Pre-COVID, the beauty and personal care industry is valued at a mighty $532 billion, according to a Business Insider article.
But, the pandemic is not just interrupting the industry’s growth, innovation, returns, and marketability, it has also altered the way individuals perceive, practice, and consume personal care.
Nobody saw this pandemic coming, nor did we have an idea as to what the new normal will be.
These past few months, protective masks and hand sanitizers have become must-have personal care items. Daily routines were disrupted to adapt to the lifestyle required by an environment that poses health risks.
However, that does not mean that personal care should be compromised. Hence, beauty practices have also inevitably transformed according to the consumers’ current needs.
Thus, it is necessary to look into the impacts of COVID-19 on the cosmetics and personal care industry.
Understanding the importance of content marketing for beauty brands during these trying times is integral to adapting to what has changed and continuing with the daily business operations.
That’s why we’ve made a short video to give you a brief understanding of what this article is all about. Check it out:
How Has COVID-19 Impacted the Cosmetics and Personal Care Industry?
With the pandemic resulting in lockdowns and urging businesses to halt operations, consumers’ beauty preferences and priorities began to change. Brands have to act fast to adapt to the changes brought about by ‘the new normal.’
The Digitization of Beauty
As consumers from most parts of the globe are still working from home, they have more screen time since the daily commute is being taken out of the equation. And beauty brands are leveraging this situation by virtually reaching out to their clientele more than they have ever been.
E-commerce has become more relevant than ever. To make up for the losses brought upon by closed physical boutiques, most beauty brands have boosted their digital presence by revamping their websites. These brands are also upping its digital marketing ante by providing educational and shoppable content through blog posts and social media feeds.
In Asia, the Vietnamese government even expressed plans to expand its e-commerce sector after seeing its increasing popularity during the COVID-19 crisis. And, in some countries like China, live streaming e-commerce has also skyrocketed.
Everyday Luxuries within Reach
The quarantine period is putting a halt to pampering services we enjoy, such as spa treatments, massages, and monthly facials.
Hence, consumers are recreating these experiences at home by doing their own nails, having a DIY facial with pore-refining masks, or lighting a Diptyque while soaking in a warm bubble bath.
Personal care and pampering products such as sheet masks, scented candles, essential oils for aromatherapy, as well as nail, body, and hair care products have seen an increase in demand.
Social Shopping and Virtual Community Events
With the temporary stop on large gatherings, brands had to think of innovative ways to launch their new collections.
Companies such as Charlotte Tilbury, Glossier, and Kiehl’s leveraged digital marketing and launched their new collections virtually via their social media sites.
Brands such as By Terry, Hourglass Cosmetics, and Estée Lauder continue to educate their community on taking care of themselves using the brands’ products via YouTube short video series.
Platforms such as Instagram and Facebook allow both small independent brands and giant retailers to accommodate their community’s needs and desires by integrating shoppable content on social media posts.
Coupled that with contactless payment options and continued delivery operations despite delays brought about by the situation, consumers are happily getting their retail fix in the comfort of their own homes.
The Importance of Content Marketing for Beauty Brands during COVID-19
With most physical stores shutting down for safety purposes, the power of content and brand marketing during the COVID-19 period proves to be heavy.
Having no stores to go to, consumers now rely on digital resources for their beauty and personal care needs.
Thus, beauty retailers have strengthened their online presence to provide their customers with information about their products and services without the luxury of readily available samples from beauty counters.
Responsible and Appropriate Content
Furthermore, brands have shifted their sales through online networks. When it comes to product and brand marketing, advertisements now focus more on referencing the pandemic and emphasizing hygiene and personal care.
For example, L’Oréal cut down marketing to focus on the basics and essentials as consumers started to focus on personal care and worry about their salaries too.
A number of beauty brands, too, are giving tips on what makeup to wear for Zoom meetings and video conferences.
This timeliness of content marketing keeps the audience engaged and reminds them of a brand’s relevance during today’s crisis.
How Can Beauty Retailers Adapt to Revive Their Sales after Lockdown?
With the pandemic altering every area of how companies usually do business, it is crucial for beauty brands to cater to the shifting preferences of their customers to revive their sales.
According to a study done by McKinsey & Company, global revenues for the beauty industry are expected to drop to 20-30% this year. In the US, the damage could be as much as 35%.
Hence, it is important that brands and retailers maintain beauty online marketing strategies for the post-COVID era, too.
For instance, as the emphasis on clean and environment-friendly products continues to take center stage, brands can use this trend as an opportunity to attract more conscious consumers by investing more in organic or eco-friendly products.
Fitting Product Development
Furthermore, it is anticipated that certain changes in beauty trends during the COVID-19 era will carry onto the post-COVID era.
As the world is mandated to don the ubiquitous protective mask and with the bottom half of our faces covered, consumers are gravitating more towards eye and brow makeup as a form of self-expression.
It is then expected that the demand for eye makeup will continue to rise beyond COVID-19. Beauty brands should focus more on developing new eye makeup lines and collections that cater to the preferences of their target markets.
The Power of Content Marketing for Beauty Brands
Content marketing for beauty brands is key to surviving the pandemic. A Forbes article indicates that 80% of consumers have utilized content since the beginning of the lockdown period, and video proves to be the type people prefer to consume.
Circling back to the eye makeup trend, beauty brands should then host video tutorials on various eye makeup looks.
Brands can also leverage online tools and outlets such as virtual consultations and live chats to stay connected with their community and answer consumers’ questions about their products and services.
Additionally, brands are advised to make use of visually-engaging packages and promotional posters, social proof messaging, product discovery tools, and smart banners on mobile apps.
These content marketing strategies will help retain any existing market and expand their reach too.
With the immediate and projected impacts of the COVID-19 crisis on the beauty industry, it cannot be denied that retailers and brands would have to embrace the new normal.
Having seen the gravity of the risks posed by the virus, consumers will not let go of their newfound or amplified regard for personal care and hygiene any time soon.
Thus, businesses need to cater to their consumers’ shifting needs because, albeit the many changes, beauty and personal care will always be a part of culture and lifestyle.
As an expert in localized beauty content marketing, we are here to help you leverage this time to get your brand out there and reach your target market.
How did you like May Thawdar Oo’s blog post “Cosmetics and Personal Care Industry during and after COVID-19”? Let us know in the comments if you have anything to add, have another content idea for beauty content marketing blog posts, or just want to say “hello.” 🙂