Post-COVID, hand sanitizer will be viewed as an essential skincare item
Trend - Amidst the COVID-19 pandemic, hand sanitizer sales have shot up. Brands in this space, as well as skincare brands, are now offering upscale versions of hand sanitizer that offer skincare-like branding and benefits. This shift speaks to how the ongoing pandemic will turn hand sanitizer into an ongoing part of consumers' skincare routines.
Insight - As shelter-in-place orders slowly lift and economies around the world cautiously reopen, there are aspects of the COVID-19 pandemic that will remain a part of consumers' psyche. Even once there's a vaccine available, things like heightened personal hygiene will likely remain a part of many people's day-to-day. These consumers will seek out products and services that allow them to easily incorporate these routines into existing ones.
Insight - As shelter-in-place orders slowly lift and economies around the world cautiously reopen, there are aspects of the COVID-19 pandemic that will remain a part of consumers' psyche. Even once there's a vaccine available, things like heightened personal hygiene will likely remain a part of many people's day-to-day. These consumers will seek out products and services that allow them to easily incorporate these routines into existing ones.
Workshop Question - How is your brand planning for post-COVID behavioral changes?
Trend Themes
1. Skincare-based Hand Sanitizers - The trend towards skincare-based hand sanitizers will continue as personal hygiene remains a priority for consumers, creating opportunities for innovative formulas that offer both sanitizing and moisturizing benefits.
2. Upscale Hand Sanitizer - The shift towards upscale hand sanitizer branding will continue even post-pandemic, creating opportunities for brands to offer more premium products that align with consumers' elevated hygiene routines.
3. Portable Sanitation Kits - The trend towards portable sanitation kits will continue as consumers seek out convenient ways to maintain their personal hygiene routines on-the-go, creating opportunities for innovation in compact packaging and product design.
Industry Implications
1. Personal Care Products - The Personal Care Products industry can capitalize on the trend towards skincare-based hand sanitizers to create innovative products that offer both sanitizing and moisturizing benefits, using expertise in beauty and skincare to develop effective and luxurious formulas.
2. Medical Equipment - The Medical Equipment industry can pivot to create essential products, such as hand sanitizers, masks, and ventilators, during critical times, using existing expertise in manufacturing and logistics to meet urgent demands.
3. Fashion & Beauty - The Fashion & Beauty industry can capitalize on the trend towards upscale hand sanitizer branding to offer more premium products that align with consumers' elevated hygiene routines, using existing expertise in branding and marketing to create appealing and effective products.
