How Coronavirus Will Change the Way You Shop For Beauty
How Will COVID-19 Impact Beauty Shopping? Let Us Count the Ways . . .
Beauty Shopping Prediction: Hair Products Will Continue Flying off (Virtual) Shelves
No celebrity hair tutorial will replace your hairstylist or colourist, but in the months without professional services to lean on, people were forced to become more well-versed in at-home beauty maintenance. This ultimately changed what people were searching for.
There's no category that's seen a bigger shift of late than hair care. For many online retailers product demand has been through the roof. "During lockdown, sales across Boots' hair colour category has definitely grown, and there's no sign of this trend slowing down, with 'hair dye' being the most popular search term on our website this week," explains Rogers.
In addition to hair colour, consumers have turned to their attention to trichology. "'Treatments' and 'Scalp Care' has seen the biggest boost on Cult Beauty with 177 percent sales growth year on year", says Inge. "Consumers understand that the skin on their forehead doesn't stop at the hairline."
Beauty Shopping Prediction: Online Reviews Will Be More Important Than Ever
The issue of fake beauty reviews has been a concern of online retailers for years, but the recent influx of foot traffic to websites (combined with the devastating rise in unemployment numbers) makes spreading the good word on products actually worth purchasing all the more important. "There is no replacement for firsthand knowledge and personal recommendations," says Rob Gross, cofounder and COO of Fakespot, a platform that uses data extraction and algorithm engines to detect unauthentic reviews. "Always stick with the brands you know and trust recommendations from your friends who have actually spent their hard-earned money and used the product. This reduces the bias from paid reviewers and usually gets you something that you would like."
In fact, online reviews are the very backbone of many retailers. "[Reviews] are an essential tool in letting our customers understand whether a product is right for them, it is a crucial part of our content strategy," explains Lawmon.
Freedman agrees, also making the point that reviews shouldn't stop at online platforms. "Generation Z and millennials are also researching so much more before they make a purchase, so I think it would be great to see these digital reviews come to life and be present in stores with iPads at counters."
"In the last 6 weeks 74 percent of the brands signed up to Curate Beauty have been British."
Beauty Shopping Prediction: Shopping Locally Will Become a Proactive Choice
If we've learnt one thing from the pandemic it's that community spirit is alive and well up and down the UK. Shopping local hasn't just become an option, it's become a proactive choice, and this extends to our beauty shopping habits. The numbers reflect this, too. "In the last 6 weeks 74 percent of the brands signed up to Curate Beauty have been British," says Freedman.
"I think we will all be much more conscious to keep things local and shop from British brands. While that messaging hit home through our food supplies a few years ago, I think it will definitely be something at the forefront of shoppers' minds across all categories, and especially beauty. Not only can they provide faster delivery times, and reduce carbon footprint, but I also think customers will be conscious about ways in which they can contribute to the local economy with every purchase."
— Additional reporting by Tori Crowther
POPSUGAR aims to give you the most accurate and up-to-date information about the coronavirus, but details and recommendations about this pandemic may have changed since publication. For the latest information on COVID-19, please check out resources from the WHO and the NHS.