In the aftermath of Covid-19, there is a collective concern about hygiene, well being and immunity. This will set a new direction for beauty more focus will be applied on brands that are able to drive the message of wellness through their products and a shift to provide new physical digital experiences.
At the start of 2020, the beauty and wellness sectors were forging ahead. The
former had an inclusive, global value of £599.5bn ($744.5bn, €668bn), while the latter, powered by the physical activity economy and rise in mindfulness, was valued at £3.6 trillion ($4.5 trillion, €4 trillion) (sources: Euromonitor, Global Wellness Institute).
Halfway into the year Covid-19 pandemic has forced both sectors to stop, take stock and assess not only their directions, but the relationship brands have with its customers.
What were once products and experiences that helped people to feel well, calm and physically fulfilled became immediately harmful and anxiety-inducing. A fear of touch and contact combined with the communal surfaces and spaces intrinsic to beauty, fitness and wellness have compounded matters, with global shutdowns of physical locations and experiences pushing brands into the digital realm.
We are seeing the likes of Pharrell Williams who has always been the topic of conversation in the area of aging backwards, At the age of 47 Pharrell Williams has decided to launch an all-gender skin care collection that will aid us in achieving the youthfulness he has. The name of the line, Humanrace is an embodiment of his mission : Humanrace is a universe of products and people dedicated to the pursuit of wellbeing, created and curated by Pharrell Williams.
" We believe that every individual has the potential to understand themselves better, and wake up everyday feeling empowered to turn good intentions into actions. Our goal is to help you in this quest." Williams mission statement
As part of Williams promise to make Humanrace accessible to everyone, Williams included braille on the packaging for those with visual impairments. The total time of use of his products is 3 minutes, there is a surge in what i call convenience culture. Convenience is the new trend driver in the beauty sector, this trend driver illustrates the importance of convenience in all it's forms for consumers.
Brands must prioritize flexibility to suit the lifestyle shift of its consumers, by introducing products that can provide maximum benefits for half the time. Many consumers will feel more confident to invest in brands that suit their lifestyle changes.