The epidemic has changed our lives. What are the new trends in beauty and personal care consumption?

According to Kantar's global research , global weekly cosmetics usage has dropped by 28% compared to before the pandemic swept the world , and by 31% compared to five years ago , with lipstick usage down by 40%.

The lockdown and the necessity of working from home have reduced the frequency of consumers putting on makeup and the demand for cosmetics, which is particularly evident among European consumers . Due to the need to wear masks during the epidemic, the demand for facial and lip makeup products has decreased significantly , while eye makeup has received more and more attention .

In addition, after the epidemic, the hair care market has developed rapidly. Data shows that during this period , the proportion of women who choose to grow long hair has increased from 58% in 2017 to 62% in 2021. The sales of hair care products such as conditioners have continued to grow, with a year-on-year increase of 5% in 2020 and a year - on -year increase of 7% in 2021. This figure also reflects the trend of high-end personal care market . Functional shampoo products for specific hair conditions , such as anti-hair loss and anti-dandruff, grew by 10% in 2021 , which is 5 times the growth rate of ordinary shampoo (only 2%) .

The study also found that as consumers pursue streamlined and high-quality makeup and skin care, they pay more and more attention to the composition of ingredients in products, and the demand for natural and vegan cosmetics has surged . The number of consumers purchasing facial and body care products containing natural ingredients has increased, and its sales have also increased from 18% in 2017 to 24% in 2021. The largest increase was in France, from 23% in 2019 to 32% in 2021.

In France, environmentally conscious consumers are willing to spend more on sustainable and natural products . French households spend 5% more on beauty products than the average household , indicating that consumers pay more attention to the safety of product ingredients rather than the price of the product.

The study emphasizes that current consumers are influenced by "minimalism" and "originality", and will pursue simpler designs and more natural and safe ingredients in both product appearance and ingredients. In the skin care category, "sustainable development" and "natural" will become consumers' search keywords, and are also the "killer move" for many brands to pursue high-end products .

Understand the changes in lifestyle caused by the epidemic and thus understand the evolution of consumers' life needs . Sellers need to have insight into market trends in order to make the right layout.

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