Category
Fashion
Scaled Restraint
Trend cluster
Category
Beauty
Health
The beauty industry is responding and adapting to the COVID-19 pandemic.
5.1
Trend score
Trend
What is the Beauty Health trend?
Beauty Health: Like most other industries, the beauty industry is having to quickly adapt to the abrupt social and economic changes that have taken place around the world due to the COVID-19 pandemic. Brands within the industry are shifting gears to prioritize consumer health, discounted pricing and DIY services that consumers can do at home.
Insight
The consumer insight behind the Beauty Health trend
As consumers face economic challenges, disruptions to their normal routines and restricted movement, they still seek out routines that keep them grounded. Now, aspects of consumers' lives like health and self-care offer not just a means of physical well-being, but a brief escape from some of the stresses they're facing. Consumers who prioritized self-care in their routines pre-disruption, are still doing so in order to retain a sense of normalcy.
Trend themes
Themes within the Beauty Health trend
Three behaviours holding the trend together01
Shifting Priorities in Beauty Industry
As a response to the COVID-19 pandemic, beauty brands have shifted their focus to prioritize health, discounted pricing, and DIY services for consumers to use at home.
02
Adaptive Branding
Brands across various industries have quickly adapted their products and services to meet consumer needs during the pandemic.
03
Virtual Services and Freelancer Opportunities
As social distancing regulations leave freelancers struggling, virtual services and influencer programs offer innovative alternatives for the beauty industry.
Industry implications
What the Beauty Health trend means for industry
Where the trend changes the playbookFor
Beauty
From packaged bundles to virtual services, the beauty industry is adapting to meet consumer needs during COVID-19.
For
Marketing and Advertising
Products like Lookfantastic's influencer marketing program demonstrate opportunities for creative marketing and advertising during the pandemic.
For
Fitness and Wellness
Virtual exercise platforms like FaceGym's offer innovative ways for people to maintain their physical and mental wellness during lockdown.
Workshop question
How can your brand offer escapism for customers who are facing challenges?
Trend signals
Trend signals for Beauty Health
Trend score 5.1 out of 10, from popularity 77%, activity 68%, freshness 9%.
Popularity77%
Activity68%
Freshness9%
Audience
30%Men
70%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Beauty Health trend
4 featured examples from Mar 24 to Apr 8, 2020CategoryFashion
Virtual Facial Workouts
FaceGym Created a Virtual Exercise Platform for At-Home Facial Workouts
The virtual facial workout trend offers fitness professionals the chance to explore new revenue streams by developing and promoting online facial workout programs.
CategoryBusiness
Freelancer Beauty Opportunities
Lookfantastic Opens Influencer Programme to Struggling Freelancers
Freelancers in the beauty industry can take advantage of Lookfantastic's program to connect with a wider customer base and increase their professional visibility.
CategoryFashion
At-Home Beauty Bundles
Āether Beauty's Stay Home, Stay Healthy Bundle Introduces New Products
Opportunity for beauty brands to embrace clean beauty and sustainable packaging practices.
CategorySocial Good
Hand Disinfectant Foot Sprays
The Nuasan Active Foot Spray Can Safely be Used as Hand Sanitizer
Brands can explore new product formulations to create more versatile health and beauty products that offer multiple benefits to consumers.
