The collateral mental and physical effects of the COVID-19 pandemic remain steady, leading to a shift in lifestyles, values and behavior.
According to the Fashion Institute of Technology Cosmetics and Fragrance Marketing and Management Capstone’s research, “Beauty After COVID-19: Beauty’s Reformation and Renaissance,” the confluence of emotional shifts and technological development is ushering in a new age of beauty. To succeed in this new era, companies must adapt to these changes and institute dynamic strategies to meet consumers’ needs.
The COVID-19 pandemic pulled back the curtain to reveal four critical challenges beauty companies and their employees have been facing for many years. Today, the lines between the physical and digital worlds are blurring, and consumers across all industries are learning how to exist with unlimited interaction with each other and brands. The consumer research conducted by the cohort uncovered four key insights on the post-COVID beauty consumer.
The majority of consumers do not trust brands as 66 percent believe companies and brands are acquiring and keeping their personal data. Chanel's Lipscanner tool allows customers to scan any color using their phone camera, and Chanel will match it and provide the nearest lipstick shade. Image credit: Chanel
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