Beauty brands are launching products to combat acne caused by facial coverings
Trend - 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 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.
Insight - 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.
Workshop Question - How can your brand support consumer concerns amid and post-COVID?
Trend Themes
1. Rise of Maskne - The rise of skin troubles caused by wearing facial masks, or maskne, has led to the need for targeted skincare products.
2. 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.
3. 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
1. 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.
2. 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.
3. 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.
