The health crisis has not only turned social and economic life upside down, it has also had a heavy impact on the well-being of a large majority of people. According to a report by Mintel, a market research firm, Canadians are using more and more cosmetics to take care of themselves, their state of mind and to fight against the ambient gloom.
While Canadians have always enjoyed pampering themselves, Mintel has seen an acceleration of the wellness trend caused by pandemic-related stressors.
In fact, 40% of Canadian consumers say that their mental health is now a priority. As a result, they are looking for ways to make themselves feel better. And it would seem that using cosmetics is one way to do so, as 54% of Canadians say that beauty products are a source of pleasure.
According to the research firm, brands have understood that there is a niche market to be filled and that customers are ready to try out new treatments. For example, 51% of Canadians say they have tried and enjoyed mood-enhancing fragrances.
“Professionals need to remind people that treating their skin and hair is not only about their physical appearance, but can also have a positive impact on their self-esteem and mental health,” says Mintel.
Canadians are also very concerned about the state of the planet and tend to consume nature-friendly cosmetics. 76% of them are trying to adopt a more eco-friendly lifestyle, 29% explain that they only buy clean beauty products and 34% say they are willing to spend more on such a product. Similarly, 34% say …
