The ongoing pandonavirus pandemic (COVID-19) has undoubtedly shaped the way consumers treat beauty, impacting purchasing habits, product priorities and usage trends. And when health – physically and mentally – was the focus for many, well-being in the beauty room had taken on a new life of its own.

“Wellness is an important concern for many beauty consumers. After the pandemic, consumers are concerned about their own health, immunity and want to shape their lifestyle to maximize their wellbeing, ”said Jenni Middleton, director of beauty at trend forecasting firm WGSN.

This was true for most beauty consumers, Middleton told CosmeticsDesign-Europe, although the chances for wellbeing were particularly great in older cohorts – especially Generation X boomers and babies 40 and 56 years old.

“These cohorts are less financially affected by the coronavirus than many younger populations and therefore have more money to invest in their well-being,” she said.

‘Twilight’ beauty rituals for better sleep and mindfulnessIf you

Middleton said that investing in wellness is primarily not just about physical health, but also about finding products that support mental health and emotional well-being.

There has been a marked increase in products designed to help consumers sleep well, for example – “Essential for health and well-being,” she said.

“People are concerned about their sleep during the pandemic and any product that can help will go up.”

Overnight beauty products that renewed and repaired skin while consumers slept “became increasingly popular,” said Middleton, as did other portfolio additions like sleep sprays, balms and products that reassured consumers about healthy sleep patterns.

With many people working from home due to COVID-19, the natural separation between work and home has been lost (Getty Images).

Similarly, there has been an increased interest in beauty products that have helped consumers break away from their work day – previously achieved through the natural decompression time of commuting to and from the office. And this offers a completely “new space for beauty”.

WGSN identified this opportunity as “Twilight Beauty” – “helping people prepare to break away from their workday and move into their personal and social space,” she said, which also led to better sleep patterns.

“WGSN recognizes that in the face of these long-term social, political, environmental, and economic challenges, consumers will seek to use beauty and personal care products to help them implement recreational rituals into daily practices.”

Products that created “beauty rituals” and helped “book our days” should gain significant ground, especially those that helped consumers transition from day to night.

In a recent WGSN webinar on the Twilight Beauty trend, Middleton said it was about “helping people close their laptops and give themselves permission to relax” and between the “work and rest periods of the day” To Switch These consumers, who still go to work, said that Twilight Beauty products helped “wash away the dirt and debris of the day – cleansing mind and body mentally and physically and signaling the beginning of an evening”.

Skin care and personal care played the best part in this wellness trend, with pleasure and sensory experience being extremely important, but there was also strong scope for hair care rituals that focused on mindfulness or provided a calming routine and bath products for extended relaxation.

Build “calm and contemplative” moments and add “sensory tools”. If you

From a branding perspective, Middleton said that this desire for wellbeing and wellbeing opened up clear opportunities for beauty brands and retailers to build products and spaces that would help create “moments of calm and reflection during the day” that would enhance overall emotional wellbeing and support physical health.

This could be achieved by “building quiet and contemplative moments into branded spaces both online and in real life” or by designing products and services that fill a void in consumer life.

Sensory tools that apply pressure, cleanse more efficiently, or cool the skin work well (Getty Images)Sensory tools that apply pressure, cleanse more efficiently, or cool the skin work well (Getty Images)

Sensory tools or structured products that reproduced the human touch and created the “hunger for touch” that so many people experienced would do very well in today’s beauty market, she said.

“At dusk, beauty rituals, tools and accessories are equated with the beauty products themselves. Beautiful and pleasurable objects for themselves; Sensory tools help to focus attention, increase tactility and increase the effectiveness of the product. Handcrafted items that can apply pressure, cleanse more efficiently, or cool the skin become an integral part of this use [twilight beauty] Products. ”

With all of this, however, Middleton said cost would remain the challenge. “With so many consumers financially affected by the pandemic, this is a huge issue brands need to consider, especially as consumers want to engage with brands that feel like they are partners rather than just benefiting commercially without giving anything back.”