This article is the second in a four-part series by Carat, examining the beauty industry. Read part one here.
As COVID-19 disrupted lives in every way imaginable, beauty consumers reassessed the role of the category in their routines, rethinking what was important, what to keep, what to cut and what would help them cope. This part of the series takes a deep dive into disruption has shaped the buying habits of people in a post-2020 world.
As make-up sales struggled in 2020, there was a surge in interest for skincare.
Several factors drove people to focus on skin, as they found themselves (and their faces) experiencing entirely new conditions including:
- Stress-induced breakouts: as an ‘unprecedented’ pandemic upended our lives and challenged our state of mind our skin suffered the consequences.
- Maskne: the prolonged usage of protective face masks, particularly in markets like Melbourne where it was compulsory, led to a rise in ‘maskne’.
- Screen time scrutiny: as Zoom calls became our default form of communication, people spent more time staring at their reflections than ever before, with the harsh light of laptop screens highlighting skin imperfections
- Stay at home orders: social distancing measures and stay at home orders meant less human contact and reduced utility for makeup, with people redirecting their dollars into skin care.
Searches for products like serum surged, with Vitamin C, hyaluronic acid and retinol serums…