The impact of COVID-19 lockdowns and the work of home culture shift has transformed the beauty market, according to Worldpanel’s latest study. The data shows that weekly use of cosmetics declined by 28% in all markets and by 31% in China compared to five years ago. Women are choosing simpler routines. The study also shows that more shoppers are choosing fewer, higher quality use occasions. The increased use of premium beauty products combined with a surge in natural beauty product demand, which increased from 18% of sales last year to 24% in 2021, contributed to the market’s return to revenue levels prior to the pandemic.The study reveals a global shift towards less use, especially among European beauty consumers. The number of face and lip occasions decreased significantly year-over-year, while the number of eye makeup occasions increased, likely as a result of wearing face masks during the pandemic.The emphasis is shifting to shorter-lasting, fast-acting beauty products.Consumers are less likely to wear makeup than they were before the pandemic.
The Haircare Market
During the pandemic, women’s average length of hair increased from 58% in 2017 (to 62% in 2021), while women’s wash frequency decreased by almost 10% over the five-year period, falling to an average of 2.8 times a week. Haircare market Hair conditioners and treatments increased in sales value by 5% in 2020 (compared to 2019) and by 7% in 2021 (compared to 2020). Premiumisation Hairdressers’ need for tailored haircare solutions to support growth has been at the forefront of the premiumisation trend. Products for specific hair conditions, such as hair loss or dandruff, have grown 5X more than the total shampoo market rate of 10%* in 2021, compared to the total shampoo market growth of 2%* in 2021.
As consumers around the world become more aware of the ingredients and sustainability of beauty products, natural and vegan cosmetics have become increasingly popular.
The proportion of consumers buying naturally produced ingredients for face and body cosmetics increased from 18% in 2017, to 24% in 2021, on average.
The largest increase was in France where the proportion of consumers purchasing natural and vegan cosmetics rose from 23% in 2019, to 32% last year.
As consumers become more conscious of sustainability, they are willing to spend more money on sustainable and natural beauty products. According to the Who cares, who does study, the average eco-active household spends 5% more per shopping trip on beauty products compared to the average household.
5 thousand crore rupees sale of lipstick, nail polish in 6 months(Work from home means doing office work from home)As ‘work from home’ ends, beauty products have become expensive. Lipsticks, nail polishes and eyeliners worth Rs 5 thousand crores have been sold in the last 6 months. More than 10 crore items have been sold in top 10 cities of the country. A study conducted by an international organization ‘Kantar Worldpanel’ revealed that consumers spend more than Rs 5000 crore on beauty products. In this, 40 percent of the items have been purchased online.Kantar Worldpanel South Asia Managing Director K. Radhakrishnan said, ‘More and more women employees have started going to work due to the opening of offices. Hence the demand for beauty products is increasing.