Category
Lifestyle
Assisted Choices
Trend cluster
Category
Cosmetic
Shift
Cosmetic brands are quickly adapting to emerging needs amidst the COVID-19 pandemic.
5.2
Trend score
Trend
What is the Cosmetic Shift trend?
Cosmetic Shift: As consumers continue following stay-at-home orders, the cosmetic industry is shifting to adapt to emerging needs. Whether selling products and donating to COVID-19 relief, or offering virtual versions of their services, these brands are showcasing how non-essential industries are remaining relevant in the midst of this crisis.
Insight
The consumer insight behind the Cosmetic Shift trend
With consumers now spending the majority of their time at-home, the forms of escapism they used in the past, like self-care, remain relevant. If anything, people are more likely to take part in the routines that make them feel more confident--as taking care of their health and even appearance offers comfort for those who do so. Knowing this, brands in this space are adapting to the new normal by offering consumers adaptable, at-home versions of these services, or by aiding those who rely on them for their incomes.
Trend themes
Themes within the Cosmetic Shift trend
Three behaviours holding the trend together01
At-Home Virtual Services
Cosmetic brands are adapting their offerings to provide virtual and at-home services during COVID-19 to meet the consumer's need for escapism while being limited to their homes.
02
Donation and Giving Trends
More cosmetic companies are giving back and donating their profits, products, and services to COVID-19 relief efforts.
03
Influencer Marketing for Beauty Professionals
Lookfantastic is opening its influencer marketing program to struggling freelance beauty professionals as a way to support their sources of income.
Industry implications
What the Cosmetic Shift trend means for industry
Where the trend changes the playbookFor
Cosmetic Industry
The cosmetic industry is adapting its offerings to serve consumers' personal care needs during the pandemic and sustain revenues through virtual and donation trends.
For
Healthcare Industry
Cosmetic brands are giving back to healthcare workers and institutions by donating products and profits to COVID-19 relief efforts.
For
Marketing Industry
The opening of Lookfantastic's influencer program to freelance beauty professionals marks new opportunities for influencer marketing in the industry to support struggling professionals.
Workshop question
How is your brand adapting to the COVID-19 crisis?
Trend signals
Trend signals for Cosmetic Shift
Trend score 5.2 out of 10, from popularity 78%, activity 70%, freshness 9%.
Popularity78%
Activity70%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Cosmetic Shift trend
4 featured examples from Mar 17 to Apr 17, 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.
CategorySocial Good
Virtual Skincare Consultations
Lush Now Offers Personal Consultations for Consumers Over the Phone
The beauty and skincare industry has the opportunity to innovate by providing virtual consultation services that prioritize personalized customer care and engagement.
CategoryFashion
Political Lipstick Relief Efforts
LipSlut Will Donate 100% of Profits to COVID-19 Relief Efforts
The beauty industry can use a socially conscious and philanthropic approach like LipSlut to help the COVID-19 pandemic relief efforts.
