It is not surprising to note relevant changes in consumer behavior in many industries, including beauty. We've had more than enough time to make new habits, from opening ourselves to the world of online shopping, adopting those 10 steps of the Korean beauty routine we never had time for before, distributing our budget in a different way, trying to be less afraid of using our credit cards online, learning to distinguish what is necessary and what is a small reward, as well as trust in apps that deliver us everything right to the doorstep.
The study Change In Consumer Trends In Cosmetic Products Due to the Contingency In Mexico, conducted in May 2020 by Bellezacheck, surveyed 10,000 women between 18 and 45 years old and found that 32% of those surveyed are working from home with a decrease in income, while 19% have had to cease work activities in addition to a salary reduction.
Working at home, the growing economic imbalance and overtime have significantly changed the way women consume beauty products:
- 24% of women indicate that they are experimenting with new hair routines;
- 30% have resorted to colouring their hair at home, but they used to do it in beauty salons before;
- 83% changed their facial care routine to a more complex one because they had more time available;
- 32% use more body moisturising products than before due to the dryness derived from the extra cleaning;
- 32% stopped doing manicures both in beauty salons and at home due to physical distancing;
- 32% have stopped using perfume daily because they no longer go out;
- 91% are considering buying new beauty products in the coming days, primarily facial cleansing and make-up products;
- 55% say that, during the lockdown, they have bought cheaper brands and that they plan to maintain the same frequency of consumption when it ends;
- 50% say that once the period of protection ends, precautionary time will be taken before returning back to beauty salons;
- 60% have purchased their beauty products online during the lockdown;
- 17% made their first online purchase during the lockdown.
It is notable that women have become more open to experimentation, and that the priority list has undergone a change in its order. Moreover, women have had to adapt their habits of buying beauty products and have confidence in online shopping. All these changes must be considered as the new normal - not only concerning the constant sanitisation or new hygiene measures, but also how cosmetic brands will intervene in their business models, their communication and even their products or services for the new consumer - one who has acquired new habits.