With the entire retail industry being turned upside down during the COVID-19 pandemic, the impact on the cosmetics industry as it relates to young adult consumers has been particularly interesting to understand. In the most recent Rising Consumers Market Research survey, two questions arose: first, which cosmetic have young women considered most essential when trips to the store and personal interaction are minimal? Second, can we spot any changes in favorability for cosmetic brands among these young consumers? 
 

Critical Quarantine Cosmetics
 
On the most recent Rising Consumers Market Research survey, respondents were asked the following question: “During this ongoing COVID-19 pandemic, which of the following cosmetics do you consider to be the most essential to buy and use?”
 
It turns out lip balm and lipstick were far and away the most popular choices (selected by 62% of respondents), followed by mascara and concealer. Other options, including foundation, face powder, blush, etc. all appear closely bunched together:
































This result is mostly consistent across racial groups and family income levels. Other interesting results from analysis of the data included:
 
• White respondents ranked lipstick and mascara as equally critical (56% each);
• While lipstick and lip balm were especially popular among Asian respondents (71%), all other cosmetics were rated far less critical than average for this group;
• Concealer, despite besides the third most popular choice, ranked relatively low for African American respondents (9%); and
• Respondents overwhelmingly buy makeup and personal care items more often at stores like Walmart and Target (82%) compared to drug stores (50%), online (30%), warehouse stores (30%), or at department stores (15%).

 
Favorability Trend Among Cosmetics Brands
 
Overall, favorability among all brands increased only slightly from 2019, but certain brands recorded significant increases during this pandemic.




































It should be monitored whether any certain trends continue beyond this year and whether any changes to favorability are a result of the current circumstance around social distancing.
 

About the Author
Chris Becker is the founder and president of Rising Consumers Market Research. Since 2013, Chris has worked in market research, both in the retail and higher education fields. Before moving into market research, Becker worked as a certified public accountant. Becker earned his Bachelor of Science degree in Accounting at Slippery Rock University of Pennsylvania and is currently enrolled in Master of Data Analytics Program at Penn State University. He lives in Pittsburgh, PA. Connect with Chris on LinkedIn.