The cosmetics sector, like many others, had to react swiftly to change as e-commerce grew in popularity. Because of the new worldwide lockdown measures and physical separation, some cosmetics products, such as make-up, have been classified as non-essential. Meanwhile, skin-care, hair-care, and bath-and-body goods appear to be profiting from the self-care and pampering trend on the other end of the spectrum. Fans are entertained by beauty influencers’ videos on DIY masks and skincare tricks.
COVID-19 has flipped the beauty industry on its head, causing a significant shift in retail and customer behavior. It led to an increase in websites like Editor’s Pick
What would customers expect from the beauty industry in the aftermath of the epidemic, and how will businesses adapt? The current crisis has accelerated the cosmetics industry’s digital transition, and companies must move their focus to e-commerce, digital media, content, and services that enhance the consumer experience.
1. Influencer marketing in the digital era:
People all across the world are getting increasingly connected as technology advances. Cosmetics firms must develop more engaging strategies to get through the noise when marketing to Generation Z, especially after COVID-19.
Many B2C firms’ digital marketing strategies are increasingly incorporating influencer marketing. This is especially true in the cosmetics business, where consumers rely significantly on social media to make online purchases.
2. A Boost for Skincare Brands:
While color cosmetics remains the most popular beauty category, it has witnessed a predictable decline in income as a result of several lockdowns. However, sales of skincare products increased in 2020, with L’Oréal’s Active Cosmetics segment reporting an 18.9% increase in revenue over 2019. CeraVe “practically doubled in size,” according to Myriam Cohen-Welgryn, division president, while La Roche-Posay increased by double digits for the eighth time in ten years (https://bit.ly/3DSBpWi).
Blue light-blocking skincare, which is supposed to keep pores protected in the face of increased screen usage, has sparked particular interest. Between August 2019 and August 2020, searches for such products increased by 46%, while Coola’s blue-light-blocking collection saw week-over-week sales double on Amazon since March 1st last year (https://bit.ly/3DQ2qtH). In 2021, skin health will be a major emphasis for both businesses and customers, with continued growth projected as the year unfolds.
3. Using Augmented Reality (AR) to Try on Products:
The majority of enterprises have adapted to the digital world, while others are preparing to start. AR is already arrived and has matured to the point where it can play a critical role in a company’s digital transformation. As part of its digital strategy, the cosmetics industry has already begun to embrace augmented reality. L’Oréal, MAC, Estee Lauder, Smashbox Cosmetics, and Bobbi Brown Cosmetics have previously launched and published their own beauty applications in conjunction with ModiFace (acquired by L’Oréal). Thanks to a mix of face tracking and AR visual overlay, users may virtually experience a variety of beauty products before purchasing them by scanning their faces with a camera and applying goods in real-time settings.
