The shopping and consumption habits of consumers globally shifted dramatically in 2020, as the
Covid-19 pandemic forced many to stay home. This shift had a far-reaching impact within the beauty and personal care industry. Digital shopping behaviors, such as internet-based research and advertising, brand interactions and online purchases, accelerated. Personal hygiene became a critical element of everyday grooming. Even indulgences, such as spa treatments, shifted to home environments. Self-care in the beauty and personal care space is now frequently associated with activities like hot baths, home manicure and pedicures and self-applied face masks.
The 2020 Beauty Shopper
Across the globe, 2020 has been characterized by a rapid shift to online shopping as the Covid-19 pandemic confined consumers to their homes. Within beauty and personal care, digital platforms brought brands, retailers, influencers and beauty advisors closer to consumers like never before. Digital media trails only person-to-person recommendations as the top factor influencing beauty and personal care purchases.
Hand Hygiene in the Age of Covid-19
Hand washing and sanitizing have always played a large role in the daily hygiene habits for most
consumers. Nearly all consumers (93%) wash their hands at least twice a day and over half of them do so five or more times.
Self-Care at Home
For many consumers, focus shifted from out-of-home treats to self-care activities that can be done from the comfort and safety of home. Just as consumers are being instructed by governments and health experts to wear face masks outside the home, many consumers are turning to at-home face masks of a different kind as part of their self-care routine. Nearly two-thirds of women and one-third of men applied a face mask at home at least monthly.
Download Euromonitor International’s “Beauty Survey 2020 Key Insights” to dive deeper into these three areas impacting beauty consumption. Euromonitor International’s Beauty Survey helps companies identify emerging consumer trends, pinpoint marketing and product development opportunities and create strategies to reach untapped high-potential markets.