24% say they are looking after their skin more. This often translates to extra time moisturising the body, having long relaxing baths, or applying face masks.

The biggest difference most have seen is the increased need to look after and moisturise the hands, after increased washing.

So overall we are seeing natural changes due to isolation and lack of socialising. This means that there is much more focus on care and pampering rather that looking good for others and society, its about feeling good for yourself and one trend for Beauty brands need to track going forward.

If you want to delve further into these trends please contact [email protected].

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