• Login
    • Join
  • Subscribe Free
    • Magazine
    • eNewsletter
    Checkout
    • Magazine
    • News
    • Formulary
    • Exclusives
    • Top Companies
    • Raw Materials
    • End-User
    • Packaging
    • Directories
    • Events
    • Jobs
    • More
  • Magazine
  • News
  • Formulary
  • Exclusives
  • Top Companies
  • Raw Materials
  • End-User
  • Packaging
  • Directories
  • Events
  • Jobs
  • Current / Back Issues
    Features
    Columns
    Editorial
    Digital Edition
    eNewsletter Archive
    Our Team
    Editorial Guidelines
    Subscribe Now
    Advertise Now
    Top Features
    ACI Is Front & Center During the Pandemic

    Sun Care Market Set to Rebound in 2021 as Travel Returns

    Making Up for Lost Time

    All’s Well with Wellness

    Help for Indies
    Online Exclusives
    Association News
    Breaking News
    Financial News
    Industry News
    International
    Marketing News
    New Products
    News Front
    Packaging News
    Patents
    Personnel
    Regulations
    Snapshots
    Top News
    Live From Shows
    Top News
    Cococare Appoints First Woman President

    Ross Highlights Triple Shaft Mixers

    Arm & Hammer Unveils Foot Wipes

    Batiste Rolls Out Wonder Woman Dry Shampoo

    Erno Laszlo Taps Carina Lau as Global Spokesperson
    Blog
    Online Exclusives
    Infographics
    Podcasts
    Whitepapers
    Videos
    Expert's Opinion
    HappiTV
    eBook
    Surveys
    International Top 30 Report
    Top 50 Report
    Top Companies
    32. Tupperware

    48. State

    14. Natura

    The Top 50 Report

    23. Pierre Fabre
    Actives
    Functional Ingredients
    Pigments
    Polymers
    Preservatives
    Surfactants

    American Crew Expands Hair Care Range

    The Fragrance Foundation Celebrates Fragrance Day

    China To End Animal Testing for Imported 'Ordinary' Cosmetics

    Inolex Appoints VP Marketing

    Croda International Acquires Alban Muller
    Air Care/Environmental Fragrance
    AP/Deo
    Color Cosmetics
    Disinfectants
    Fine Fragrance
    Hair Care
    Household Cleaning
    I&I Marketplace
    Laundry Care
    Oral Care
    OTC/Medicated
    Packaging
    Personal Cleansers
    Skin Care
    Sun Care
    Testing

    Cococare Appoints First Woman President

    Arm & Hammer Unveils Foot Wipes

    American Crew Expands Hair Care Range

    Erno Laszlo Taps Carina Lau as Global Spokesperson

    Guerlain Supports Women, Bees
    Lab Equipment
    Mixing
    Packaging
    Testing

    Ross Highlights Triple Shaft Mixers

    Sustainable Cosmetics Summit is Online in June

    A Tube Ready for Prime Time

    Ecovia's Sustainable Cleaning Products Summit Goes Online (March 23-25)

    Burt’s Bees Outlines New Sustainability Goals
    Contract Manufacturing / Private Label Directory
    Buyer's Guide
    Add New Company
    Corporate Profiles
    International Buyers Guide Companies
    Centerchem Inc

    QRS (Quality Resourcing Services)

    Jeen International

    Ashland

    Praan Naturals
    Live From Shows
    Meetings
    Webinars
    Snapshots
    • Magazine
      • Current / Back Issues
      • Features
      • Editorial
      • Columns
      • Digital Edition
      • eNewsletter Archive
      • Subscribe Now
      • Advertise Now
    • Breaking News
    • Formulary
    • Directories
      • Buyer's Guide
      • Contract Manufacturing / Private Label Directory
      • Corporate Profiles
      • Add Your Company
    • Raw Materials
      • Actives
      • Functional Ingredients
      • Pigments
      • Polymers
      • Preservatives
      • Surfactants
    • End-User
      • Air Care/Environmental Fragrance
      • AP/Deo
      • Color Cosmetics
      • Disinfectants
      • Fine Fragrance
      • Hair Care
      • Household Cleaning
      • I&I Marketplace
      • Laundry Care
      • Oral Care
      • OTC/Medicated
      • Packaging
      • Personal Cleansers
      • Skin Care
      • Sun Care
      • Testing
    • Packaging
      • Lab Equipment
      • Mixing
      • Packaging
      • Testing
    • Top Companies
      • International Top 30 Report
      • Top 50 Report
    • Online Exclusives
    • Experts Opinion
    • Slideshows
    • HappiTV
    • Videos
    • Podcasts
    • eBook
    • Infographics
    • Blog
    • Whitepapers
    • Surveys
      • R & D Salary Survey
      • Sales & Marketing Salary Survey
    • Job Banks
    • Events
      • Industry Events
      • Live from show Events
      • Webinars
    • About Us
      • About Us
      • Contact Us
      • Advertise With Us
      • Privacy Policy
      • Terms of Use
    Content Microsite

    Three Ways Beauty Brands Can Adapt During COVID-19

    Opinium offers insight about changing consumer behavior.

    Three Ways Beauty Brands Can Adapt During COVID-19
    Consumer behavior around beauty is changing during the pandemic.
    Related CONTENT
    • Brabender GmbH & Co. KG
    • LA Collaboratory
    • Loop Hits 48 US States
    • Elizabeth Grant Debuts on QVC
    • Alkuhme
    Happi Staff05.14.20
    Stay-at-home and work-from-home has meant sweatpants, messy (and greying) hair and far less makeup for many American consumers. And while Opinium’s latest research on the current state of affairs has revealed the changing nature of beauty in society right now, opportunities exist, according to the insight agency which has offices in London and New York.

    A quarter of Americans (25%) are wearing less color cosmetics (foundation, blush, lipstick, eyeshadow) in lockdown. Of those who are using make up less often, over a third (35%) feel relieved that they don’t have to wear it anymore, while 39% are enjoying feeling like a more natural version of themselves. 15% of Americans expect to continue wearing less make up, suggesting a potential longer-term impact on beauty standards, found Opinium.

    However, not everyone appreciates the option to follow lower-maintenance beauty routines—a smaller number (28%) miss wearing cosmetics, and a fifth (21%) say they don’t feel like themselves when not wearing them.

    More than two in five (44%) of Americans wearing cosmetics in lockdown are doing so as a form of self-care during this difficult time. Older cosmetics users (those aged 55+) are more likely to be applying cosmetics during lockdown for this reason, 49% compared to 38% of younger Americans, aged 18-34 years.

    Beauty products are also serving as an affordable way for consumers to ‘treat themselves’ during lockdown, with nearly a quarter (23%) revealing that they have treated themselves to higher-end or luxury beauty products whilst at home more.

    While cosmetic use has declined, skin and hair care products have seen an increase in usage during the lockdown period. Three in ten (29%) are using skin care products more and a quarter (25%) are using hair care products more. A fifth (20%) report that they’ve been following longer and more elaborate skincare routines during lockdown and over a quarter (28%) are using more face masks. Similarly, a fifth (20%) are using more hair treatments.

    How can beauty brands and salons adapt to the new market? Here are three ways, according to Opinium:

    Beauty brand membership schemes: Heavy cosmetic users are interested in signing up to membership schemes with their favorite beauty brands. When asked how beauty brands and salons could engage with them during social distancing, the most popular response (28%) was a membership service. Such schemes could include a monthly fee that can be put towards purchasing items and gives access to exclusive content in lockdown, as well as access to exclusive items once restrictions are lifted.

    DIY tutorials: Over a third (34%) of Americans who typically get their hair colored at a salon are planning to or have already colored their own hair during the lockdown. As a result, there is a market for DIY tutorials. Americans who would normally go to the hair salon are somewhat interested in watching how-to videos for different hair styles (17%). This percentage is higher among men (20% vs. 14% of women) and young people (27%). Similarly, men are twice as likely as women to express interest in personal consultations (17% vs 9%) and video chat assistance to guide them through cutting their hair at home (16% vs 8%).

    Vouchers: 14% of salon customers under lockdown would be interested in buying vouchers for future services, with this increasing to 18% of men and 18% of those aged 18-34.

    “As with many aspects of life under lockdown, we are seeing Covid-19 accelerate certain trends in the beauty industry. Online tutorials, natural makeup, and self-care are poised to become even more important elements of Americans’ relationship with beauty due to this health crisis. Many changes could leave their mark and beauty brands must prepare for a more permanent shift in beauty standards and consumer behavior as a result of lockdown,” said Giulia Prati, vice president research at Opinium US.
     
    Related Searches
    • Color Cosmetics
    • Skin Care
    Related Knowledge Center
    • Color Cosmetics
    • Skin Care
    Suggested For You
    Brabender GmbH & Co. KG Brabender GmbH & Co. KG
    LA Collaboratory LA Collaboratory
    Loop Hits 48 US States Loop Hits 48 US States
    Elizabeth Grant Debuts on QVC Elizabeth Grant Debuts on QVC
    Alkuhme Alkuhme
    Szaidel Cosmetic, GmbH Szaidel Cosmetic, GmbH
    Scientist.com Scientist.com
    A US-France Trade War? A US-France Trade War?
    Space NK Is Out in US Space NK Is Out in US
    Support Creatives Assists Artists Support Creatives Assists Artists
    The Doctor The Doctor's Opinion: Dr. Janet Denlinger
    Post COVID Marketing Tips Post COVID Marketing Tips
    NatureLab Unveils Repair Treatment NatureLab Unveils Repair Treatment
    Retail Sales Decline 16.4% in April Retail Sales Decline 16.4% in April
    Grete Creates Summer Fragrances Grete Creates Summer Fragrances

    Related Content Microsite

    • Color Cosmetics
      Mirabella Pivots During Pandemic

      Mirabella Pivots During Pandemic

      Educates employees and customers on proper coronavirus sanitation practices.
      Happi Staff 06.29.20

    • Skin Care
      PCA Skin Introduces New Kits

      PCA Skin Introduces New Kits

      Addresses skincare concerns that can arise from wearing personal protective face masks.
      Happi Staff 06.17.20

    • Color Cosmetics
      Makeup Show Houston Postponed

      Makeup Show Houston Postponed

      The status of the New York City show remains uncertain.
      Happi Staff 06.15.20


    • Skin Care
      MasqueBar Salutes Frontline Workers

      MasqueBar Salutes Frontline Workers

      Donates 4,000 sheet masks to hospitals in North America.
      Happi Staff 06.12.20

    • Skin Care
      Mary Kay Expands COVID-19 Relief

      Mary Kay Expands COVID-19 Relief

      Donates hand sanitizer and supports frontline heroes in Asia Pacific.
      Happi Staff 06.08.20

    • Color Cosmetics
      Cosmoprof NA Postponed

      Cosmoprof NA Postponed

      The 18th edition of the event has been moved to June 2021.
      Happi Staff 06.01.20


    • Skin Care
      Sothys Closing NYC Spa

      Sothys Closing NYC Spa

      COVID-19 and economic conditions in city factored into company's plan.
      Happi Staff 05.29.20

    • Skin Care
      Ramy Brook Supports Healthcare Workers

      Ramy Brook Supports Healthcare Workers

      Creates Healthcare Heroes Registry to show gratitude.
      Happi Staff 05.29.20

    • Color Cosmetics | Functional Ingredients | Pigments | Skin Care
      Merle Norman Issues Sanitation Policy

      Merle Norman Issues Sanitation Policy

      Creates Survive, Revive, Thrive initiative with Sanitation Conversation.
      Happi Staff 05.29.20


    • Color Cosmetics | Hair Care
      Qosmedix Offers Coronavirus Tips

      Qosmedix Offers Coronavirus Tips

      Provides guidance and education for salons, spas and retail stores.
      Happi Staff 05.26.20

    • Color Cosmetics | Disinfectants | Hair Care | Household Cleaning | Laundry Care | Personal Cleansers | Skin Care
      The Pandemic v The Great Recession

      The Pandemic v The Great Recession

      There are striking similarities, says IRI.
      Happi Staff 05.21.20

    • Personal Cleansers | Skin Care
      L’Occitane Supports Burkina Faso

      L’Occitane Supports Burkina Faso

      Offers aid and relief to its partners and suppliers during the COVID-19 crisis.
      Happi Staff 05.21.20


    • Color Cosmetics | Hair Care
      Pravana Helps Salons and Stylists

      Pravana Helps Salons and Stylists

      Rolls out the Stylist Transform & Empowerment Program (S.T.E.P.)
      Happi Staff 05.19.20

    • Skin Care
      Eco Lips Debuts New Balm

      Eco Lips Debuts New Balm

      Unveils mission to donate to Frontline Hero Fund.
      Happi Staff 05.18.20

    • Actives | Color Cosmetics | Functional Ingredients | Hair Care | Personal Cleansers | Pigments | Polymers | Preservatives | Skin Care | Sun Care | Surfactants | Testing
      New Dates for PCHi 2020

      New Dates for PCHi 2020

      One of the first shows to fall will be held in July.
      Happi Staff 05.18.20

    Trending
    • Sunscreen On The Spot
    • L'Oréal Appoints Two To Executive Committee
    • BASF Achieves Palm Oil Commitment For 2020
    • Avon Launches Vegan Skin Care Line
    • Formulating Liquid Laundry Detergents
    Breaking News
    • Cococare Appoints First Woman President
    • Ross Highlights Triple Shaft Mixers
    • Arm & Hammer Unveils Foot Wipes
    • Batiste Rolls Out Wonder Woman Dry Shampoo
    • Erno Laszlo Taps Carina Lau as Global Spokesperson
    View Breaking News >
    CURRENT ISSUE

    March 2021

    • ACI Is Front & Center During the Pandemic
    • Rise… Then Shine
    • Making Up for Lost Time
    • All’s Well with Wellness
    • View More >

    Cookies help us to provide you with an excellent service. By using our website, you declare yourself in agreement with our use of cookies.
    You can obtain detailed information about the use of cookies on our website by clicking on "More information”.

    • About Us
    • Privacy Policy
    • Terms And Conditions
    • Contact Us

    follow us

    Subscribe
    Nutraceuticals World

    Latest Breaking News From Nutraceuticals World

    Diets High In Fructose Could Cause Immune System Damage
    Nestlé Acquires Premium Water Brand Essentia
    Kaneka Probiotics Announces Launch of L. plantarum DR7
    Coatings World

    Latest Breaking News From Coatings World

    Sherwin-Williams Announces Resignation of President, COO
    Ashland Completes Expansion, Relocation of Viatel Bioresorbable Polymers Manufacturing Facility
    Evonik Receives Sustainability Award from EcoVadis
    Medical Product Outsourcing

    Latest Breaking News From Medical Product Outsourcing

    FDA OKs First OTC Home Molecular COVID-19 Test
    FDA Approves Second Sight's Argus 2s Retinal Prosthesis
    Cross Border Venture Financing Rose in Final Quarter of 2020
    Contract Pharma

    Latest Breaking News From Contract Pharma

    Sharp Appoints EU Qualified Person
    Baxter Biopharma Solutions Enters Sterile Manufacturing Agreement for Novavax’ COVID-19 Vaccine
    Metrics Contract Services Completes Russian Regulatory Inspection
    Beauty Packaging

    Latest Breaking News From Beauty Packaging

    It's International Women's Day—But What Does That Mean?
    e.l.f. Cosmetics and Chipotle Collaborate on Burrito-Inspired Makeup Collection
    Weekly Recap: Sephora Expansion, Ulta Partners with Loop, International Women’s Day & More
    Happi

    Latest Breaking News From Happi

    Cococare Appoints First Woman President
    Ross Highlights Triple Shaft Mixers
    Arm & Hammer Unveils Foot Wipes
    Ink World

    Latest Breaking News From Ink World

    Capital Printing Invests in 2nd Komori Press
    Arna Marketing Adds Canon’s ProStream, VarioPRINT iX Production Inkjet Presses
    Massilly North America Adds Koenig & Bauer MetalStar 3 Metal Decorating Press
    Label & Narrow Web

    Latest Breaking News From Label & Narrow Web

    Xeikon details upcoming Xeikon Café TV seminars
    Resource Label Group acquires New England Label
    UV+EB-cured products rated 'easier to recycle'
    Nonwovens Industry

    Latest Breaking News From Nonwovens Industry

    Arm & Hammer Launches Foot Wipes
    Kimberly-Clark Names Chief Research and Development Officer
    FPInnovations Develops Biodegradable Mask
    Orthopedic Design & Technology

    Latest Breaking News From Orthopedic Design & Technology

    Australia Clears Conformis' iTotal PS Knee Replacement System
    Colfax Decides to Divide Its Businesses
    Stryker Corp.'s 2020 Sales Slip 3.6 Percent
    Printed Electronics Now

    Latest Breaking News From Printed Electronics Now

    Comercial Kywi Improves Customer Service, Front-Store Operations with Zebra Mobile Solution
    Global Smart Glass Market to Register 6.8% CAGR Between 2021-28: Grand View Research
    Wearable Patch Market to Reach $27.8 Billion by 2027: Allied Market Research

    Copyright © 2021 Rodman Media. All rights reserved. Use of this constitutes acceptance of our privacy policy The material on this site may not be reproduced, distributed, transmitted, or otherwise used, except with the prior written permission of Rodman Media.

    AD BLOCKER DETECTED

    Our website is made possible by displaying online advertisements to our visitors.
    Please consider supporting us by disabling your ad blocker.


    FREE SUBSCRIPTION Already a subscriber? Login