10 Noticeable Trends of Beauty Business in 2020
COVID-19 changed the way we beauty in 2020. People from every corner of the world adopted some new preferences and habits, because there are stay-at-home orders, fears of infection and desire for self-care rituals. Some of these trends are associated with 2020's emergency, some will persist and accelerate well into 2021 and beyond.
Here are 10 most noticeable trends we discovered in 2020. Will you agree?
1. At-home Beauty
We have to find joys out of DIY on everything: skincare, hair care, nail care.
2. Masked Beauty
Wearing mask frequently led to a plague of maskne. The prominence of skin care was boosted by concealed mouths and stay-at-home orders. Makeup is a bit in the downside, though cosmetic for eye and brow fared relatively well.
3. Self-care and Wellness
People were searching for Mental well-being and immunity-boosting solutions.
4. E-commerce Revolution
Stores closed, social commerce, virtual try-ons, etc. The beauty industry is experiencing a digital commerce transformation.
5. Accountable Inclusivity
Vague promises of diversity gave way to raw and specific conversations about diversity and represen-tation in beauty. Powered by the Black Lives Matter uprising, key figures such as Chuter demanded meaningful represen-tation and concrete commitments from brands and retailers.
6. Gaming Marketing
Brands tapped into gaming culture in unprecedented ways, reaching consumers of all gender identities through platforms such as Twitch and Animal Crossing.
7. Sustaina-bility Surge
Despite pandemic-related supply chain challenges, sustaina-bility moved forward unabated. To illustrate, many beauty industry players expanded their prominence on the CDP list; major brands adopted sustainable packaging technologies; more brands adopted offsets; and many firms announced ethical ingredient commitments
8. China Surges
China's 2020 economic growth is expected to rise by 2.1% in 2020; while that number sounds low, it vastly eclipses many other top beauty economies. For instance, the United States is forecast to face a GDP drop of 3.6%. The difference? The two countries' differing approaches to the pandemic.
9. Tik Tok Ascendant
The foundation of Tik Tok's ascendance began in 2019, but increased time at home in front of phone screens in 2020 took the platform to the next level.
10. Desire for Connection
Finally, and critically, all of us experienced the pressures of isolation. Unable to travel widely or meet closely with friends, family or colleagues, everyone sought meaningful connections to bridge the gap until life can resume to whatever normal might look like.
This will be one of the largest consumer needs in 2021, creating opportunities for digital and physical experiences, as well as greater emotional connections with shoppers.