There was no longer any doubt that the coronavirus (COVID-19) pandemic had carved, accelerated and transformed consumer behavior when it came to beauty. According to a Mintel survey conducted in 35 markets in July 2020, 70% of Italian consumers said they were actively looking for ways to reduce stress. In Ireland, 37% of consumers were interested in beauty products that helped them relax and in Spain, 30% of women used their beauty routines to reduce stress after the COVID-19 outbreak.

“The concept of total wellbeing has become an integral part of beauty routines,” said Andrew McDougall, associate director of global beauty and personal care at Mintel.

Since the way of life had been called into question during the COVID-19, McDougall told CosmeticsDesign-Europe that wellness and well-being in the beauty sector had become more relevant than ever and that consumer expectations and needs had risen sharply – and this since the first Layers when the crisis started last year.

Trust and Commitment – Beauty brands should be a “consumer companion”.If you

“While stress and mental health take over the conversation, brands have the ability to build normalcy through routines of deliberately designed products that protect consumers, make purchasing decisions more valuable, and rebuild trusted brand relationships,” he said.

Building trust and creating a sense of “normalcy” will be of tremendous importance to beauty this year (Getty Images)

Consumers were buying beauty products from brands they trusted and felt reassured by, so building and rebuilding through community, commitment and experience had to be “high on the agenda” for the industry.

“… In unprecedented times, a sense of ‘normal’ can be really powerful. mentally and emotionally. Brands should focus on being that companion for consumers. “

But what exactly do “wellness” and “wellbeing” mean for beauty consumers today?

Beauty Wellness in 2021 – a uniform approach “no longer enough”If you

“Well-being encompasses the most basic of basic needs, and the way consumers make choices about their well-being is both direct and indirect,” said McDougall.

The wellbeing trend in 2021 will focus on how holistic health has changed as a result of the COVID-19 pandemic. the importance of mental health; and personalization through technology. “A uniform approach is no longer enough.”

The crisis also brought safety concerns to the fore, McDougall said, which meant it became increasingly important for beauty brands to focus on the safety profile and functionality of products using language that remained “authentic, clear and simple.” .

Online continues to be of vital importance as the consumer browsing experience sets the tone for every brand interaction.

Adaptation to the wellness narrative – mind-body-mind connectedness of the futureIf you

The holistic wellbeing guaranteed the concept a “consistent place in the brand message,” said McDougall. It was then up to each brand to figure out where they fit in the narrative.

For example, “self-care” is extremely broad and can apply to any decision, while functional ingredients are designed with a “clear and direct purpose,” he said.

Consumers will expect more beauty-mind-body connectivity in beauty wellness as the trend evolves (Getty Images)Consumers will expect more beauty-mind-body connectivity in beauty wellness as the trend evolves (Getty Images)

As the wellness and wellbeing trend evolved, the future direction would promote the “panacea to protection” as consumers sought complete solutions that covered physical health and in turn affected mental health by building confidence and Reduced stress and worried about potential health risks, McDougall said. And protection would ultimately extend well beyond pollution and lead to immunity claims that encompass both internal and external approaches, he said.

“The future of holistic wellbeing will include mind-body-spirit connection, but with measurable results that give less tangible wellness claims more credibility.”

Beauty beyond the need for transparencyIf you realistic claims and resultsIf you

Technologies that have measured brain activity, for example, to provide “quantifiable results about the external and internal human biosphere” could make this possible, he said.

“… Brands need to go beyond talking about transparency and prove it with realistic claims that deliver results,” said McDougall. The future of holistic wellbeing in beauty had to be “helping consumers go beyond decision paralysis as they weigh the potential health risks of each decision,” he said.