According to research from Mintel, increased hygiene, skin problems caused by masks and more time spent at home since the outbreak of coronavirus have reinvigorated interest in facial skincare routines and could lead to interesting new NPD.
Moisturizers, which saw a fall-off in 2019 as women pared back their beauty essentials, have seen a resurgence, with 67% of British women using day cream/lotion in 2020, up from 60%, and 47% using night cream, rising from 44%. Face wash usage has also risen, from 50% to 55%, micellar water from 25% to 29% and toner from 25% to 31%. This boost saw the cleansing segment (cleansers, toners, make-up removers) grow 9% in value in the year ending June 2020.
When Mintel asked women about their beauty routines during lockdown, 30% of facial skincare users said they had moisturized more since the pandemic (rising to 41% in the 16-24 age group), while one in five (18%) spent more time on their routine and one in seven (14%) used more facial treatments like face masks.
Increased hygiene also presents future NPD opportunities for gentle facial cleansers designed to be used multiple times a day
Usage of peel-off or wash-off masks grew from 25% in 2019 to 32% in 2020, while use of sheet leave-on masks rose from 15% to 22%, as lockdown provided more time for consumers to pamper themselves at home. In fact the face mask category also experienced a 9% rise in value.
“In this COVID age, consumers are seeking physical and mental wellness, and facial skincare has benefited from the wellbeing benefits of following a beauty routine,” says Roshida Khanom, Mintel’s head of beauty and personal care. “The significant rise in face wash and facial toner usage in particular, may well be impacted by a greater focus on health and hygiene during the pandemic.
“The mandatory use of face masks/coverings in a number of public places in 2020 could boost prospects for facial skincare, with new product development (NPD) in skincare products to soothe irritated skin. Skincare brands can also extend their ranges to release comfortable face coverings to reduce skin issues. Increased hygiene also presents future NPD opportunities for gentle facial cleansers designed to be used multiple times a day, or cleansing formats that can be used on the go, while including antibacterial claims could also appeal.”