COVID-19 Trends - Health and Beauty Business Categories
In response to COVID-19, sanitation, cleansers, and 'clean products' are the most trending products for skincare and cosmetic companies across Canada. As companies are closing stores across Canada and consumers are told to stay at home and have products shipped, products that hydrate and exfoliate the skin have become more popular than those that cover blemishes (i.e., make-up, mascara). Finally, COVID-19 has created trends in consumers having a higher awareness of product efficiency, and the global impact their products have.
Sanitizers, Cleansers, and 'Clean Products'
- As Canadian officials warned against false advertisement promoting that skincare and cosmetic products prevent the spread of COVID-19, skincare and beauty companies have began advertising sanitizers, cleansers, and clean products.
- The front page of one of Canada's largest skincare companies, Constant Skincare, displays hygiene kits, skin-boosting serums, and boxes of soap.
- The latest issue of Canada's largest cosmetic magazine is titled the Clean Beauty Issue, and defines clean beauty as products that are 100% natural and free of toxins.
- Sephora which is an international company that has a large presence in Canada, provides a 'Clean at Sephora' label on products, that meet the standards of clean beauty. Three of the four best-selling skin products meet the 'Clean at Sephora' requirements.
- Canadian skincare company Saje Natural Wellness is promoting a natural home cleaning kit on their front page, and skincare and body care products are listed behind diffusers, diffuser blends, and essential oil remedies.
Hydration and Maintence
- Hydration and maintenance products have become much higher trending as compared to make-up and other products to cover blemishes.
- A worldwide trend, which is also popular in Canada, contains coconut oil in hydration products, which are also infused with other natural ingredients). This trend originated from Southeast Asia, who recommends coconut oil infused with coffee grounds.
- Coconut oil hydration kits have an extremely high popularity rating worldwide, as a product from House of Beauty (which is sold in Canada), has recently had over 18,000 reviews and the average score is 4.5 out of 5 stars.
- Along with free shipping (or shipping at a reduced price), Constant Skincare offers consumers a free hydration facial masks in addition with any order over $50.
Efficiency and Global Awareness
- With the slogan of the ability to fit three months of makeup in the palm of one's hand, Langmuir, who was the prior founder of the major Canadian-based cosmetic company BITE, left the company to pursue the creation of a clean skincare product that promotes efficiency. Langmuir began designing the product in late 2019, however it wasn't released until recently and is gaining popularity throughout Canada. The COVID-19 outbreak is personal for Langmuir, who was diagnosed with an autoimmune-deficiency disease; thus it can be expected her products in the future will center around cleanliness and efficiency.
- As COVID-19 is a global issue, consumers are becoming more aware of the damage their products have at a global level, thus trends towards refillable cosmetics have become popular in Canada. Refillable cosmetics allow consumers to order refills of their product in plastic containers, and use special equipment to refill the initial cosmetic kit.
- Many cosmetic and skincare companies have become partnered with TerraCycle (which is a Canadian recycling company), in an effort to develop cosmetic containers that can be easily recyclable.
- Following advise from Canadian officials, skincare and cosmetic companies in every region are closing their stores across the country. Consumers are advised to stay at home not only from officials and industries, but also celebrities such as Prince Henry and Meghan (who are self-isolating in Canada).
- Many cosmetic companies are offering free or discounted shipping, and curbside pickup.
- Due to the fact that no skincare and cosmetic products protect against COVID-19, industries in the sector have began promoting sanitizers and cleansers (in which the majority are not skincare products).
- With the addition of sanitizers, cleansers, and clean products; products that moisturize and maintain skin are becoming more popular as compared to highlighter and other products that intentionally change appearances. The most popular of these are clean products, which are free of toxins and are completely natural.
- Partly due to global awareness from COVID-19, products are based around efficiency and global sustainability.