Should you make Permanent Changes to your Brand because of a Temporary Pandemic?
The Covid-19 Pandemic has left its mark on households, communities, and major industries like the beauty industry. We were forced with the realization that anything can happen and we must be open to all ways in which the industry must and can evolve. Many beauty brands have tweaked their services and products according to the pandemic, some have turned to skincare technology to accommodate social distancing while others have altered the structure of their very products in order to be mask resistant and longer-lasting. It’s clear that so much has changed, but is covid here to stay longer than anticipated? Should we depend on the vaccine and hold out a little longer instead of investing in major alterations of the industry for a temporary pandemic? Well, let’s dive deeper.
skincare technology has become somewhat crucial in the survival of beauty brands, not only during the pandemic but for overall upkeep with the consumer’s fast-paced, on-the-go life where they want to shop anytime any place. This is why it is generally more important to invest in skincare technology for your brand. This AI Skin Tech could take the form of skincare technology like skincare finders, shade finders, ingredient explainers, etc, all of which are specialized products. Skincare technology has a +30% increase in conversion rate and has proven very effective during the pandemic when in-store consultations are limited, consumers had no problem still discovering and maintaining their skincare needs because everything was integrated digitally.
Being faced with challenges like the pandemic forces brands to really revolutionize and optimize their customer service because beauty and skincare can be seen as a pillar of self-care, and as we are all aware, during the pandemic everyone needed to be kinder to themselves hence the need for seamless skincare services during this time. Skincare technology seems to be an addition to the beauty industry that could stand the test of pandemics and overall industry revolution which seems to be an inevitable change in any case. Consumers were already seeking more from brands, for example, 72% of consumers want to know more about their products regarding ingredients and our ingredient explainer does already that by increasing transparency, hence skincare technology solves problems with or without a pandemic. By integrating skincare technology services, brands get to gather data about their consumers and develop even further based on what their consumer really wants and needs.
skincare technology is not the only way that brands were thinking ahead and considering changes due to the pandemic, altering the contents of their products is also coming into play. The most recent brand to adapt the products to the pandemic is Clarins who released their Everlasting Long-Wearing foundation to stand the test of covid masks. This is a great example of brands who are listening to their environment and their consumer, we can all relate to just completing an amazing face beat or putting on your favorite lipstick and then having to put on a mask over it just to see all your product on the inside of your mask. This begs the question if this pandemic is temporary do brands need to produce products that are tweaked to suit the downfalls of a pandemic? This is a reality we don’t want to consider because the pandemic is something we would all like to put behind us, but the first lockdown was only supposed to last 2 weeks and now we’re almost a year and a half in, perhaps its time brands start thinking long term and manufacturing pandemic proof make up. Even if the pandemic is not permanent do we need longer-lasting makeup considering the great quality we already have plus the extra reinforcement from fixing sprays and setting powders.
Skincare technology or not, longer-lasting make-up or not, this topic opens up a bigger conversation which sheds light on the fact that we must consider where the industry is heading. No matter what the world experiences it is human nature to cling onto normalcy and what felt familiar. The beauty industry is a space where consumers still feel some kind of joy and positivity that it brings to their lives and because of this there is an overarching feeling of responsibility we have to keep consumers happy by keep pushing the boundaries and transforming our brands by ensuring they can withstand any change.
