THE PANDEMIC (MIGHT HAVE) FOREVER CHANGED HOW WE SHOP FOR BEAUTY
As fiscal trend reports across all industries trickle in about global and national shopping habits over the past year, retailers of all shapes and sizes are searching for signs of “returning to normalcy.” Color cosmetic companies are no doubt hoping the return to work – for some – signals a renewed resurgence in our foundation, lipstick and eye shadow co-dependencies (no judgements here, we’re an office full of beauty junkies).
But, for better or worse, a year-long lockdown did a number on our daily routines and that includes how many products we reached for in the morning knowing we’d only be seen by a few, or potentially zero people, in the span of a day. It was the detox no one asked for, skin was given a break, we powered off our heat styling tools and embraced natural, clean-focused skincare that gave us makeup-optional skin – or at least that’s what the reports say.
SKINCARE REGIMENS UP BY 33%
At the beginning of lockdown, advice rolled in from all angles about how to stay mentally, physically and emotionally fit as we embarked into the “new normal.” According to a Klarna trends report that surveyed 15,000 consumers, the number one activity people integrated into their wellness routines this past year was a skincare regimen; 33% of people surveyed began a skin-focused self-care ritual. It’s no surprise that recreating a pro-grade facial at home topped the list as access to cosmetic treatments, esthetician-administered facials and other dermatologist visits were indefinitely put on pause.
With the heightened attention to a dedicated skincare routine, consumers also embraced a fresh-faced glow with 72% of people preferring their au natural look. “On all counts, respondents skewed towards a more natural approach to beauty, something expected to continue well beyond the vaccine rollout and the return to normal” the Klarna report states. Fillers, falsies, press-on nails and microblading took a backseat to natural contouring, mascara, polish-free nails and eyebrow pencils.
CLEAN IS HERE TO STAY
Younger generations are increasingly on the hunt for clean, sustainable skincare solutions with Gen Z and Millennials showing signs of prioritizing cruelty free, vegan and non-toxic ingredients when they purchase. “It works” is no longer sufficient for younger consumers who are driving the demand for formula and packaging transparency from brands and wanting to know their dollars won’t contribute to environmental waste or animal testing more so “than their older counterparts,” according to Klarna.
EXPECT MORE EXFOLIATION
According to Klarna’s survey, facials took over “the number one spot for at-home beauty regimes.” The two key pillars of a facial are exfoliation and hydration, so the need for exfoliants rose drastically as we embraced being at home as a sign to experiment with more peels, pore-refining masks and micro-derma scrubs. And in this humble writer’s opinion, the collective subconscious probably figured turning the Zoom camera off was a small price to pay if any of the exfoliating treatments had lingering effects (was anyone else trying all the masks they’d never had time to try before or was that just me?). Pale, freckly skin mixed with glycolic acid on a Monday? Sure!
THE FUTURE OF BEAUTY
What the reports tell us is that while we may be anxious to see our friends and families again, the idea that we can get through the day with minimal-to-no makeup and embrace our natural glow with the help of clean, non-toxic ingredients is an idea we’re not eager to give up so long as beauty brands can deliver the goods. And although the industry as a whole has made great strides in answering the consumer desire for more sustainability in packaging, the next frontier is stretching that science into ways of making products themselves more sustainable, skin-friendly (as opposed to the abrasive exfoliants we’re used to) and better for the environment.
THE SOLUTION? A 100% CLEAN, VEGAN 2-STEP EXFOLIATING FACIAL THAT GIVES US VELVETY SOFT SKIN AND A NATURAL, HEALTHY GLOW THAT LASTS FOR DAYS.
Our new Glass & Gloss pro-grade facial replicates the two crucial steps of an in-office facial – exfoliation and hydration – without the appointment or price tag. This clean, vegan formula is made with new biodegradable, spherical nanoderma crystals that gently deep cleans pores without tearing or irritating skin the way traditional, jagged-edge scrubs have done in the past. The hydrating gel serum is formulated with micro-algae peptides that help restore nutrients and hydration for a lit-from-within-glow. It comes with 20 treatments per jar, so use it twice a week or, like a facial, whenever skin needs a boost.