Reuter Intelligence, the research division of Reuter Communications, publishes a quarterly market analysis of beauty, fashion and hospitality industries: LuxePulse. The upcoming LuxePulse Beauty reveals how, out of this year’s crisis, beauty brands have fared best, able to still meet the demands of their consumerbase – even during times of home-quarantine.
LuxePulse contains a market scan of new retail activity, influencer and celebrity collaborations, reports from outside agencies, and more. This excerpt looks at how beauty responded to yet another ‘new normal’ in the social landscape:
The COVID-19 outbreak has had a profound impact on sectors across the board and beauty is no different. Mandatory quarantines and temporary closure of offices, stores, restaurants and entertainment facilities coupled with the rise of new video-led work and life styles have all contributed to consumers’ shifting demand and use of beauty products.
Due to mandatory self-quarantines across the country during COVID-19, consumers have deprioritized the use of colour cosmetics and fragrances. Even as workers are returning to their offices, the fact that face masks are required, makeup is likely to experience a slow recovery.
On the bright side, younger consumers have found new usage occasions for makeup. New work and life styles have emerged led by video conferencing and live-streaming. As a consequence, people are searching and posting about how to do makeup when wearing face masks. Face mask make up styles are trending across China’s main social media channels. On Weibo, #must-haves for face mask makeup# (#口罩妆出门必备#) has been included in over 47,000 discussions and viewed over 100 million times. On the social commerce platform RED, #face mask half-face makeup (#口罩半面妆) has been used by over 15,000 users and viewed close 10 million times. On the short-video platform Douyin, #face mask makeup (#口罩妆) has been viewed 8.92 million times. All figures are as of March 12, 2020. M.A.C Cosmetics launched a face mask eye makeup competition under the hashtag #eye brows in face masks# (#口罩战疫画眉点睛#), however after negative consumer feedback, the brand swiftly deleted the post and cancelled the campaign.
Being home-based means more video calls, which has shifted beauty consumer’s perspective on home make-up. On Weibo #开视频会议前你会梳洗打扮吗 is a discussion about whether you would put makeup on when you have video conference at home. It has 3.03 million views and 66 active discussions.
And while people may be confined in their homes, it is no reason to look drab. The Weibo hashtag for indoor fashion tips #宅家穿搭指南# has been included in 63,000 discussions and viewed over 230 million times. The RED hashtag #好看有效的口罩 enables users to share good looking and effective face masks clocking up over 15 million views. As many people are returning to offices, the Weibo hashtag #复工初春口罩穿搭# offers back-to-work spring styling tips for face masks. The trending hashtag has been viewed over 18 million times.
Additionally, For Valentine’s Day on 14 February, the Weibo hashtag #Valentine’s Day online dating make up# (#情人节云约会妆#) has been included in over 60,000 discussions and viewed 160 million times. Many brands from Judy Doll to NYX to Lancôme and Bobbi Brown benefited from the hashtag as products were included in makeup tutorials.
For fragrance, the occasions for usage have dramatically decreased due to self-isolation, office closures, as well as the number of food and beverage outlets and shops being shut. In addition, the frequent application of disinfectant liquids and sprays have contributed to the decline in fragrance use. However, as workers return to offices,
Skin care is a category that has gained more of consumers’ attention. Not only is the weather still cold and dry in many parts of China, the increased disinfectant and face mask usage as well as the extended period of time spent indoors with limited exercise, may have led to increased skin problems. On Weibo, the hashtag #how to care for skin at home# (#宅在家是怎么护肤的#) has been included in over 25,000 discussions and viewed over 54 million times. On RED, a similar hashtag (#宅家护肤记录) has been viewed over 25 million times. On Douyin, home-based skincare tips hashtag #宅家护肤秘诀 has been viewed 126,000 times. Alibaba’s e-commerce platform Tmall showed a 50% decrease in cosmetic and skincare products in January, but by February facial care, masks, and lip care, among others had rebounded.
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