ANALYSIS
PC: Are you able to make any predictions for the US in 2022? YH: The beauty consumer before lockdown is very different from the beauty consumer post-lockdown. This consumer has spent the last year at home researching ingredients, techniques, and routines. The consumer is much more knowledgeable and is looking for specific solutions/ procedures that will cater to their very specific needs. While customisation will be key, professional non-invasive procedures will become more mainstream and a staple in the consumers’ beauty routine. Although consumers will seek
out longer term solutions such as brow lifts, they’ll also want the flexibility to switch between bold aesthetics on a daily basis. As consumers have spent the last year socialising via social media platforms such as TikTok, they’ve adapted new aesthetics (ie e-girl, baddie, y2k) and will be bringing these looks to the offline world (IRL). This will serve as an opportunity for cosmetic brands to step in and help consumers achieve these “filters” in person. On top of all of this, another
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layer of eco-conscious behaviours will continue to play a strong role in consumer beauty decisions. While sustainability may have not been a priority during the early stages of the pandemic, consumers are turning their attention back to this topic and will be prioritising sustainable, eco-friendly solutions.
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Much hinging on vaccine rollout
The pandemic has had an enormous impact on every sector across the globe, but we are now seeing countries start to return to more normal conditions. The various vaccines available are central to the process of getting society back to normal and the US had an excellent start to its vaccine rollout, but recently there has been a plateauing (also seen in other countries) as a result of supply issues and “vaccine hesitancy” in some sections of the community. This means there remains a risk
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of localised lockdowns due to sporadic clusters of cases, but the general outlook appears positive as events and destinations re- open to the public. This is critical for many cosmetic products that rely on socialising to encourage their use.
The view from the industry To get further insight from the industry, we spoke to Personal Care Editorial Board members Gino Macalino, Estée Lauder Makeup Innovation Manager and Tony O’Lenick, principal consultant at Nascent Technologies.
PERSONAL CARE: How has the US cosmetics market responded to the global crisis during the first quarter of 2021? TONY O’LENICK: There is no doubt the COVID pandemic has been the most disruptive event on the cosmetics
business during my lifetime. We have lost a number of our associates, some important mentors. I do think however that the worst days are behind us. Q1- 2021 will be an inflection point in terms of the consumer going back
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www.personalcaremagazine.com June 2021 PERSONAL CARE
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