Simplification, sophistication driving post-pandemic magnificence wave – Analysis

That’s the view of Kantar skilled Ashley Kang, who added: “They need make-up that lasts however is fast and handy to use to realize a pure look. In addition they need remedy for longer hair resulting from salon closure due to the pandemic. Therefore, there are alternatives to develop. 

Shoppers additionally need sophistication resulting from main more healthy life throughout the pandemic. Their views on magnificence have modified since. Holistic care is extra than simply treating a priority; it has stepped past conventional magnificence to tech magnificence. They need not solely to look good however to really feel good. This would be the future”​.

She spoke in-depth in regards to the evolving magnificence shopper at her webinar throughout the Cosmoprof Asia Digital Week (#CADW).


Based mostly on KANTAR’s analysis, Kang claimed simplifying magnificence routines had unfold globally. Within the Asia Pacific, 90% of Chinese language customers agreed they most well-liked little make-up and having a pure look.

The pattern was additionally confirmed with the continued rise of simplified private care by 10% weekly in China, in comparison with Brazil, US, Spain and Germany. It was additionally inflicting the quick fall of make-up like facial, eye and lip merchandise.

“Morning events are faster and require fewer merchandise. Due to this fact, corporations ought to adapt, specializing in the velocity of use and having long-lasting advantages. You apply as soon as, and that’s it,”​ stated Kang.

Regardless of the simplification, analysis has proven that eye make-up was nonetheless in demand and producing probably the most out of the overall cosmetics section. Widespread eye merchandise embrace these that may outline the form of the attention and eye color. This pattern for eyes was in all probability resulting from carrying masks that solely reveal an individual’s eyes.

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