As we all look for a fresh start in 2021, consumer attitudes toward the beauty category will reflect trends that evolved throughout the pandemic, focusing on optionality, technology and experience. 

Whether they wanted to or not, many consumers were forced to try new channels and technologies during the pandemic, given closures and safety concerns. But once they jumped in headlong, consumers often realized they liked the new options.

From virtual makeup try-ons to livestreaming, consumers experienced new ways to engage with their favorite beauty brands. I expect this trend to carry into 2021. 

While ordering makeup or skincare without in-store experimentation was once considered unthinkable, advanced technologies have enabled consumers to interact and test products from the comfort of their own homes. Given that it will take time for consumers to recover from germ and hygiene concerns around in-store sampling, these technologies and sales methods are here to stay.

Along with technology enabling digital engagement and e-commerce comes the tactical piece – shipping.  As beauty continues to grow in the online channel, packaging and shipping become increasingly important.  There are few things more disappointing than a broken makeup palette.  Ensuring that products can be shipped without breakage or leaking will be paramount.

In the increasingly crowded beauty market, consumers also have new products and brands to choose from on a seemingly daily basis.  In order to win consumer attention and favor, don’t forget about the packaging basics. 

Does the pump or applicator break easily? Can the consumer get everything out of the bottle?  Issues this basic can be why consumers walk away from a brand. 

From there, evaluate if packaging helps enhance the brand image, whether that be a sustainability or clean beauty message, an experiential product, or calling attention to other products in the line.

Consumers’ shopping habits throughout the pandemic have mirrored their activities and limits of what they were able to do.  Fortunately, the makeup category, whose sales softened to the benefit of skincare and fragrance purchases, will recover as consumers begin to re-engage in the world.

ABOUT THE AUTHOR

Katie Thomas leads the Kearney Consumer Institute, a consumer-focused think tank at global strategy and management consulting firm, Kearney.

Email Katie Thomas

Photos: (L) by cottonbro from Pexels; (R) The author, Katie Thomas