Beauty routines get a post-pandemic makeover

Melanie Pelican, Micaela Perlada - Givaudan Active Beauty, France

As the Coronavirus pandemic is in its second year, its global impact continues to be profound. For the beauty industry, why and how we shop has changed and the crisis has accelerated many emerging trends. From the toll on skin of hand sanitisers and masks to do-it-yourself salon solutions, from achievable self-care to the realities of working from home, consumers are navigating revised routines and seeking out different products. Holistic wellbeing has taken centre stage and is predicted to remain a priority in the post- Covid world.

Time for a makeover Givaudan’s Strategic Marketing & CMI Division has investigated how purchasing behaviour has been reshaped in this ‘new normal’. The data gathered from this ongoing global consumer research suggests that three new beauty-buying profiles have appeared. By adapting to these evolving consumer priorities and relying on solutions already available in Givaudan’s portfolio, brands can continue to meet consumers’ needs and drive positive change, both online and in-store. “The main purpose of our Covid-19 Global

Study was to support beauty brands during this turbulent time – not only by continuing to provide best-in-class active ingredients, but also by sharing innovative concept ideas to cater to consumers’ long- and short-term post-pandemic needs. Our research has given us a much deeper insight into people’s changing lifestyles, attitudes, habits and beauty product usage, helping us to inspire our customers to keep innovating.” Micaela Perlada, regional marketing manager (APAC), Givaudan Active Beauty

Simple pleasures Before 2020, consumers were already looking for efficient solutions to fit their busy lifestyles. But when COVID-19 hit, they doubled down, and the Simple Minimalist trend emerged. Staying at home has certainly prompted a shift from daily makeup routines to indulging yourself; from concealing flaws to rejuvenating skin care. Stuck inside, customers are shutting the door on the elaborate rituals that dominated the art of ‘getting ready’. Instead, they now favour uncomplicated products, offering wide-ranging and long-lasting results. It seems, as we shine online, we are looking for clear-cut and effective skin care and makeup.


In short, we want to achieve more, with less. Easy-to-use, multipurpose products are

the answer. By reinventing the concept of routine, old habits can be revitalised. Plus, brands can offer more to this new crowd of Simple Minimalists by prioritising health and hygiene benefits. Givaudan’s Silkgel exemplifies this value-added ‘less is more’ approach. Produced by biotechnology, the biomimetic silk was created to be natural silk twin for skin and hair care. Produced by means of fermentation using plant starch as natural source of energy, Silkgel has many hair care benefits. Innovative and high-performing, it repairs, but also protects hair from pollution, ensures a perfect long-lasting colour due to its film forming properties and has a significant protective effect against the negative impacts of hair dyeing. In addition, it can be used in a heat protection spray to protect the hair from thermal damage after using a straightener. Even hair that is already thermally damaged can be repaired by up to +72% with the application of Silkgel. Due to its protective

properties, the active also has an anti- pollution effect and facilitates the removal of carbon particles on the hair fibres during hair rinsing and washing. Silkgel at 4% enables the removal of 71% of PM2.5 (atmospheric particulate matter (PM) that have a diameter of less than 2.5 micrometers) after a simple water rinse and at 2% enables the removal of 83% of PM2.5 after a shampoo rinse. As a multifunctional product, it nourishes

the hair and improves smoothness, but is also acting on skincare. Due to its film-forming properties (“second-skin“ effect), Silkgel is able to protect the skin from irritating compounds such as Sodium hydroxide or Sodium dodecyl sulfate. As result, the redness is visibly reduced because the skin is less irritated.

A fresh take on natural beauty A second consumer type, spotlighted by Givaudan Active Beauty, is Sustainable Natural. The pre-pandemic movement towards clean beauty has been fast-tracked. Organic, vegan,


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68  |  Page 69  |  Page 70  |  Page 71  |  Page 72  |  Page 73  |  Page 74  |  Page 75  |  Page 76  |  Page 77  |  Page 78  |  Page 79  |  Page 80  |  Page 81  |  Page 82  |  Page 83  |  Page 84