By Sean Moloughney, Editor09.01.21
By the end of 2020, nearly half (46%) of global consumers said they had taken greater control of their health since the pandemic began, according to a HealthFocus International survey; 38% improved their diet, and 28% increased their activity level.
While sales of some traditional cosmetic products may have suffered during the pandemic, by spring and summer of 2021 U.S. sales of some makeup products like lipstick were jumping back up, at least close to reaching pre-COVID levels. Beauty supplement sales increased about 3% in 2020, according to Nutrition Business Journal, which predicted the market will reach $1.6 billion in sales by 2023.
Like so much else in the world, perceptions of beauty and wellness have changed dramatically in recent years. This is not your mother’s beauty market. While women are still generally the target demographic for personal care products, men are interested and buying as well. Traditional gender norms are out the door.
Brands should recognize cultural shifts, and study the perspectives and habits of younger generations to position themselves for long-term success. Generation Z (those born between 1996 and 2015) are influencing technology trends rapidly, in a way that will reverberate across categories.
Speaking of crossover, the understanding that beauty begins from within and diet reflects outward appearance has spurred innovation in the world of dietary supplements and nutrition products. At the same time, exercise is a core component of wellness for growing numbers of self-aware, highly informed, and motivated individuals. With more group-based ways to exercise, like CrossFit and Peloton, fitness often reflects the identity of consumers who are dedicated to their lifestyle choices.
The overlap between fitness and beauty, and the personal health needs of active consumers, represents an opportunity ripe for further innovation. In fact, ingredients like collagen have been so successful of late, in part, because they offer multiple benefits and can be applied to traditional and trendy delivery formats, from powders and pills to gummies and more.
Ultimately, self-care is personal. Whether it’s hair loss during post-partum, extra pandemic pounds and lack of energy, stress and restless sleep, brands have plenty of opportunities to target specific pain points. And as consumers connect how they feel with how they look, crossover opportunities to address multiple health issues, inside and out, will continue to proliferate.
While sales of some traditional cosmetic products may have suffered during the pandemic, by spring and summer of 2021 U.S. sales of some makeup products like lipstick were jumping back up, at least close to reaching pre-COVID levels. Beauty supplement sales increased about 3% in 2020, according to Nutrition Business Journal, which predicted the market will reach $1.6 billion in sales by 2023.
Like so much else in the world, perceptions of beauty and wellness have changed dramatically in recent years. This is not your mother’s beauty market. While women are still generally the target demographic for personal care products, men are interested and buying as well. Traditional gender norms are out the door.
Brands should recognize cultural shifts, and study the perspectives and habits of younger generations to position themselves for long-term success. Generation Z (those born between 1996 and 2015) are influencing technology trends rapidly, in a way that will reverberate across categories.
Speaking of crossover, the understanding that beauty begins from within and diet reflects outward appearance has spurred innovation in the world of dietary supplements and nutrition products. At the same time, exercise is a core component of wellness for growing numbers of self-aware, highly informed, and motivated individuals. With more group-based ways to exercise, like CrossFit and Peloton, fitness often reflects the identity of consumers who are dedicated to their lifestyle choices.
The overlap between fitness and beauty, and the personal health needs of active consumers, represents an opportunity ripe for further innovation. In fact, ingredients like collagen have been so successful of late, in part, because they offer multiple benefits and can be applied to traditional and trendy delivery formats, from powders and pills to gummies and more.
Ultimately, self-care is personal. Whether it’s hair loss during post-partum, extra pandemic pounds and lack of energy, stress and restless sleep, brands have plenty of opportunities to target specific pain points. And as consumers connect how they feel with how they look, crossover opportunities to address multiple health issues, inside and out, will continue to proliferate.