Challenges The Beauty Sector Faces With The Changing Consumer Needs And Behaviour

The impact that the Coronavirus pandemic as dealt is far-reaching. It is felt in every sector globally as businesses and their employees, clients, and customers face the uncertainty of what tomorrow holds. Things are indefinite, always evolving, and this makes it harder for the players in the corporate space to plan for what comes next.

Essential industries across various sectors remain a priority. Nevertheless, people are looking to commercial businesses, institutions and leaders to help in maintaining a reasonable level of normalcy during these troubling COVID-19 times.

And while the days of COVID-19 only seem to spell gloom and doom, these three areas are evolving in this uncertain environment.

  1. Self-Care: Such products are increasingly gaining value as people shift their prioritize, placing a higher need to focus on their wellbeing.
  2. Digital Acceleration: E-commerce is having a good run as its role grows by the day because current circumstances force more and more consumers to use online channels to access beauty and self-care products.
  3. Communications: As situations for businesses change rapidly, consumers are also feeling the same pinch and thus are looking to corporates to other commerce players to demonstrate relevancy, adaptability, and empathy.

• Self-care

Wellbeing has, for some time before the coronavirus pandemic hit, been a consumer trend within the beauty sector and beyond. More and more people have shifted from the FOMO to JOMO mindset, focusing more on self. It is a change the highlights the increased positivity linked to self-care. The benefits of beauty have, for the most part, transcended the superficial look to focus on health and wellness. It is a situation best exemplified by the demand for hybrid skincare products, including cosmetics. That is why self-care is at the core of any comprehensive beauty regime. The current situation only seems to be funning the fire for this increased demand.

The more social distancing measure are doubled, cosmetic products might have registered a dip in relevance. However, consumers continue to focus on cleansing and care products to their health and wellness goals during this period of uncertainties. It is a matter that is not about hand care, given the overwhelming demand for hand soaps, lotions, and sanitizers. The glitz and glam associated with the Instagram-style, artificial benefits of cosmetic products and subsequent emotional benefits are taking a backseat.

A few brands have seen an opportunity worth exploiting and tapped into this space. Lush offers “Bath Time Beats” as a chill-out session for the evening bubbly soak with lush bath bombs. The focus is to promote better sleep through bath and care products.

• Digital Acceleration

The digital beauty consumption stats showed some signs of growth before the COVID-19 hit. However, converting online purchasers had proven a thorny issue due to barriers like ineffective colour matching, inability to test products, and a less-than-striking shopping experience, among other issues. Fortunately, the current environment has pushed consumers to rethink their stands and readjust their purchase plans.

The demand for digital solutions increases by the day, and this has brands accelerating their e-commerce strategies as they get innovative, trying to find ways of catering to such demands. “Online beauty” is one of the Google searches that have increased since coronavirus began.

The delivery of unique products whilst striving for a seamless experience utilizing relevant technologies could be why consumers visit a beauty-specific website instead of relying on local supermarkets, standalone stores, and department stores when stocking up on their skincare products and cosmetics.

• Communication

The cosmetics and beauty market is fast-paced and innovative, and this has the shopper’s expectations growing at the same pace. The market is pre-emptive and quick to respond to changing times. But the coronavirus pandemic brought about significant changes in the daily and timely communication with consumers, which has become highly significant in such times.

The tone and message to use when conversing with consumers, let alone the need to communicate has become a challenge for different brands. How can the conversations impact decision-making and influence sales? Moreover, how can brands ensure the communication is relevant during this rapidly evolving season of uncertainties?

It all boils down to whether a brand has something relevant to say to the consumer, and if it can communicate the message, ensuring timely delivery. Empathy, relevancy, and adaptability are the primary ways ensuring consumers get proper support during this trying season.

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