Healthy citizens who are self-quarantining are searching for a distraction. What’s the light at the end of the tunnel? A “glow-up” when all is said and done. ListenFirst found that there’s heightened social audience focus on skincare, hair care and learning new makeup techniques, in hopes of maximizing the time spent out of the public eye.
Nearly 500,000 people are currently planning their post-quarantine “glow-up” and daily volume is currently at its peak.
Consumers feel there has never been a better time to focus on becoming the best version of yourself:
For beauty brands, this is the ideal opportunity to push products that consumers can order online and use religiously while they’re at home to see true results – contributing to their “glow-up” and ideally making them long-term customers.
Consumers want face masks, overnight serums, and spot treatments
Makeup is rarely worn these days and the time exists to finally give skincare the attention that it deserves. Focusing social content on a specific product with the frequency of use outlined, expected results, and a call to action to purchase is recommended. Examples of brands currency promoting products in this category include Kylie Cosmetics, Estee Lauder and Beauty Bay:
Hair has been heat-free for a record breaking amount of time
Most consumers have put away the hair dryers, straighteners, and curling irons, allowing their hair time to recover. But is that enough? Products promising hair repair are taking off on social media. Examples from Sephora are below. In addition, what hair ties should we sleep in and headbands can we work in? (Cue John Legend: Headband of the Day).
The time to organize and clean our beauty products is finally here
Americans have never been so bored. It’s time to organize vanities, clean brushes and replace expired products. NYX Cosmetics, Mac Cosmetics and Yves Saint Laurent Beauty are already on top of the trend:
With trusted beauticians #SaferatHome, the student becomes the teacher
Buzz about learning how to paint nails, braid hair, shape eyebrows, etc. is non-stop. While in hiding, there are a few services that consumers can’t live without. Teaching consumers what to buy and how to become a professional is a wide open market. The majority of buzz in this category is influencer led to date:
Consumers are looking to invest in skincare, haircare and their beauty-related skills during their time at home. They’re online, scrolling, and looking for a quick-fix “glow-up”.