Summary of "Cosmetic Consumer Trends – Personal Care Innovation in a COVID era"

Summary — key consumer and product trends in the COVID era

Source: Belinda Carley, Director, Institute of Personal Care Science

A concise overview of shifting consumer behaviors, product demand and formulation/marketing implications for personal care and cosmetics since the COVID era began.

Belinda Carley — Director, Institute of Personal Care Science

Major lifestyle and cosmetic shifts

Reduced demand for bright, flashy makeup and radical hair‑styling products as people go out less.
Greater emphasis on natural, everyday looks.
Increased focus on eye makeup (eyeliner, mascara, everyday eyeshadows) because masks cover lower face.
Rising interest in soft‑focus finish makeup optimized for on‑screen video calls.

Skincare and health routines

Large uplift in hand hygiene products: hand sanitizers, hand wash and subsequent hand‑care treatments to combat drying and irritation from frequent washing/sanitizing.
Growing demand for sensitive‑skin products and treatments to address “maskne” (acne/irritation caused by humidity and friction from masks).
Practical tip: remove masks to let skin breathe when it is safe to do so.

At‑home and alternative treatments

Growth in at‑home care and DIY “salon” experiences for hair and facial treatments — opportunity to offer premium-feeling, budget-friendly ranges.
Consumers unable to access clinic injectables are turning to cosmeceutical, topical “injectable‑like” products (e.g., topical collagen / Botox alternatives).

Formulation and supply advice

Avoid relying on polymers that are currently in high demand for hand‑sanitizer gels (examples: carbomer, C13‑30 alcohol, acrylates).
Consider gum or other polymer alternatives to reduce supply risk.
Design formulations around available ingredients to prevent manufacturing and supply bottlenecks.

Marketing and sales tactics

Run short, outcome‑focused challenges (7, 10 or 12 days) that promise visible results to drive social‑media engagement.
Provide try‑before‑you‑buy options:
- AI/AR virtual try‑on apps to replicate in-store testing.
- Small sachets or sample sizes to lower barriers to purchase as in‑store testers decline and online shopping rises.

Opportunities for product developers

Introduce topical injectable‑like products if not already in range.
Create at‑home salon kits or premium-feel, affordable daily care items.
Develop AI/AR tools and small sample SKUs to support online conversion.

Notable speaker and items mentioned

Speaker: Belinda Carley, Director, Institute of Personal Care Science
Notable product categories:
- Hand sanitizers, hand wash, hand‑care treatments
- Soft‑focus makeup
- Eye makeup
- Topical collagen / Botox‑like cosmeceuticals
- At‑home salon kits
- Sachet samples
Ingredient/formulation caution: avoid overusing high‑demand polymers (e.g., carbomer, C13‑30 alcohol, acrylates) — consider gum/alternative polymers.