20 April 2021 6 min read
This article is the second in a four-part series by Carat, examining the beauty industry. Read part one here.
As COVID-19 disrupted lives in every way imaginable, beauty consumers reassessed the role of the category in their routines, rethinking what was important, what to keep, what to cut and what would help them cope. This part of the series takes a deep dive into disruption has shaped the buying habits of people in a post-2020 world.
Skin-fluence
As make-up sales struggled in 2020, there was a surge in interest for skincare.
Several factors drove people to focus on skin, as they found themselves (and their faces) experiencing entirely new conditions including:
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“One of our biggest sources of comfort are our loved ones. Because of the pandemic, there will be fewer in-person get-togethers,” says Stewart Shankman, Ph.D., chief of psychology at Northwestern University’s Feinberg School of Medicine in Chicago. “This disruption can lead to feelings of loneliness.” And according to recent U.S. Census Bureau data, a third of Americans are showing signs of clinical anxiety and depression.