Self-love, grooming, skincare, and learning new cosmetic hacks are some of the most viewed content on social media.
How has the pandemic changed the way consumers think about presenting themselves to the world? After more than a year of masks, sweatpants, zoom calls, and social distancing, are people excited to dress up and wear make-up, or have they made long-term changes to their fashion and grooming habits?
The idea of beauty as a sort of self-care has always been a role that it plays in consumer's lives. Self-love, grooming, skincare, and learning new cosmetic hacks are some of the most viewed content on social media.
Here, Umashan Naidoo - Head of Customer & Beauty, Westside, brings to you a few beauty trends to help you sail through the pandemic.
Bold eyes and matte lips - Eye make-up is growing as a category. People experiment with various trends in the eye and brow area, where being dramatic will catch up and go viral, whether it is a mascara look, pop eyeshadows, or a long wing.
Beautification bar no more - Make-up is genderless, and the beauty community globally has encouraged the world to get over the stereotypes. Not only women, but a major section of men too are indulging in personal care. Some personal healthcare and hygiene care trends that are here to stay include grooming, body wash, deodorants, and perfumes.
Skinimalism to reign supreme - 2020 provided us with a break from wearing make-up for a while. Online work video calls prompted us to go for the 'no makeup make-up' look. To get this flawless natural and on-point look, our approach to showing make-up is fun rather than serious. Our advice is not to conceal but to use a foundation that provides light coverage and a healthy glow. Consumer wears make-up to enhance their beauty not to change or hide. Less but BETTER is the key.
Focus on healthcare and hygiene - Customers are adding more steps to their skincare routines. Be it using body washes to nourish your skin and give you the ultimate bathing experience, or using essential oils along with massage for a perfect sculpted jawline. Give your skin the care and attention it deserves! Customers have gravitated toward skin, face, and body routines, stress management, sleep wellness, and immunity-boosting. As a consumer trend, the focus on healthcare and hygiene care is here to stay.
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