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The global beauty industry generates roughly $500 billion per year in sales, accounting for millions of jobs. If you assume that a world-wide pandemic and dramatic economic shifts have affected this market, you’re right. However, the ways Covid-19 is changing the beauty industry may surprise you.
Covid-19 And The Lipstick Effect
If you’re familiar with the “Lipstick Effect” you know that the chairman of Estee Lauder observed lipstick and other cosmetic sales increase during the 2008 recession. Beauty companies tend to thrive during economic downturns, a phenomenon observed as far back as World War 2.
Studies of the psychology behind this behaviour seem to indicate that women, in particular, prioritize their attractiveness in times of scarcity due to survival instincts.
Today, in the era of lockdowns, quarantines, and social distancing, we can also factor in focus on self-care and a need for DIY beauty options. Because the consumer’s desire for beauty, wellness and luxury products never diminishes, this major market upheaval has simply shifted sales to other categories.
By some measures, brick and mortar spas, skincare retailers and clinics are seeing decreased traffic, just like all “non-essential” businesses forced to limit hours or service. However, online sales are booming thanks to resourceful adjustments. Beauty product and device manufacturers like Sylton are helping distributors innovate and diversify to meet the changing demands.
DIY Beauty- What Do WFH And Lockdowns Have To Do With Purchasing?
Long before realizing that Covid-19 was altering how we work and live, companies were already moving in the direction of remote work, flexible “work from home” schedules and virtual meetings. The declaration of a pandemic accelerated these trends into high gear and people found themselves breaking free of their 9-5 routine.
Zoom meetings have ensured people still get regular facetime and want to look their best. For those who spend much of their day wearing a mask, the eyes, brows, hair, and everything else have gained attention.
A desire to present well while favourite salons are closed helped popularize YouTube DIY videos in 2020. Some men and women are learning out of sheer necessity how to do everything from brow-shaping to tooth whitening from the comfort of their home. Whether the driver is cost savings or a lack of options, customers find a way to get the products and treatments that make them feel good.
The Digital Beauty Sales Shift
Online sales were slowly trending up in recent years and have exploded in place of in-person shopping. The anticipation of waiting for web purchases to arrive is a rather new shared experience among millions stuck indoors. Other simple pleasures such as self-care days keep spirits up in trying times.
Will the new normal remain? 2020 was one of the worst years for industry and commerce across the board, but we know that beauty, wellness, and luxury products have a way of taking hits and carrying on.
Luxury hand soap sales are up in France, an astounding 800%, and Europe’s biggest online lifestyle and fashion marketplace, Zalando, reported growth in pampering categories like candles, aromatherapy, skin, and hair products.
Amazon handles most e-commerce in the USA, and they report hair, bath, and body product numbers dramatically higher this year.
For a significant percentage of the population, beauty is closely tied to well-being and the Lipstick Factor suggests customers will continue indulging this need affordably during stressful times. For this reason, the beauty industry always has cause for optimism and stays agile through evaluating practices and partnering with aesthetic business innovators.
Beyond Covid- Planning for A Thriving Beauty Industry
We believe that difficult times can inspire valuable, lasting improvements. The COVID-19 crisis may have altered our industry in lasting ways, but the great news is that you can get on track with where we’re headed.
- Digital communication, marketing and sales are increasingly central to business. More people are spending time conducting their own, detailed product research and comparing information found across the net. Global borders are less of a barrier, so you will benefit from mastering direct-to-consumer marketing, branding and customer care. Social-media in-app shopping springs from dynamic engagement and an effortless user experience. Beauty-industry leaders who thrive through the remainder of this pandemic and beyond have maximized digital channels to grab all the new customers taking beauty into their own hands. Are you making the most of digital communication and service through virtual consultations, visually engaging product advertising, and a personalized customer experience?
- Are you primed to keep up with rapidly shifting beauty product demands? One of the challenges beauty distributors face is reallocating their resources and supply to meet an influx of online demand. The product innovation pipeline is now lightning fast- with brands having their genesis and arriving on doorsteps in less than a month. To keep up with shrinking timelines and increased pressure, providers need to form strong collaborations with beauty product manufacturers specialized in adaptation and product innovation.
Sylton, and our parent company InnoFaith beauty sciences, offer full-custom products . We cooperate closely with you to meet rapidly changing needs and help fortify your presence in the market.
Sylton distributors benefit from our vision and experience around the world. Contact us to chat.
Beginning a new year in the beauty industry may have felt strange. Typical predictions about upcoming trends in aesthetic medicine were dramatically influenced by the global pandemic. If you guessed that working from home, masking, and social distancing influenced overall beauty trends for 2021, you’re right.
Client-facing industries are deeply interested in what’s changed and where we’re going in terms of consultation for beauty clients.
At Sylton, we’re curious and innovative- looking far ahead at advances in beauty marketing, analysis, and service delivery technology. Our partners benefit from leading skin analysis devices like Observ 520x in their toolbox.
We’re seeing digital analysis, “Zoom face” and intelligent skincare impacting businesses for the better.
In fact, we’re optimistic that future virtual skin trends are bright for partners at Sylton.
1. Clean, Organic, Natural Beauty Treatments
One of the most prolific in the marketing world, Beauty is a competitive, highly lucrative industry valued at 500$ billion in sales globally every year.
We know customers respond to trends fast. Those who work in cosmetic industries must align quickly or lose the attention of buyers. We feel the latest shift toward clean, organic, natural skincare is a good one with mutual benefits for everyone jumping on board.
There’s been a move away from questionable chemical-based ingredients for many years, but cosmetic world leaders and some clinics didn’t previously feel pressured to trash their perfumed, synthetic formulas.
Overall, customer awareness about their skin’s dynamic health and absorption of chemicals has grown. Instead of slathering on potent creams and potions, customers are peering deeper into their pores to understand their unique skin cell landscape and opt for healthier treatments. Observ 520x skin analysis plays an integral role in educating and equipping the customer of tomorrow.
2. The Growth Of Digital Beauty Consultation And Treatment Planning
Social platforms have exploded with new users and amped up beauty marketing. Influencers now lead ad campaigns selling personalised, detailed product experiences.
In 2021 we’ve seen the addition hi-tech user experiences increase, and we believe this trend will only grow.
Digital skin analysis devices, artificial intelligence, augmented reality, and virtual communication have become so interwoven that it no longer seems new or unusual for detailed medical and dermatological information to be transmitted online.
The emphasis on enhanced experiences means suppliers are motivated to create machines and applications customers want. Without stepping foot into the medspa of the past, at-home self-care now involves qualified medical experts and customised treatment.
Beauty brands have invested in data analytics to better understand their customers, and they’ve incorporated personalised feedback into social media and website communication.
We’ll see service providers with a competitive edge in medical tech show a boost in profits in the coming year.
Observ is one of the most promising tools to date when it comes to enhanced user experience. There’s never been as detailed a device to provide the “made for you” treatment planning today’s customers want.
3. Have You Heard of Zoom Face?
A catchy but unfortunate term, “Zoom face” refers to the unprecedented facetime many people now have with themselves – staring at their own reflection and imperfections.
Observ takes this newly formed focus on details and provides accurate photo analysis needed to plan. Customers can see exactly where damage has occurred then watch in stunning clarity as conditions are cleared.
4. Skin Repair And Minimal Makeup
Why coverup what you can fix? Along with overall trends toward everything natural, 2021 is shifting toward bare-skinned beauty and products which treat rather than cover.
It makes sense when we think about “make-up holiday” opportunities during the last pandemic-year. Giving your complexion a breather is a popular idea now, as is time off for intensive chemical peels and facial treatments that remove hyperpigmentation, acne scarring and more.
Buzzwords like “dewy” and “glow up” are circulating among beauty influencers boasting of clear, even toned, healthy skin. Once they’ve determined where dark circles, sunspots, enlarged pores and lines mar their complexion, they can set to work repairing the damage and glow again.
We love where the trends are taking us next year and beyond. Have you talked to a Sylton representative about where our skin analysis technology fits in? Click here to learn more about our products.
Beginning a new year in the beauty industry may have felt strange. Typical predictions about upcoming trends in aesthetic medicine were dramatically influenced by the global pandemic. If you guessed that working from home, masking, and social distancing influenced overall beauty trends for 2021, you’re right.
Client-facing industries are deeply interested in what’s changed and where we’re going in terms of consultation for beauty clients.
At Sylton, we’re curious and innovative- looking far ahead at advances in beauty marketing, analysis, and service delivery technology. Our partners benefit from leading skin analysis devices like Observ 520x in their toolbox.
We’re seeing digital analysis, “Zoom face” and intelligent skincare impacting businesses for the better.
In fact, we’re optimistic that future virtual skin trends are bright for partners at Sylton.
1. Clean, Organic, Natural Beauty Treatments
One of the most prolific in the marketing world, Beauty is a competitive, highly lucrative industry valued at 500$ billion in sales globally every year.
We know customers respond to trends fast. Those who work in cosmetic industries must align quickly or lose the attention of buyers. We feel the latest shift toward clean, organic, natural skincare is a good one with mutual benefits for everyone jumping on board.
There’s been a move away from questionable chemical-based ingredients for many years, but cosmetic world leaders and some clinics didn’t previously feel pressured to trash their perfumed, synthetic formulas.
Overall, customer awareness about their skin’s dynamic health and absorption of chemicals has grown. Instead of slathering on potent creams and potions, customers are peering deeper into their pores to understand their unique skin cell landscape and opt for healthier treatments. Observ 520x skin analysis plays an integral role in educating and equipping the customer of tomorrow.
2. The Growth Of Digital Beauty Consultation And Treatment Planning
Social platforms have exploded with new users and amped up beauty marketing. Influencers now lead ad campaigns selling personalised, detailed product experiences.
In 2021 we’ve seen the addition hi-tech user experiences increase, and we believe this trend will only grow.
Digital skin analysis devices, artificial intelligence, augmented reality, and virtual communication have become so interwoven that it no longer seems new or unusual for detailed medical and dermatological information to be transmitted online.
The emphasis on enhanced experiences means suppliers are motivated to create machines and applications customers want. Without stepping foot into the medspa of the past, at-home self-care now involves qualified medical experts and customised treatment.
Beauty brands have invested in data analytics to better understand their customers, and they’ve incorporated personalised feedback into social media and website communication.
We’ll see service providers with a competitive edge in medical tech show a boost in profits in the coming year.
Observ is one of the most promising tools to date when it comes to enhanced user experience. There’s never been as detailed a device to provide the “made for you” treatment planning today’s customers want.
3. Have You Heard of Zoom Face?
A catchy but unfortunate term, “Zoom face” refers to the unprecedented facetime many people now have with themselves – staring at their own reflection and imperfections.
Observ takes this newly formed focus on details and provides accurate photo analysis needed to plan. Customers can see exactly where damage has occurred then watch in stunning clarity as conditions are cleared.
4. Skin Repair And Minimal Makeup
Why coverup what you can fix? Along with overall trends toward everything natural, 2021 is shifting toward bare-skinned beauty and products which treat rather than cover.
It makes sense when we think about “make-up holiday” opportunities during the last pandemic-year. Giving your complexion a breather is a popular idea now, as is time off for intensive chemical peels and facial treatments that remove hyperpigmentation, acne scarring and more.
Buzzwords like “dewy” and “glow up” are circulating among beauty influencers boasting of clear, even toned, healthy skin. Once they’ve determined where dark circles, sunspots, enlarged pores and lines mar their complexion, they can set to work repairing the damage and glow again.
We love where the trends are taking us next year and beyond. Have you talked to a Sylton representative about where our skin analysis technology fits in? Click here to learn more about our products.