How Needs and Behaviour Impact the Beauty Sector

Every sector in this world is feeling the consequences of Covid-19. Several businesses are almost on the verge of going down. They are holding on to their last straws, hoping for the best to happen. With the Covid-19 situation evolving every day, it is making life difficult for entrepreneurs as they can’t plan or predict what’s coming. Although essential work is still the first priority for everyone, many people are expecting a sense of normality from institutions, commercial businesses, and leaders during these tumultuous times.

In fact, there are three core areas that people want to focus on right now:

Self-care: More people are paying attention to their wellbeing because they now work from home. This concept is making self-care products valuable.

Digital acceleration: Consumers are now using online platforms to buy beauty products as they don’t want to go out. This is allowing the e-commerce industry to grow rapidly.

Communications: Customers are expecting their favourite brands to show empathy, relevancy, and adaptability during this tough time.


The shift from FOMO to JOMO is fast becoming a trend within the beauty industry. People are focusing on themselves because they have enough time for it. In fact, the movement started before the pandemic. People started paying more attention to their health instead of superficial looks. And self-care sits right in the middle of everyone’s beauty regime. And health is continuing to gain importance every passing day.

As social distancing is becoming a practice, people are feeling less inclined to cosmetic products. They now prefer cleansing and care products as they take care of their wellbeing. And this isn’t limited to hand care. Tons of brands are shifting to produce sanitizers, lotions, and hand soaps to meet the huge demand. In fact, Instagram style, attractive ads featuring superficial and emotional benefits of beauty products are not making the headlines anymore.

Many brands are using this opportunity to offer self-care products differently. Lush, for example, says that their bath bombs can provide an evening chill-out session to sleep comfortably. Similarly, The Body Shop is now promoting bath and care products because that’s where the demand is these days.

Digital acceleration

There was a hint of growth in the beauty product industry right before the pandemic hit. But since then, it has been a long struggle for digital beauty consumption because companies are unable to test their products, leading to ineffective colour matching, and a downfall in shopper experience. But the current situation is giving customers time to rethink their purchase plans.

Since people are not preferring to buy products from physical stores, brands now are focusing on accelerating their e-commerce plans to meet the rising demands. “Online beauty” has become one of the most popular search-term on Google since the pandemic.

Customers now want a seamless experience while purchasing beauty products. This involves a user-friendly website that they can navigate easily to find the products they are looking for. It means consumers are becoming less reliant on supermarkets for their beauty products. This is relevant even for standalone stores of renowned brands.


Shopper expectations grow rapidly when it comes to the beauty industry. It knows how to cope with changing demands. But the Covid situation is different. Communications have become the most crucial element to identify these changing demands because most consumers are now operating online.

Brands now have to keep an eye on the tone and message they need to use with consumers. They even need to identify when to communicate with consumers.

It all boils down to one thing: whether what you say is relevant to your customers during this time. And whether you will be able to keep your promise in a timely fashion. Empathy, adaptable activations, and relevancy are three important pillars to ensure customer satisfaction now.