Express news service
Since the nationwide lockdown was announced earlier this year, we’ve been comfortably cocooned in our homes. With extensions to working from home and minimal outdoor entertainment now that restaurants and malls have reopened, there is still not much you can do to apply makeup on a daily basis. Even if you do, the mask covers everything.
What does this current change in your personal care regimen leave for the beauty industry? Doyoul Lee, country manager of Innisfree India and chief executive of AmorePacific, noted a 4% drop in their makeup sales since the lockdown began. “It shows that people don’t buy makeup like they used to. While our pre-lockdown skin care sales were 81%, and post-lockdown they jumped to 85%. A four percent increase.
In addition, we can also see our body care line increase by three percent, ”shares Lee. As a result of the pandemic, skin care sales are increasing, albeit very slowly, notes Shahnaz Husain. “A recent report from consulting firm McKinsey & Co. confirms this, noting that interest in personal care and grooming trends has benefited the skin care, hair and bath segment and the body.
There is also a slight shift in makeup trends, with sales of eye makeup (mascaras, eyeliners and eyeshadows) picking up, ”says Husain. “Working from home, emeeting is a new style of working that keeps the demand for makeup essentials going. We have observed an increase in sales on online platforms compared to retail brick and mortar during this period, ”said Abhishek Bhattacharya, Country Manager at KIKO Milano.
Changing consumer behavior
Shankar Prasad, founder of Plum, observes that people have become more involved in their decision-making about what to consume, including skin care and cosmetics. “There are a lot more questions about safety,” he says, adding, “We have seen an increase of over 50% in skincare products; On the cleaning side, there was a massive spike in May and June, which has now leveled off at around 20-30% increase, possibly because demand is moving in line. The global health crisis has led customers to seek healthier options, leading to increased sales of organic and vegan products.
“Whether rational or emotional, leaving a lighter footprint on the planet seems to be of concern to many more people than ever before,” explains Prasad. Echoing the same sentiment, about organic and natural products, Lee says, consumers are trying to look for more qualified products. “From mass to premium and from premium to luxury. This type of change is happening because customers want better options for themselves and want to keep their surroundings clean and environmentally friendly.
Fall of new launches
With a staggering economy and loyal customers for proven products, the ones that are launched are mainly hand sanitizers and hand wash basins. “There is a marked decrease in new launches. For Innisfree, we had to postpone a lot of launches because a lot of work is required from different departments to launch a new product, ”says Lee, adding,“ Since people only spent what is necessary, they are not willing to explore right now. “Prasad adds that supply chains are stressed.” New product launches require multi-agency coordination, which is difficult to achieve amid logistical challenges.
Having said that, we have found ways to work around this issue and a total of 10 new SKUs have been put into service. Traditionally, brands have launched new products around major trade shows to generate as much interest as possible among key players. However, the impact of COVID-19 will usher in a new paradigm in how brands view product launches. “The pandemic has resulted in a wave of event cancellations and forcing brands to pivot their marketing initiatives and create new campaigns to deal with the change. Yet many changes will become permanent as brands realize that trade shows and coordinated events are no longer the key platforms they once were, at least for six months, ”concludes Husain.
