The epidemic has brought a new normal to beauty. What are the keywords that have increased in searches?

As the epidemic becomes more and more common, its impact has gradually penetrated into different aspects of people's lives. Beauty consumption has also seen new changes and characteristics.

1. Search volume for skincare essences surges

Social isolation and staying at home have reduced human contact and the role of makeup. People are spending money on skin care instead . Searches for products such as essences have surged, with searches for vitamin C, hyaluronic acid, and retinol serums all increasing by 20% to 40% .

The growing number of skincare influencers active on social platforms has also helped boost the skincare trend , especially among younger people. On TikTok, skincare bloggers like Hyram Yarbro have grown from 100,000 followers to more than 6 million in the past year .

2. Hair and nail care become a new trend

In addition to skin care, nail and hair care products have also seen a surge in demand , and this trend will continue . In order to prevent the epidemic , people have significantly increased the frequency of washing hands and disinfecting . The sales of high-end and luxury hand sanitizers have soared accordingly .  

Major brands have also stepped in to take advantage of the new trend and launched their own new products . For example, care brands By Humankind and L'Occitane have launched their own hand sanitizers. Moreover, this demand has expanded from disinfectants to hand creams and is expected to continue to grow this year .  

3. Relieving pressure becomes a consumption growth point

Major brands have also seized on consumers' anxiety and designed products that focus on relieving stress . For example, the fragrance brand Forest Lungs launched a perfume that focuses on healing effects . In addition , 2020 is also the year when "bathing" became popular. On Pinterest alone, the search volume for "spiritual bath" increased by 180% year-on-year, and the search volume for "deep soaking tub" increased by 145% year-on-year .

4. The demand for radiation protection has increased significantly

The increase in screen time has also raised consumers' awareness of blue light radiation. In the past 12 months, searches for blue light isolation have increased by 46 % , and sales of brands specializing in isolation have skyrocketed. Coola, a sunscreen brand that offers a variety of blue light products , has doubled its weekly sales on Amazon and tripled on its own website.

5. Eye makeup becomes the focus of your look

The requirement to wear masks for epidemic prevention has also changed the focus of people's makeup , and eye makeup has become a new focus. Therefore, brands have also begun to focus on products for the eyes. For example, the eye makeup products of Peace Out , a French Sephora , achieved 6 times the brand's revenue forecast in the first month. In the United States, eye makeup was also the most profitable part of cosmetics in 2020, with sales revenue of US$1.96 billion.

At the same time, this influence has also been brought into the fashion industry. Eyebrow makeup has become the focus of spring and summer 2021. Major brands have created their own unique makeup. I believe that even if the epidemic gradually eases, the above beauty trends will still dominate the whole of 2021.

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