The Pandemic Has Increased Demand For Safe & Reliable Beauty Products

4 Min Read |

The clean beauty movement continues to shape the industry as consumers become more vigilant with the ingredients contained in beauty products and search for what is considered to be more natural and organic. Nonetheless, more than one-third of consumers agreed effectiveness is still the key priority, more so than the ingredients being used in the product. While consumers prefer their purchases to include natural and organic ingredients, in the end they choose products based on efficacy, making it essential for brands to combine ingredient safety with function.

The global crisis had impacted the way consumers are shopping for beauty and personal care products, especially when they consider ingredient safety, purity and the shelf life of their beauty products in light of the Covid-19 pandemic.

A Clean Beauty Catalyst

What began as a natural ingredient trend has developed into a sustainability movement combining fundamentals such as safety, transparency, sourcing and manufacturing practices, and a range of other factors that complete a final product. Nearly half of consumers who use beauty products indicated it’s vital to understand the ingredients and product formulations used in their beauty purchases, according to Mintel research.

Prior to worldwide spread of Covid-19, consumers concerned with sustainability avoided ingredients such as preservatives and artificial ingredients in their beauty products due to apparent health risks. While clean beauty is here to stay, the extraordinary impact of COVID-19 will have implications on use of certain ingredients in product formulations. With increasing concern surrounding shelf-life and cleanliness across consumer-packaged goods categories, consumers will become more accepting of ingredients used by companies who can provide evidence of stringent health and safety measures followed in their manufacturing and supply chain, combined with legitimate effectiveness.

Formulation Impact

According to Mintel research, over ten percent of adults believe clean beauty products expire too quickly. The discovery of the coronavirus has led to a belief that natural isn’t always better, particularly when it comes to ingredient safety and shelf life. First and foremost, consumers will analyze product formulations and ingredient safety to evaluate the risk of possible product contamination and expiration. The future of clean beauty products will depend on safe synthetic ingredients, which may improve shelf life.

The pandemic has acted as a catalyst for this change, with brands and companies under increasing pressure to communicate safety, longevity, and efficacy. To build trust, brands must educate consumers about the benefits and stability of synthetic ingredients, while providing evidence of adherence to best practice health and safety regulations.

Beauty brands can be formulated without water to appeal to consumers’ concerns surrounding safety and environmental concerns. The opportunity to create and retail products in powder form, gives consumers some sense of control over the shelf life of their purchases. Waterless formulas not only reduce the need for preservatives, they also minimize waste.

Packaging Modifications

With public concern rising over viruses and germs living on surfaces, beauty products packaged in ways that eliminate the need to touch one’s face will become more desirable. Over the past few years, spray and stick formats in both cosmetics and facial skincare products have been increasing in popularity, and with the emergence of Covid-19, touchless cosmetics and beauty products are likely to see an increase in demand.

Brands will need to become the authority in their category on maintaining clean and safe beauty products, as consumers look for guidance and education. Furthermore, while current information shared by brands typically focuses on the importance of cleaning makeup brushes and skincare devices, brands can educate consumers by offering guidance on how to cleanse additional beauty products without compromising product effectiveness and safety.

The changes in consumer behaviour that have emerged through the course of the pandemic have led to a desire for dependable and safe beauty products. Products that alleviate risks of contagion by employing touchless formats and offer extended shelf life to consumers rationing supplies or who are unable to find substitutes, will be recognised as safe and reliable. Brands that demonstrate their reliability, transparency and high standards of product safety will be the most likely sought of out by consumers in the future.

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