The National Association of Perfumery and Cosmetics (Stanpa) presents the report The Deconfinement of the Beauty Consumer with Kantar, in which it analyses consumption habits in two phases: The immediate stage or post-Covid-19, passing through the consumer orientation toward cosmetics and perfume, until reaching the consumer in ‘the new normal’. It is a study carried out on a sample of 5,567 consumers and their beauty consumer panels with more than 20,000 consumers in total. In the second and final phase, Regarding the consumer in ‘the new normal’ we observe the orientation of consumption towards new categories and we witness the reactivation of emotions and the return of perfume, color cosmetics and skin care.
New times demand new attitudes, which materialize in a redefinition of the purpose of brands and the establishment of new values that adjust to the new consumption habits derived from confinement. Innovation and sustainability are the two great values to be promoted by the sector to attract the new CSS consumer profile: Conscious, Solidarity and Sustainable. This transformed consumer is characterized by health care, solidarity, respect for the planet and concern for helping local businesses. A consumer compatible with the recovery of habitual pre-covid beauty routines, which both 40% of Spaniards want so much.
From the functionality of hygiene to the recovery of an experiential consumption.
With the start of de-escalation, all product categories are reactivated with more buyers. Body lotions and milks (4.1%) and anti-cellulite and firming treatments (7.6%) are the categories that have won the most buyers compared to 2019. In parallel, the consumption of fragrances, sun creams or color cosmetics is reactivated, specifically, products intended to empower eyes and nails, features that can be enhanced after the mask.
With the reopening of non-essential stores, hygiene products continue to maintain their leadership, but not only those linked to Covid-19 (hand soap and hydroalcoholic gels). If we look at the 2019 data, the products in the ‘skin care’ category were already the most consumed by the Spanish, reaching 2,600 million euros. This category represents 33% of consumption, which added to 22.3% of the hygiene category and account for more than half of the products consumed during the past year.
A fact that shows that beauty and personal care habits are deeply rooted in the Spanish consumer. Thus, those hygiene products such as shower gels, oral hygiene or hair removal continue to show growth of around 6%. In addition, little by little, the consumer is restoring their pre-Covid-19 beauty routines. As we have already pointed out, the consumption of perfume, color cosmetics and skin care is back, especially with sun protection. In fact, almost half of Spaniards (48%) are aware of the importance of protecting themselves from the sun, after months of confinement.
Coexistence of the online channel and the physical channel.
We must highlight the coexistence of the online and physical channels in the ‘new normal’ During the confinement stage, online sales in the sector have experienced strong growth. During the March-May quarter, the online channel grew 54%, doubling the number of monthly beauty buyers. However, with the reopening of beauty specialist outlets, 55% of Spaniards intend to return to their home channel. This highlights the value of trust in experts and personalized attention.
Specifically by category, perfumes increase their online consumption, while hair care and hygiene products do so in the physical sales channel. Skin care is increased in both modalities. On the other hand, dermopharmacy has also increased its share by 11% compared to last year, especially the consumption of facial cosmetics, body care, hair and hygiene.
Val Diez, CEO of Stanpa in a message of optimism for the future points out: “new opportunities also arise from crises, just as after the epidemic of 1918 came the happy 20s. Innovation and sustainability will be the key levers to adapt to to a new way of relating. From here, we have to become the emotional engine of society, help them resume healthy self-care routines, an essential element for social normalization. And of course, recover the value of experience as a differential vector, which has so blurred the virtual relationship, as a way to attract CSS consumers. ”
Brand consumers who prioritize safety and hygiene at the point of sale
After the reopening, it has been found that 64% of beauty consumers are brand designers. In addition, confinement has had a positive impact, as it has given the opportunity to test new brands. This has meant that for 26% of consumers perception has changed, opting for these new discoveries. Also, 9% will stop using dealer brands.
Therefore, consumers will return to their usual brands at specialized perfume and cosmetic points of sale, which have been thoroughly prepared, providing the maximum hygienic-sanitary guarantees and making the shopping experience personalized and rewarding. One element that will undoubtedly change is the way in which we will test the products.
In the ‘new normality’, it is necessary to bet on the progressive recovery of the test in store as it is a differential element that provides added value to the shopping experience in a physical store. In fact, most companies have developed protocols that allow you to see the effect of the product on the skin without the need for application. This is the case of organic wooden sticks made from materials such as bamboo and cotton, which allow you to do a color test without applying the product or touching the skin and then discarding them. Likewise, the production of samples and individual testers that respect the environment has been intensified, at the same time that they guarantee safety for both consumers and professionals at the point of sale.
In the case of perfume, as they are touchless products, which allow you to test the product without touching it, its safety when testing is guaranteed. The commitment to innovation and sustainability will help the sector adapt to a new consumption and recover the experience of well-being and enjoyment at the points of sale and, therefore, help reactivate consumption.
Stanpa, the National Association of Perfumery and Cosmetics. Founded in 1952, it currently integrates more than 400 entities that manufacture and distribute perfumes, cosmetics, and hygiene and personal care products in our country.
Source: The Beauty Newsroom