Category
Fashion
Scaled Restraint
Trend cluster
Category
PPE
Skincare
Beauty brands are launching products to combat acne caused by facial coverings.
3.9
Trend score
Trend
What is the PPE Skincare trend?
PPE Skincare: At a time when people are wearing masks to protect from COVID-19, many are exposing their faces to more irritation than usual. This has resulted in the issue of "maskne" for some consumers— which is acne along the cheeks and jawline. Brands in the beauty industry are supporting consumers with targeted products to reduce these breakouts.
Insight
The consumer insight behind the PPE Skincare trend
The COVID-19 pandemic has fundamentally changed the way consumers interact with the world, requiring elevated hygiene practices. To adjust to the "new normal," consumers are accepting that lifestyle changes are necessary and are seeking new products and services to elevate this transition. As consumers continue to feel a sense of unease in the world, many are looking to manage the things within their control, specifically by focusing on their grooming and hygiene regimes.
Trend themes
Themes within the PPE Skincare trend
Three behaviours holding the trend together01
Rise of Maskne
The rise of skin troubles caused by wearing facial masks, or maskne, has led to the need for targeted skincare products.
02
Hygiene as a Priority
Consumers are prioritizing their hygiene and grooming regimes to adjust to the new standard of elevated hygiene practices induced by COVID-19.
03
All-in-One Solutions
Skincare brands are innovating with all-in-one products to soothe, refresh, and exfoliate, to meet consumers' need for comprehensive skin solutions.
Industry implications
What the PPE Skincare trend means for industry
Where the trend changes the playbookFor
Beauty and Personal Care
The beauty and personal care industry has an opportunity to disrupt the skincare market by introducing new technology and formulations to target the growing demand for skincare products to combat maskne.
For
Apparel and Fashion
Apparel and fashion brands can develop more comfortable, hygienic, and breathable masks by using innovative fabric technologies to reduce skin irritation and bacterial buildup.
For
Healthcare and Wellness
The healthcare and wellness industry can capitalize on the rise of maskne by introducing new products and services targeted towards managing skin health for high-risk individuals such as medical professionals and frontline workers.
Workshop question
How can your brand support consumer concerns amid and post-COVID?
Trend signals
Trend signals for PPE Skincare
Trend score 3.9 out of 10, from popularity 54%, activity 53%, freshness 9%.
Popularity54%
Activity53%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the PPE Skincare trend
4 featured examples from Jun 18 to Jul 22, 2020CategoryFashion
Face Covering-Specific Skincare
KES NYC Launched a Collection of Beauty Products to Combat Maskne
Skincare companies can develop face masks and skincare products that combat the skin problems caused by prolonged mask-wearing, offering consumers practical and necessary solution…
CategoryFashion
All-in-One Acne Serums
Peace Out Skincare's Acne Serum Helps with "Maskne"
There is a significant opportunity for the skincare industry to develop targeted acne treatments that address the unique needs of customers, including those with sensitive skin, u…
CategoryFashion
Anti-Breakout Skincare Sets
The Better Skin Co. Treats 'Maskne' with a Three Product Combination
Skincare industry can create specialized products and solutions for 'maskne' treatment and prevention.
CategoryFashion
All-in-One Skincare Gels
Murad's Clarifying Oil-Free Water Gel Soothes, Exfoliates & Refreshes
The beauty industry has an opportunity to innovate by creating skincare products that address the changing needs of consumers amidst the COVID-19 pandemic.
