The COVID-19 pandemic continues to wreak havoc across the globe, casting a dark shadow over every industry. One such impacted industry is beauty and personal care – an area that was previously experiencing sustained growth on a global scale before the outbreak of this deadly virus. Prior to COVID-19’s arrival, 85% of all revenue in this market came from in-store sales, but as customers have changed their behaviour due to fear or concern for spreading infection, these numbers are expected to change dramatically. McKinsey predicts that within four years, there will be no more significant gains for any business depends solely on in-store purchases, while many companies focus heavily on online sales.
According to Mariana Joseph of Techfetch RPO,( https://rpo.techfetch.com/), one of the most renowned rpo recruitment firm in the United States,” Beauty industry recruiters were hard at work during the COVID 19 pandemic; With a global shortage of beauty products and cosmetics, it was up to local businesses to capitalize on this opportunity by recruiting qualified candidates who could meet market demands for safety standards while also providing quality customer service skills.”
As more and more consumers turn to the internet, brick-and-mortar stores are feeling a tremendous impact. In this socially remote era, we’ll go over what retailers have been up against recently with these trends, as well as how it will affect businesses and shoppers alike.
How Coronavirus is impacting the beauty industry
A pandemic is causing significant challenges to the beauty industry. Lockdowns in countries result in decreased usage of beauty products and revenue declines. However a segment of the industry ensures preventative steps are being taken to mitigate this.
- The spread of the Coronavirus is affecting beauty products. For example, Amazon saw a rise in sales for skin care and personal care items by 8%.
- Governments are advising companies to minimize logistical intervention to not contribute to the spreading of this virus.
- Laboratory testing has also been negatively affected due to a shortage of staff members: “Due primarily because laboratory personnel involved in product development have had restrictions on their travel imposed.” Supplies may be scarce now that government-imposed travel restrictions will limit the availability of these beneficial substances.
- With online retailers and stores shutting down, small brands are at a crossroads. They’ll have to find new ways of making sales to stay afloat – which won’t be easy given the difficulty they already face with limited customer bases.
- Many smallscale beauty companies rely on brick-and-mortar shops for their livelihoods because customers generally only buy from physical locations when trying out samples or wanting products that can’t easily be shipped, such as fragrances, skincare items like serums and moisturisers; hair color kits designed specifically for dark tresses; make up brushes; accessories including sunglasses cases, clutches etcetera. The closure of these types of establishments could have an impact and influence on sales for the boutique owners
The Importance of Clean
COVID-19 is prioritizing hygiene and the use of clean ingredients. For years, consumers have been looking for natural products with pure components in nearly every category from food to cleaning products—beauty and personal care is no exception.
According to Supermarket News research, over half of the women who use beauty products feel that it is critical to understand the components contained in the product they are using. However, natural ingredients have a shorter shelf life and pose an increased pandemic risk due to their instability when exposed for long periods.
Beauty brands are constantly looking for new ways to keep up with the changing needs of their customers. They must make sure that they provide products that look not only good but also feel safe and natural at all times, without sacrificing shelf-life to do so.
The cosmetics industry has been forced to adapt quickly as a result of the virus, creating products that are quick and easy to use. Spray-on makeup is more desirable than other cosmetic forms since it avoids direct contact with the face, which must be avoided at all costs to prevent spreading.
Skincare tools are a great alternative for people who want to avoid touching their faces when treating their skin. According to research, since the pandemic began, sales of high-end skincare gadgets that help renew, firm, and tone your skin have tripled.
DIGITAL INNOVATION IS PRIORITIZED
COVID-19 has served a range of beauty brands and retailers by infusing creativity into their marketing, sales, and operations. This refreshingly creative approach is now available for all other industries looking to innovate in the digital world; COVID-19 can help them rethink how they do things while providing excellent customer service at every step along the way!
Chatbots are now being used by many big beauty brands not only for booking appointments but also to help customers select make up colors via a selfie with artificial intelligence and augmented reality technology so that consumers can virtually test on products before purchasing them online. This is an excellent way for brands to provide potential buyers more confidence in making purchases from another country or state without having actually seen it themselves!
HOW DO WE MOVE FORWARD?
Clearly the rise of COVID-19 has had quite an impact on consumer habits regarding beauty and self-care. In times like these, it’s necessary to focus on taking care of yourself both inside and out. While cosmetics are still popular with consumers who can afford them, there’s been more demand for skincare products as well as masks that will not only cover up your skin but also provide you with protection from outside contaminants.
When it comes to product innovation, brands should prioritize natural hygienic touch-free products. Additionally, they may want to consider increasing sales of larger sizes and incentivize bulk purchasing for consumers who are still not comfortable going in a store or salon.
If post-COVID is any indication of the future, beauty brands will need to adapt their strategies. Consumers may be able to try products for free online before they buy them in stores, and this could have a significant impact on how companies market themselves and advertise new products. Brands that focus their energies on providing information about safe product use as well as healthy lifestyle choices are best positioned not only now but also going forward into an uncertain future. Read More