Since March 2020, Covid-19 and its repercussions are part of the daily life of people around the world. In addition to forcing us to adopt new gestures (social distancing, barrier gestures), the pandemic has made us adopt new habits, including in the matter of which we consume cosmetics. Emma Grace Bailey, Editor & Brand Strategist for the foresight agency WGSN, deciphered consumer desires at the Sustainable Cosmetic Summit EU Virtual Edition.
“There are three indicators that help identify the expectations of beauty product users, following the Covid-19 epidemic,” introduces Emma Grace Bailey. “There is safety, the need for truth and commitment. These elements are then broken down into cosmetic trends, strictly speaking.”
“Safe Beauty”
Covid-19 exacerbated the fear of getting sick. People want to protect themselves from viruses and bacteria. And this is noticeable in the sale of hand soaps which has increased by 255 % since February 2020. This fear also translates into increased vigilance in the composition of cosmetic products. 60% of consumers have used an INCI decryption application in the last 12 months.
“In addition, to reassure customers, manufacturers are working on packaging with antiviral properties,” adds Emma Grace Bailey.
Transparency
According to Ipsos, only one consumer in five trusts the data provided by a company as such. This figure shows just how much mistrust is still in evidence.
More than ever, buyers need to be reassured, to have information on the sourcing of raw materials, to know the manufacturing processes.
Values and authenticity
40% of consumers stopped using a brand because staff and/or value chain actors were victims, according to the NGO Yougov.
This data shows how …
