This year has taught many to expect the unexpected…
We know this year has took a massive hit on us all, inclusive of Bricks and Mortar. But, what does this mean for Beauty and Wellness?
Skin care has had a successful year, despite the pandemic.
Given how tactile beauty is, from swatching products at makeup counters to skin on skin touch during a facial, it’s unsurprising that the arrival of Covid 19 threw a spanner in the beautysphere and sent it off in an entirely new direction. Pre-pandemic, at the beginning of 2020, the beauty sector had an estimated global value of £599.5 billion, with the wellness industry coming in at £3.6 trillion, according to Euromonitor. Fast-forward to now and we’re no less interested in beauty and wellness, but our changing needs globally have forced brands, formulators and tech labs to rethink the way they do things to better serve our “new normal”.
“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,”
Foresight Editor, Kathryn Bishop wrote in her Beauty, Health & Wellness Futures 2020 report for The Future Laboratory.
“In an inter-Covid world, beauty, health and wellness companies are putting growth ambitions to one side to focus on being iterative, responsive and in-the-moment with their customers, and to become indispensable in people’s lives,”
In the early days of the pandemic, we ditched makeup and focused more on our skin. Sales of foundation and lipstick fell, thanks to the need to wear masks, and searches for "face spa at home" shot up by 297% on Pinterest. Many of us are still wearing less makeup than we used to, but, as an antidote, loud, fun experimental makeup has emerged as a mood-booster for those in need of a pick-me-up.
Technology will give us virtual touch
One of the aspects of isolation that people living alone reported struggling with the most was the absence of touch and human interaction. We know how important touch can be for our emotional wellbeing, and while we’re not able to approximate human interaction exactly, haptic technology (which creates the experience of touch through tech) will play an important role in helping us to feel more connected going forward. Already, innovators like Magos have created sensor gloves with HCI (Human Computer Interaction) that can follow our movement.
“When worn, the gloves use finger tracking and haptic feedback to share data directly with a computer or clinician. In future, suits or garments could be developed using similar technology, enabling personal trainers, yoga teachers and physiotherapists to remotely adjust and attend to clients, hands-free,”
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Source - How Coronavirus Has Overhauled Beauty And Wellness Trends | Glamour UK (glamourmagazine.co.uk)