The pandemic that expanded by an impressive number of the planet in 2020 led to population confinement, as well as multiple changes in industries and trade. In a few months there was a radical global change in economic and production perception and strategies. That is, the precautions, awareness, resolutions of governments to deal with the situation, realities and threats of COVID-19 are altering all industries, some for profit and others for losses.
The beauty, cosmetics and personal care industry was affected just like or to a greater extent than many other sectors, and of course it has managed to change adapting to the new trends and needs of consumers who now buy and apply these treatments at home.
To begin with, it is interesting to know the influence that the virus has had on some of the most relevant products in the cosmetics industry as well as on consumers, i.e. other sectors of the population are almost forced to purchase these items.
Soap in all its presentations has been an article of great need in these circumstances since the pandemic began, numerous campaigns have been carried out around hand washing, which is, in fact, the second recommendation to follow after avoiding exposure to the virus. Demand for this product increased to unexpected levels, even several well-known companies began to donate soaps to countries and sectors where it is difficult to purchase this product to help the disease not spread in these humble populations.
Hand sanitizer is the most recommended option after soap to prevent the spread of diseases such as Coronavirus, basically for the same reasons set out in the previous point, as a personal hygiene booster to eliminate any dangerous bacteria. In addition, it is a portable product that can be used in any situation constantly since it does not require to be removed with water, becoming like the other personal care products, a popular article under these circumstances and that these customs are likely to continue to be practiced after the global pandemic is controlled.
Companies that manufacture disinfectants were forced to increase their production much more than usual to meet demand, yet they have not changed the price of the item either out of solidarity or by government restrictions.
Other companies, on the other hand, have reinvented themselves using their facilities to manufacture these products both for sale and collaboration with the supply of hand sanitizers and to donate to hospitals and health authorities to help the community during exceptionally challenging times.
Disinfectants have also become indispensable to survive COVID-19, very efficient for hygiene and at the same time sterilizing the environments of the virus and other bacteria, much emphasis has been placed on the use of powerful cleaners in campaigns that show disinfection protocols in order for companies to maintain an effort to keep employees and customers safe.
Other brands have also been willing to create their own disinfectants with special components to attack viruses, of which it can be said that, although they help kill some strains and have been tested, there are still no testing protocols to verify that it definitively eliminates the virus.
The FTC and FDA have jointly issued warning letters to sellers of unapproved and mislabeled products stating that they can treat or prevent coronavirus. Company products include some types of tea, essential oils and colloidal silver. Companies have no evidence to support their statements, as required by law. No currently approved vaccines, drugs or research products are available to treat or prevent the virus.
The vaccine for COVID-19 will hopefully be able to be created and distributed due to the hard work done by scientists and doctors (including those working in multinational personal care multinationals) seeking the formula that attacks the particular strain of the virus, in addition these companies have gathered their best experts to do the relevant tests and develop the necessary inputs to combat the pandemic. On the other hand, the trained companies are offering the spaces and tools to detect and diagnose the coronavirus.
The global events and exhibitions related to cosmetics, beauty and personal care have been postponed or cancelled due to the pandemic in order to avoid the conglomeration of people attending thus avoiding contagion, in the affected countries all kinds of meetings are prohibited, it is also not possible to travel or move, so it is impossible to carry out any of these fairs or exhibitions.
Many of these meetings are being held virtually and have had a lot of acceptance, certainly a consequence of the pandemic is the implementation of the web to impersonate personal and everyday contacts, so it is very likely that a future will be maintained this modality to be able to access a larger population.
E-commerce and WhatsApp sales are developing successfully, the consumer has changed their perception and experience when purchasing a product, cosmetics companies have had to create their virtual stores and change their marketing strategies to adapt to the new needs of their customers who now buy from a mobile device. Marketing networks are also booming to offer the products and the new hygiene and safety provisions must be taken into account when transporting and shipping the product to the consumer’s home.
Online classes and tutorials are becoming viral, as a marketing strategy, experts take down these leading care and beauty companies to teach a virtual audience how to properly apply the treatments themselves, offering the products and facilitating the purchase of it. As an alternative sales model, it helps increase customer confidence and loyalty to the product and business.
The only sure thing is that the world will not continue to develop as it has been doing, that is, the population is in a period of change and adaptation that is difficult to change in the future, the cosmetics and personal care industry has had to deal with the issue having a decisive role in prevention and disinfection.
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