Beauty Insights

Beauty & Covid19: positivity prevails

06/07/2020 / by Ambra


Change is upon us. Immediately and unexpectedly, every aspect of our industry (and almost every factor of “normal” life) has shifted in some way.

Our first step to a positive outlook is to understand the new beauty consumer. In our new eBook BEAUTY QUAKE: A Positive Outlook in a Landscape Shocked by COVID-19, we break down some of the critical factors that have helped shape the Post-Covid Consumer.



A new spending scrutiny has created a shift in the consumer’s perception of “price” and whether the cost of a product aligns to a new definition of its values and purpose in the consumer’s post-covid lifestyle.

We refer to this as the New Value Equation, which lays the foundation for our assessment of the products and categories poised to prevail as beauty companies are forced to reset their product & communications strategies.



Time to adapt. The New Value Equation means honing in on what matters most, now. Our insights into the post-Covid consumer’s priorities establish the building blocks to our forecast of products that can rise to the challenge, both short- and medium-term.


Our new eBook outlines the product trends that resonate in:

  • Skincare
  • Personal Care
  • Color Cosmetics
  • Packaging



Beauty engagement remains high. With spending temporarily on hold, consumers are spending more time than ever engaging with brands online, joining beauty communities, researching products, and testing samples of new products at home—readying the consumer to return to the marketplace. In short, the relevancy of beauty has remained in tact.

Change can be scary. Change is also something beauty does well. An industry marked by innovation, we have the tools to adapt to meet the consumer’s needs in ingredients, performance, distribution, education and entertainment.


For the full analysis and post-Covid forecast, download our new ebook  BEAUTY QUAKE: A Positive Outlook in a Landscape Shocked by COVID-19.

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