Beauty Care Industry Adaptation: Digital Transformation, Safety Focus, and Mindfulness Trends Post COVID 19

The recent months have brought profound transformations to the beauty care industry, as a result of the COVID-19 pandemic. In anticipation of navigating this post-pandemic era, how should companies in this sector adapt and evolve their strategies? Drawing insights from discussions at COSMOPROF 2020 virtual conferences featuring industry experts, Alcimed shares three emerging trs that will significantly impact the beauty care landscape.

Firstly, the accelerated digital transformation of the beauty care industry goes beyond simply incorporating digital tools; it's about embracing a digital-first business model. Prior to COVID-19, approximately 85 of sales occurred in physical stores. The enforced lockdown prompted many brands and companies to leverage digital channels to mntn their connection with consumers.

To engage audiences online, storytelling through platforms like Instagram and TikTok has become a key strategy for beauty brands during this period. Live streaming and influencer marketing allow brands to be more accessible and transparent. Additionally, innovative technologies such as + augmented reality AR, offer solutions that were previously unavlable. For instance, the launch of Beautyque's 3D online store in New York enabled consumers to experience a similar shopping journey they would enjoy in physical stores from their homes.

These digital innovations not only provide convenience and accessibility but also add value by creating an inclusive shopping experience across various touchpoints for both brands and customers. Considering that China's post-lockdown scenario still experiences a decrease of up to 43 in store traffic, digital platforms are expected to play a crucial role moving forward.

Next, safety is paramount, which has led to a new emphasis on cleaner beauty practices in this post-COVID era. Touchless solutions - such as voice-controlled or gesture-based virtual try-ons and products with embedded antibacterial properties, are being adopted across various stages of the consumer journey. This ensures not only hygiene but also adds reassurance amidst current global uncertnties.

Waterless formulas are another tr that addresses both safety concerns and sustnability efforts simultaneously. By eliminating water from formulations, brands reduce the need for preservatives which can help products stay free from contamination. This approach allows for cleaner ingredients while potentially cutting down on waste production and transportation carbon footprint - a win-win scenario for both consumers and the environment.

Finally, mindfulness in beauty is emerging as a significant tr influenced by the pandemic. Consumers are now seeking essentials that soothe their bodies and minds. Simplified products that offer holistic yet minimalist solutions to dly routines are resonating well with this need. The focus shifts from complex makeup applications to essentials like skincare, hrcare, especially hand care given the increased use of sanitizers.

In , as the beauty industry adapts to the post-pandemic world, there is a notable shift towards digital advancements that mntn connections and prioritize safety while ensuring consumer well-being remns at the forefront. For brands looking to capitalize on this transition, understanding these trs can provide valuable insights for developing strategies that the evolving market.

About the author

Kwei is a Senior Consultant in Alcimed’s Cosmetics team based in France.

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