The spike in skin-care sales is one that Jess Richards, founder of Brooklyn-based retailer SHEN Beauty, can certainly echo — with one defining successor: "Home scent has become number two," she said. "People are wanting to burn candles, take time for themselves, and enjoy their environment at home."
This also translates to retail stores. Take CVS, for example, which announced an expansion to its "Calm & Comfort" section at 4,500 of the mass-pharmacy chain's doors, which will feature products like anxiety-reducing supplements and aromatherapy to address stress and mental well-being.
"Self-care is important to everyone right now, and I foresee it staying in the forefront for a while as the world adjusts back to some semblance of normalcy," said Chelsea Scott, the co-founder of K-beauty e-tailer The Beauty Spy.
Beauty Shopping Prediction: Product Testing Won't Look the Same
Despite the strict parameters around store hygiene procedures being discussed among beauty retailers, there is no set guidance on what to do about product samples from the US government, which means nobody really knows what the future holds — we just know it won't ever be the same.
"This is the thing that I'm working through the most, because how are how are people going to test beauty products before they buy them?" said Richards. "Because people are touching them. People are experiencing them. You're getting your makeup done. You might be getting a facial. People are touching you. That is something I'm definitely concerned about."
Virtual try-ons can certainly help with that for purchases like lipstick, but Richards says certain products — like fragrance — simply require the sensorial experience.
Still, this newfound focus on cleanliness will likely drive more sanitary initiatives across the board, both from brands and shoppers. An example? L'Occitane launched its Duolab skincare device custom-creates a moisturizer from encapsulated airtight pods that are clipped into it. The blending happens inside the tool — meaning the formula never comes in to contain with air until you apply it to your skin.
Beauty Shopping Prediction: Eye Makeup Sales Will Boom
As it stands now, most states will require people wear face masks in public for the foreseeable future. That means the only facial feature outwardly visible will be your eyes — hence the projected rise in popularity in that department.
The results of such are eminent. Mascara sales, for example, are up 275 percent, according to a COVID-19 Commerce Insight report by Emarsys and GoodData. Eyelash extensions are up 195 percent.
"We can also, perhaps, put this demand down to the 'lipstick effect,' where in times of hardship and crisis, consumers purchase low-value luxury items to help them get through the situation," said Alex Timlin, senior vice president of verticals at Emarsys, who has been analyzing the data. "At the moment, the only way they can buy is online."
