With the new challenges of 2020, many of us are being forced to look at new opportunities. 

Throughout history’s ups and downs, the term ‘lipstick index’ has often been used. Increased sales of this simple beauty product were noticed during tough times of war and recession. This time tested trend shows how important beauty is, even just the staple lipstick, in boosting the mood of its wearer; it offers affordable luxury in harder times. 

But, COVID has thrown the lipstick index trend out of the window. The importance of daily mask wearing for the safety of all has our lipsticks sitting on the shelf, with no imminent use in the foreseeable future. 

As FOGO (fear of going out) is now a thing, beauty brands are changing direction, and in some cases are reinventing the wheel. This is a little glimpse of how the beauty industry might look in a post-COVID-19 world.

Virtual Store Experiences 

When you can’t go to the store, brands are doing their best to give you the store experience online, Like this Virtual Dior Fragrance Boutique on Champs Elysees in Pairs. And in NYC, beautyque is a new virtual store to browse. It’s an interesting idea, but I feel there is still some way to go to in developing these virtual experiences further to make them as ‘full’ as an IRL trip. 

NASA PULSE – don’t touch your face tech

Now the brains at NASA have developed the idea of the ‘pulse’ – essentially a necklace that alerts you when you’re about to touch your face. We are obviously all aware now that we should be trying not to touch our face in the defence against catching Coronavirus, and this device would be a huge help! 

My understanding is it’s more of a prototype and NASA have released the ‘plans’ for companies to improve and bring this idea to market hopefully. 

Here the NASA info and hey… maybe cool brands out there can please make one of these look stylish and adorable? K thanks. 

Product Testing post-COVID-19  

 In light of COVID-19, some stores around the world have removed their testers, who knows if forever or just time being. 

Product developers are already thinking about how customers can test products safely. Some people have always looked at testers in a negative light questioning how clean it is – and they do have a point, however, as a Makeup Artist, it’s crucial for me to feel a product, so it’s going to be interesting to see how this area changes in order to make it safer and more hygienic.  

On the virtual side, there have already been some ideas around for a bit. I have played within some lipstick try-on tech at Sephora stores, and in airports on ipads. The best one by far I have experienced is the Benefit Cosmetics brow ‘try-on’ on their website. 

Touch-free Product Application 

Even at home, consumer research is showing people want more touch-free options; being able to apply products without dipping their hands into the product and then on the face. Instantly you think of mists, but also roll-ons and sticks could be options for the contactless application. 

Brands like Anisa Beauty have started creating more skincare brushes, for those not wanting to use their hands, or maybe just create a more lux spa-like experience with their skincare routine. 

Live Streaming Selling ‘live commerce.’ 

 Live Streaming has become quite a thing in Asia, showing impressive results. Consumers can ask beauty advisers questions in real-time, whilst enjoying contactless shopping experience. Shiseido Company has partnered with Isetan Mitsukoshi, Japan’s largest retail chain store, to conduct live streaming product launches and sales.  

Shiseido also partnered with a Thai e-commerce company called Lazada and had considerable success. They managed to achieve 90,000 views and sold out the promoted product in just 30 minutes. 

Not that live stream selling is anything new in china platforms like Taobao and Douyin have been popular for quite some time, and I’m pretty sure it’s something beauty brands in the West will definitely adopt into their selling strategies. 

So what do you think? How do you reckon the beauty landscape is going to change? It will be interesting to see how the beauty world evolves to consider safety and hygiene. 

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