Reset: Consumer Behavior

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Beauty consumers will never be the same.

On the heels of a global health crisis and social uprising demanding true justice for all, everything from how we buy to what we expect from the brands we use has been permanently altered.

“We’ve been seeing remarkable behavior changes across so many categories as a result of the pandemic, and beauty is no exception,” says Kristopher Hull, senior vice president, senior client officer at Ipsos.

“The pandemic has had an impact on what [people] buy, where they buy it, their openness to new brands,” he continues. “Also, it’s having an impact on how they think about shopping after the pandemic eases up and as the economies reopen.”

As confinement is being rolled back in countries around the world, people’s appearance remains important to them. Just under 60 percent of those recently polled worldwide by Mintel reported no change in terms of how that’s prioritized, while 50 percent to 60 percent said they haven’t altered how much money they’re spending on beauty products.

Sarah Jindal, associate director, global beauty and personal care at Mintel, says if you peer into consumers’ beauty bags, they’re as full as before.

“It’s just the composition of what’s in it has shifted,” she explains. “It’s more skin care, more self care. Maybe they are trading down in certain categories with regard to price, but they are still spending.”

“Skin care started to grow to the point where it captured almost half

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