The beauty and the make-up industry has been a resilient industry in times of economic turmoils and crisis. According to a McKinsey report, the beauty and the makeup industry will be one of the relatively stable industries during the ongoing COVID-19 pandemic too. While the behavior of the consumers and the beauty professionals are seeing a drastic shift, the industry has adapted to the new normal and hasn’t seen a drastic dip (unlike many other industries).
Let’s take a look at how the beauty and the make-up industry has evolved in a post-COVID world.
1)Beauty products remain an integral part of consumer’s life - with changed preferences
In a post COVID world, as people spend days (and months) at home, the consumption of beauty products and make-up habits have changed drastically. Skincare has become a critical aspect of the beauty regime. This change is also reflecting in the trend of sales of beauty products. Skincare, healthcare, and bath and body products have seen a spike in demand. This is because of the rise in self-care and self pampering trends.
When it comes to cosmetics, users preferences have shifted towards eye-makeup and nail art/makeup-related products. A TOI report suggests that when it comes to eye makeup consumers have evolved beyond buying basic eye products like Kajal to buying Mascaras and Eye shadow.
While these categories won. Lipstick has also seen a growth in demand. Flipkart has reported an increase of 75% in lipstick sales compared to the pre-lockdown period. Some of the reasons for this increase can be attributed to the increased use of social media and the uptick in the number of video content creators, beauty bloggers & influencers, and a rise in video communication - whether during works hours or to connect with peers and family.
Another impact of the rise in self-care trends is consumers have started caring about the ingredients of their beauty products, a trend that so far has predominantly been seen only towards the food category. According to a report by Mintel, a leading market intelligence company, it has become critical for brands and retailers to shift their products’ narratives towards health and wellbeing. Beauty brands must also offer transparent messaging about ingredient sourcing and the sustainability of the products. In a post-COVID world, Eco-ethical considerations will also play an important role for consumers to make purchase decisions while buying beauty products.
2)The rise of the DIY trend
As the pandemic hit, a lot of salons saw a drastic decrease in the number of walk-ins. This trend will continue to stay for the coming few months. However, with limited access to beauty professionals, many beauty enthusiasts took the matter into their own hands and experimented with their looks and make-up.
We all remember the time when everyone was boasting about their hair-styling skills on Instagram. The behavior of moving to DIY make-up is echoed by consumers across the globe. In fact ‘How to’ searches related to the application of make-up or styling saw a huge surge. Among 2020’s top trending beauty how-to searches - how to cut men’s hair at home, how to color your hair at home, how to dermaplane, were some of the most popular searches.
3)Make-up World Shifts Online
With social distancing becoming the need of the hour, most businesses that relied on physically meeting the customer have been impacted drastically. The online medium has salvaged the situation by allowing make-up artists to explore new avenues like - online training, beauty b(V)logging, etc.
While this might not be the solution in the long term, it is helpung make-up artists to stay afloat and build their portfolios.
4)No Compromise on Safety and Hygiene Standards
In a post-pandemic world, safety and hygiene have become non-negotiable demands of customers, and rightly so. The customers are likely to interact with a beauty salon if they are confident about their hygiene practices. This has brought a profound change in the way beauty salons operate and train employees. Staff and customer safety have become the priority for beauty salons.
Beauty professionals and salons are ensuring the highest standards of hygiene with PPE Kits, face masks and shields, thermal scanning, sanitization of the booths after each service, etc. They are also investing time in giving exhaustive COVID-19 related hygiene training to employees. A TOI report suggests, some make-up professionals have also trained their staff by the National Skill Development Corporation (NSDC) Government of India and Barbicide.
5)The Rise Of At-home Services
With the rise of concern over public spaces, at-home make-up services through platforms like Urban Company have also seen a spike.
With the concern over the safety of products, location, etc. having a make-up artist come to the customer’s place ensuring all protocols is a trend that has seen traction in a post-COVID world.
The Future Ahead
The Make-up and beauty industry is growing strong, if not prospering. The trend of DIY make-up, rise in awareness about self-care, the need to look presentable on video calls, etc. have contributed towards the resilience that the industry has shown.
The biggest shift is towards how consumers perceive make-up - it is no longer a means for vanity, rather a means to feel good and infuse some positivity in the daily routine in these glum times. Another pleasant change that the industry is seeing is that people are experimenting with and learning make-up. Make-up is a form of art for make-up professionals, but now people novice to the make-up world are also seeing it that way and trying out new styles and trends. These trends will lead to positive shifts in the make-up world in the long run too.
However, currently, to stay afloat beauty professionals and cosmetic companies will have to shift their focus on the online medium. For make-up artists online can help them guide their clients, teach make-up, build their portfolio, till things normalize. The photoshoots, wedding plans, TVC shoots might have halted but will all resume pace in the coming months. The need for safety and hygiene will be a priority even when things go normal and makeup artists will have to ensure they are trained with proper safety and hygiene protocols and have the proper tools for sanitization and hygiene.
If you are a make-up professional looking for ways to cope up with the industry situation during these times you might find our article - How to cope with COVID-19 Pandemic as a Makeup Artist useful.