96% investing in skincare rather than make-up during Covid-19 lockdown
An incredible 96% of consumers would rather invest in skincare instead of make-up during coronavirus and almost 40% have been stockpiling their favourite skincare products for fear of further lockdowns, found research from Swedish beauty brand Foreo.
While personal care items such as cleansers and moisturisers have increased by 10% to 20% during this time, demand for colour cosmetics such as lipsticks and eyeshadows has decreased by 40%, the report found.
Consumers have also been looking for high-tech solutions to their skincare concerns until they can see their facialist or visit a clinic again, which has seen the demand for beauty devices skyrocket to more than 100% in the past few months.
This research ties in with data compiled by Google Trends, which shows that searches for “skincare at home” has increased by more than 100% since February, and in some countries 200% plus.
Google’s data also showed that the UK, Australia, Ireland, US and Canada are the key locations for this surge into home beauty solutions.
Despite the good news that consumers are still buying skincare during lockdown, 29% of Brits have said they will refuse to queue to buy beauty products when the shops reopen – in England today (June 15), all non-essential retail stores are opening their doors for the first time since lockdown.
What have your clients been investing in during lockdown – skincare or make-up? Comment below.
For more resources, check out our full coronavirus support guide here with links and downloads on everything from funding, to preparing to reopen, to looking after your mental wellbeing during lockdown.