# Cosmetic Shift Cosmetic brands are quickly adapting to emerging needs amidst the COVID-19 pandemic. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published May 6, 2020 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/cosmetic-shift ## Key Figures - Trend score: 5.2/10 - Evidence articles: 4 ## 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. ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Mar 17 to Apr 17, 2020 - Published: May 6, 2020 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence) - Megatrends: [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Cosmetic Shift trend ### 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. ### Donation and Giving Trends More cosmetic companies are giving back and donating their profits, products, and services to COVID-19 relief efforts. ### 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. ## What the Cosmetic Shift trend means for industry ### For 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 for Cosmetic Shift Trend score 5.2 out of 10, from popularity 78%, activity 70%, freshness 9%. - Popularity: 78% - Activity: 70% - Freshness: 9% ## Examples of the Cosmetic Shift trend 4 featured examples from Mar 17 to Apr 17, 2020. - [Virtual Facial Workouts](https://www.trendhunter.com/trends/facial-workout): FaceGym Created a Virtual Exercise Platform for At-Home Facial Workouts (Category: Fashion) Implication: The virtual facial workout trend offers fitness professionals the chance to explore new revenue streams by developing and promoting online facial workout programs. - [Freelancer Beauty Opportunities](https://www.trendhunter.com/trends/lookfantastic): Lookfantastic Opens Influencer Programme to Struggling Freelancers (Category: Business) Implication: Freelancers in the beauty industry can take advantage of Lookfantastic's program to connect with a wider customer base and increase their professional visibility. - [Virtual Skincare Consultations](https://www.trendhunter.com/trends/personal-consultations): Lush Now Offers Personal Consultations for Consumers Over the Phone (Category: Social Good) Implication: The beauty and skincare industry has the opportunity to innovate by providing virtual consultation services that prioritize personalized customer care and engagement. - [Political Lipstick Relief Efforts](https://www.trendhunter.com/trends/covid19-relief): LipSlut Will Donate 100% of Profits to COVID-19 Relief Efforts (Category: Fashion) Implication: The beauty industry can use a socially conscious and philanthropic approach like LipSlut to help the COVID-19 pandemic relief efforts. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)