The beauty and cosmetics industry saw many changes during the health emergency due to COVID-19, changes in habits that also outlined the new consumer trends of 2021.
The first noticeable change was seen in the channels used for purchases: due to lockdown and thus reduced mobility, e-commerce in the cosmetics sector increased by 38.8 percent in the first half of 2020, reaching a sales value of about 670 million euros.
In terms of the types of products purchased, the requirement to stay at home and smart work and the use of face masks have led to a decline in makeup sales, particularly lipsticks. In contrast, personal care and skincare routine products saw a significant increase. Of course, purchases of personal hygiene and sanitation products also grew.
Mask-proof and no-transfer beauty products and cosmetics
The health emergency has given rise to new needs regarding beauty and cosmetic products. Precisely because of the introduction of mask use for many hours at a time, consumers-especially women-have favored, for example, the purchase of mask-proof and no-transfer products to always look neat and maintain flawless makeup.
There was also an increased demand for products to enhance the eyes: eye pencils, eyebrow pencils, mascara, eye shadow, etc….
Thanks to the tutorials offered during the lockdown by brands and influencers, attention to skincare and thus to masks, serums, and creams has grown.
The new beauty routines born during the lockdown, in fact, are predominantly focused on:
- Skin hydration;
- natural effect make-up;
- focus on the gaze.
Therefore, cosmetic companies today must ensure with their offerings products that meet the three basic needs born with the pandemic: sanitization, protection and moisturization.
Purchasing 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:
- Attention to green, naturalness of products;
- sustainability;
- Centrality of hygiene and sanitation.
Moreover, as shown in the report “Beauty and cosmetics: the online market in Italy” by Idealo (a famous price comparison portal), it turns out that in 2020 online purchase intentions increased by 40.2 percent compared to 2019.
Also from the report, it can be seen that the main target audience is Millennials (users between 25 and 34 years old), especially women (63.6%), who surf from mobile (79.0%) doing searches mainly on Wednesday evenings between 10 p.m. and 11 p.m.
In particular, online interest in hand and nail care items and skincare products has grown.
Among men, however, online searches for beauty and cosmetic products have increased. In particular, interest in beard products increased in 2020 (+70.9%).
During the lockdown taking care of oneself has been an important strategy for not allowing oneself to indulge in couch-burning. On the one hand, time spent on makeup has decreased; on the other hand, time spent on skin and body care has increased. More generally, as a result of 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,” new marketing narratives in the beauty industry will have to balance hygiene and naturalness, mixing beauty and science.
