The beauty and cosmetics sector has undergone many changes during the health emergency due to COVID-19, changes in habits that have also shaped the new consumer trends of 2021 .
The first notable change was observed in the channels used for purchases: due to the lockdown and therefore reduced mobility, e-commerce in the cosmetics sector recorded an increase of 38.8% in the first half of 2020, reaching a sales value of around 670 million euros.
Regarding the types of products singapore phone number data purchased, the obligation to stay at home and work from home and the use of masks have led to a decrease in sales of makeup , especially lipsticks. On the other hand, personal care and skin care routine products have seen a significant increase. Obviously, purchases of personal hygiene and sanitation products have also increased .
Beauty and cosmetic products without mask and without transfer
The health emergency has given rise the photo is mine to new needs for beauty and cosmetic products . Precisely due to the introduction of the use of the mask for many consecutive hours, consumers – especially women – have favored, for example, the purchase of anti-mask and transfer-free products , to always be tidy and maintain impeccable makeup.
There has also been a greater demand phone number vietnam for products to enhance the eyes: eye pencils, eyebrow pencils, mascara, eye shadows, etc.
Thanks to the tutorials offered during confinement by brands and influencers, attention has increased on skin care and therefore on masks, serums and creams.
The new beauty routines born during confinement, in fact, are mainly focused on:
- skin hydration;
- natural effect makeup;
- Focus on the gaze.
For this reason, cosmetic companies must now guarantee products that meet the three fundamental needs born with the pandemic: sanitation, protection and hydration .
Shopping trends in Italy in the beauty and cosmetics sector
Among the new purchasing trends in Italy in the beauty and cosmetics sector , we can identify three macro-trends:
- the attention paid to green, to the naturalness of products;
- sustainability;
- centrality of hygiene and sanitation.
Furthermore, as highlighted in the report “Beauty and cosmetics: the online market in Italy” by Idealo (a famous price comparison portal), it appears that in 2020 online purchasing intentions increased by 40.2% compared to 2019.
According to the report, it is clear that the main target is represented by Millennials (users aged 25 to 34), especially women (63.6%), who surf from a mobile (79.0%) carrying out searches mainly on Wednesday evenings between 10:00 p.m. and 11:00 p.m.
In particular, there has been growing online interest in hand and nail care items and skin care products.
Among men, on the other hand, online searches for beauty and cosmetic products increased. In particular, interest in beard products increased in 2020 (+70.9%).
During the lockdown, self-care was an important strategy to avoid giving in to the brutality of the couch. On the one hand, the time spent on makeup decreas . And on the other, the time spent on skin and body care increased. More generally, due to the pandemic, there will be a greater desire for cleanliness. As BeUnsocial points out in its article “Beauty, citizenship, finance, luxury and travel: the trends of 2021”, the new marketing narratives in the beauty sector will have to balance hygiene and naturalness, mixing beauty and science.