Brands are launching tools and tutorials to help consumers groom at home
Trend - In the wake of the COVID-19 quarantine, salons and barbershops across the globe have been forced to shut down, and in response, various brands have launched at-home products and tutorials to help consumers get through the challenges of DIY hair grooming. These range from hair dying tutorials to virtual consultations with professionals.
Insight - Consumers are facing considerable challenges since the onset of the COVID-19 pandemic and have lost the ability to maintain many of their standard grooming habits. These consumers are looking to regain a sense of normalcy in their lives and are turning to brands to provide empowering ways they can maintain their appearances during the shelter-in-place regulations. Moreover, the quarantine—and the subsequent homebound boredom—has provided consumers with more time to learn new skills, prompting a surge of DIY initiatives from consumers.
Insight - Consumers are facing considerable challenges since the onset of the COVID-19 pandemic and have lost the ability to maintain many of their standard grooming habits. These consumers are looking to regain a sense of normalcy in their lives and are turning to brands to provide empowering ways they can maintain their appearances during the shelter-in-place regulations. Moreover, the quarantine—and the subsequent homebound boredom—has provided consumers with more time to learn new skills, prompting a surge of DIY initiatives from consumers.
Workshop Question - How can your brand pivot its products or services to reach people at home?
Trend Themes
1. At-home Grooming - The COVID-19 quarantine has led to a surge in at-home grooming efforts and a rise in the demand for products and services that facilitate and simplify such rituals.
2. Virtual Consultations - Virtual consultations with industry professionals have become more popular during the pandemic, providing customers with the opportunity to seek advice and guidance from the comfort and safety of their homes.
3. Salon-inspired DIY - Brands are tapping into the power of DIY styling by offering salon-branded tutorials, custom kits, and resources that cater to customers interested in replicating the salon experience at home.
Industry Implications
1. Beauty & Personal Care - The beauty and personal care industry has seen a shift towards at-home grooming solutions and virtual consultation services as a result of the COVID-19 pandemic, creating opportunities for brands to innovate and expand their product and service offerings.
2. Health & Wellness - The health and wellness industry has the potential to capitalize on the increased interest in self-care rituals that have emerged during the pandemic, by offering products and services that cater to at-home grooming and personal hygiene needs.
3. Retail & Consumer Goods - The retail and consumer goods industry can take advantage of the growing trend of at-home grooming by offering DIY kits and tools, virtual consultations, and other resources that enable customers to replicate the salon experience at home.
