The first obvious change was seen in the channels used for purchases: due to the lockdown and therefore reduced mobility, in the cosmetics sector e-commerce recorded an increase of 38.8% in the first half of 2020, reaching a sales value of approximately 670 million euros.
As for the types of products purchased, the obligation to stay at home and work in smart working and the use of masks have led to a decline in makeup sales , especially lipsticks. On the other hand, personal care and skincare routine products have seen a significant increase. Obviously, purchases of personal hygiene and sanitization products have also increased .
Mask-proof and no-transfer beauty and cosmetic products
The health emergency has given rise to list of anguilla consumer email new needs for beauty and cosmetic products . Precisely because of the introduction of the use of masks for many consecutive hours, consumers - especially women - have favored, for example, the purchase of mask-proof and no-transfer products , to always be in order and maintain flawless makeup.
There has also been an increased demand for products to enhance the look: eye pencils, eyebrow pencils, mascara, eye shadows, etc…
Thanks to the tutorials proposed during the lockdown by brands and influencers, attention for skin care and therefore for masks, serums and creams has grown.
The new beauty routines born during the lockdown, in fact, are mainly focused on:
skin hydration;
natural effect make-up;
focus on the gaze.
For this reason, cosmetic companies today must guarantee with their offering products that satisfy the three fundamental needs that arose with the pandemic: sanitization, protection and hydration .
mask-proof and no-transfer cosmetics
Purchasing trends in Italy in the Beauty and Cosmetics sector