Anna Keller, Twincraft Skincare's Director of Trend & Marketing Strategy, shares key insights from CEW's virtual conference, State of the Beauty Industry: Transformed.
Each year, CEW holds a trend-focused event to recap the previous year's data and insights and to hone in on what marketers, retailers, and beauty brands can expect from the year ahead. The 2020 event was held in early February before the COVID-19 pandemic hit the United States. While the initial event was insightful, its takeaways have largely been nullified because of the pandemic and its social and economic impact. This week's event helped to update attendees on how the personal care and beauty industries have evolved over the last 6 months, and what we can all expect from our new normal.
1. Realization – Awareness and initial reaction to the crisis
2. Reality – Stores are closed and the pandemic’s impact is starting to reach its peak
3. Restart – Stores begin to reopen and consumers consider discretionary purchases
4. Recovery - Categories begin to see signs of growth
5. Re-emerge - Back to business as usual, or the new normal, in some industries
The pandemic’s management & impact has been varied across the US and hit some industries much harder than others. The beauty industry's sales have suffered greatly due to the close contact nature of beauty services and product selling, and these businesses are going to take much longer to enter phase 5 in a safe and profitable way.
Overall, fragrance is having a very challenging year. People just didn’t feel the need to wear as much fragrance while they were stuck at home, and it is difficult to shop for new fragrances through ecommerce.
Another interesting trend shows growth in higher concentration fragrances for both men and women. It may be a challenge to smell fragrance through a mask, but for those who still want to wear fragrance, a stronger smelling perfume or cologne can still give them the olfactory impact they’re looking for when they enter a room. (The NPD Group)
What is blue light?
Not all colors of light have the same effect. Blue wavelengths have been found to boost attention, reaction times, and mood, but the cool-toned light can also damage the retina and reduce the body’s natural excretion of melatonin. Blue light is emitted by many electronics, such as computer screens and smartphones, and awareness about the light’s impact on sleep is well documented. However, it is also harmful to the skin, causing hyperpigmentation, inflammation, and damage to skin cells. Blue light damages collagen through oxidative stress, causing many common signs of aging. (The New York Times)
Education and awareness about the impact of blue light on the skin is on the rise. However, Americans are still glued to their phones and other devices for work, digitally connecting with friends and family, staying on top of evolving news and trends, and watching entertaining content, so shoppers are looking for protection instead of avoiding blue light altogether.
Makeup |
Skincare |
+52% Annual 2019 Dollar Growth |
+104% Annual 2019 Dollar Growth |
+179% First Half 2020 Dollar Growth |
+ 170% First Half 2020 Dollar Growth |
Source: The NPD Group
Source: The NPD Group
Google searches for brow products are on the rise, too, with queries related to brows up +24.6% YoY. Shoppers are looking for information or product guidance around the search terms clear mascara, soap brows, eyebrow dye, eyebrow serum, and eyebrow razor as they adjust to their new normal. (Spate)
Facial skincare sales are up +14.5% from March – June 2020 in grocery stores (Nielsen)
While many supply chains are still recovering from the early stages of the pandemic and COVID-19 cases continue to rise in many parts of the United States, this shift in behavior could be here to stay.
19% of consumers plan on embracing a more natural look, including grey hair and grown-out roots, and 26% expect to wear less makeup (Nielsen Summer COVID-19 Survey)
By embracing more natural looks, consumers are also reducing their need to visit salons or department stores. 21% of respondents expect to visit salons less often, and 22% of respondents expect to do less purchasing of beauty products at specialty or department stores. (Nielsen Summer COVID-19 Survey)
Google search interest in keywords such as scalp mask, foot mask, butt mask, hand mask, and boob mask are all on the rise, with YoY interest in face masks up 25.4%.
This increased interest in at-home masking is also related to the closure of salons and spas. Many shoppers can’t get their regular chemical peels or detoxifying facials and must take ownership themselves to get the glowy or clear skin that they usually visit a professional to achieve.
Before the pandemic, many Americans were already looking closely at ingredients and where beauty products are made. Supply chain and economic concerns have heightened the concern and demand for how and where products are made, and now 51% of those surveyed said that buying American/Made in the USA is something that they look for and is important to them (Glimmer Study 2020).
Many of the prospects that Twincraft Skincare works with are surprised to learn that we develop and manufacture 100% of our finished goods here in Vermont. American made products can sometimes have a higher cost associated with them, but for shoppers who want to support this claim, the benefits are worth it.
(StellaRising, US Consumer Sentiment During the Coronavirus Pandemic)
Want to discuss turning these trends into new product development ideas? Contact us!