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
-
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.
-
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.
-
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
-
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.
-
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.
-
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.
