The cosmetics sector will be conditioned by new consumer behaviours and expectations, according to cosmetics manufacturer and distributor Quadpack.
2020 was a challenging year, and companies have tested their resilience, innovation and agility. The upheaval of daily life due to the COVID-19 epidemic has marked behaviours and expectations, and 2021 begins on a note of uncertainty for many cosmetics companies, although trends are already emerging. As the New Year approaches, Quadpack offers a small selection:
Virtual experiences: Physical stores have temporarily moved to the back burner, but online transactions have exploded. The filters available on social networks for brands, virtual fitting and online showcases are just a few examples of the digitization of the beauty sector.
Clean and durable formulas: The concern for hygiene is decried, but will leave its mark, and people will continue to wash their hands and bodies, without harming the planet. More than ever, consumers are carefully examining formulas and ingredients.
Personal well-being and comfort: Sales of skin, hair and bath care performed well in 2020, according to a report by McKinsey. "Home care" is an important trend, illustrated by the rise in sales of candles, soaps and aromatherapy products.
Products "to apply yourself": As salons are closed, or considered "at risk" by some consumers, hair colouring, hair removal and manicure products "to apply yourself" are gaining popularity.
Family packs: Mintel says spending behaviours are prompting beauty and personal care brands to adapt their pricing strategy in the regions most affected by the crisis by exploring options such as family packs.
Make-up renaissance: According to an NDP report, 80% of women say they will resume their make-up habits after confinement. There is a real desire to return to the beauty practices of the day.