What new beauty product trends are emerging due to stay-at-home orders?

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Emerging Beauty Product Trends Amid Stay-at-Home Orders

The global beauty industry has rapidly shifted its marketing focus to align with consumer needs during stay-at-home mandates. Products promoting dewy skin, effective under-eye concealers, and well-moisturised hands are replacing traditional emphasis on bold makeup like smoky eyes and red lipstick. This pivot is driven by the necessity for individuals to maintain their appearance for online interactions, such as videoconferences and virtual social gatherings, as well as a growing interest in at-home self-care rituals.
Shift Towards Virtual-Ready and At-Home Care Products

Beauty brands are actively redirecting their marketing strategies to highlight products suitable for the current environment. This includes promoting makeup routines that enhance one's appearance on video calls and positioning skincare as a means of relaxation and stress relief during the pandemic. Social media platforms like Instagram, Facebook, and YouTube have become primary channels for these campaigns, showcasing items like skin and eye care products, alongside home hair-colouring kits. For instance, Revlon's marketing now encourages curling eyelashes for virtual interactions, while Kiehl's, under the L'Oreal umbrella, is promoting hand lotion to combat dryness from frequent washing.
Emphasis on Fuss-Free Looks and Skin Rejuvenation

Makeup marketing is increasingly focusing on simple, easy-to-achieve looks for home use. Tutorials, such as those hosted by Lancome Paris, are concentrating on skin-focused products like under-eye concealers and lip balms, rather than pre-pandemic staples like lipstick. There is also an anticipated reduction in the importance of lip colour due to widespread mask-wearing, with a growing focus on eye makeup and overall facial presentation while masked. This trend aligns with the broader consumer interest in self-care, encompassing rejuvenating products and treatments for fine lines, with colour cosmetics now playing a secondary role to skincare.
E-commerce Growth and Market Recovery in China

The impact of these shifts is evident in sales figures, with total beauty sales in the United States experiencing a 58% decline in the week ending March 28, 2020. However, L'Oreal reported a significant surge of over 50% in global e-commerce sales during the first quarter, helping to offset losses from traditional retail channels. Furthermore, beauty sales are showing signs of recovery in China, where demand for skin and hair products is expected to increase. This indicates a resilience in the beauty sector through online channels and a renewed consumer interest in specific product categories as the market adapts.

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What new beauty product trends are emerging due to stay-at-home orders?

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