COVID-19 changes in beauty and what to buy

McKinsey write that the “the global beauty industry has been shocked by the COVID-19 crisis.”

This is an understatement, of such magnitude that were it an earthquake it would be 9.5 on the Richter scale.

The pandemic is acting as a precursor to a change in beauty spending habits that we’ve never seen before and past assumptions about beauty are redundant.

For example, lipsticks tend to be recession proof (the lipstick effect phenomenon) but CL lipsticks along with most other colour cosmetics are no longer as covetable or desirable in our new age of face masks.

(And, if you are in the market to expand your private collection of lip colours beyond beige or brown, this is an excellent time to shop).

The only on the money trend

We are still spending money on some beauty categories, which despite the pandemic have shown enviable growth.

According to Zalando, Europe’s largest fashion and lifestyle e-commerce marketplace,

We receive three times as many orders of skincare, nail care, haircare, and beauty accessories compared to the same time last year. Detox and wellness products, candles, face masks and hand soaps are especially sought after choices for the home spa.” 

Source: Zalando Corporate

The pandemic is changing our behaviour to “pampering and self-care.”

What do I see?

I’ve three observations to share. First, new skincare launches appear to have proceeded as normal. Huda Beauty and Chantecaille are both excellent examples of expensive skincare launches. (Huda Beauty’s Honey Moisturiser is £45). Second, there is less influencer driven marketing, as brand’s tighten their belts.

Finally, I’ve noticed that nimble skincare brands have responded to COVID-19 by bringing out collections of their bestselling miniatures or variants of these.  The value for money proposition of these miniature sets can be zero.

However, I would prefer to buy a GBP 10 sample rather than spending GBP 100 to find out that I detest the product.

Today’s blog is part of a series of blogs on skincare products that you can try at home and won’t break the bank.  (Okay some may, but let me know what you think). 

Glow Recipe Fruit Babies

The South Korean beauty market is viciously competitive. In order to survive, brands must amongst other things, be innovative and quick to market. Although, Glow is an American brand, its South Korean founders are ensuring that their new product pipeline is inexhaustible (and this is great news for consumers).

This collection has pocket-sized versions of essentially everything from the brand, but expect absolutely tiny sizes of six products. This collection includes a Watermelon Sleeping Mask, Blueberry Cleanser, Watermelon Toner, Watermelon Moisturizer and Avocado Melt Eye Mask,  Banana Moisturizer.

Antonia Burrell Facial Lift in a Box

According to the editor at Net-a-porter, “Modelled after her signature facial that involves a cupping technique, this kit has six nutrient-rich products and two massage cups to stimulate lymph drainage and increase elasticity.”

I am not quite sure what to do with these suction cups but at £35, this is a bargain of a facial, as the kit includes a Cleansing Oil, Polishing Powder, Beauty Water (botox in a bottle), Facial Oil, Mask and Moisturiser.

Drunk Elephant’s numerous collections

A lot of my friends do not like Drunk Elephant, and some are viscerally offended by it. I am as surprised as you are. However, this is an inexpensive way to figure out if you like the brand enough to fork out USD XYZ for the full-sized versions. 

The Little 4.0s

This set contains: 30ml Beste™ No. 9 Jelly Cleanser, 8ml C-Firma™ Day Serum, -8ml B-Hydra™ Intensive Hydration Serum, 8ml T.L.C. Framboos™ Glycolic Night Serum, 8ml Virgin Marula Luxury Facial Oil, 15ml Protini™ Polypeptide Cream, 15ml Umbra Sheer™ Physical Daily Defense SPF 30, C-Tango™ Multivitamin Eye Cream, 4 Smoothie Recipe Cards and a Bright Coral Waterproof Travel Bag

Time to Wake Up

This set contains Drunk Elephant C Firma Day Serum and B-Hydra Intensive Hydration (8ml of each)

fresh skincare collection

I love fresh as a brand. I have tried a couple of their products (Black Tea Firming Overnight Mask) and the brightening mask (Vitamin Nectar Glow), and I enjoyed both. This Mini Mask Set is for someone who already loves the brand.   

The set includes one exfoliator and 5 masks (Vitamin Nectar Glow Face Mask (15ml), Rose Face Mask (15ml), Black Tea Firming Overnight Mask (15ml), Black Tea Instant Perfecting Mask (15ml), Umbrian Clay Pore Purifying Face Mask (15ml), and Sugar Face Polish Exfoliator (15ml)).

If you’ve never tried the brand before then these bestsellers are great for first-time users

The set includes Soy Face Cleanser (20ml), Rose Face Mask (15ml), Kombucha Essence (20ml), Lotus Face Moisturizer (7g) and Sugar Lip Treatment Advanced Therapy (2.2g)

*****

Who am I? I am an independent blogger and I am not paid or affiliated by anyone or anything. I write about skincare, shopping and importantly, feminism. I pay for my products and this allows me the freedom to write with complete honesty. If you’d prefer other sales based influencers then that’s ok. I love them too, but that’s not who I am or want to be. Thank you for your time.

COPYRIGHT I wish to remind some of you that I am a non-affiliated skincare blogger. I invest my time in creating original content for my blog. My blog is read in multiple countries and according to my lawyers, each of those countries protects my content and rights under copyright law. If you would like to use my content, do the right thing, and write to me at email@happyskindays.com. Don’t be that person who steals content, because it’s lazy, arrogant and ultimately, a crime.

Sources:

McKinsey & Company publication How COVID-19 is changing the world of beauty, 2020, By Emily Gerstell, Sophie Marchessou, Jennifer Schmidt, and Emma Spagnuolo

Zalando Corporate What Zalando Customers Are Buying as They’re Asked to Stay Home