The current pandemic has affected how we do almost everything, from trips to the supermarket to socialising. As lockdown starts to ease and we begin to return to the new normal, will it change how we shop for beauty? Stylist has investigated how beauty buying might look post COVID-19.
Online shopping will continue to reign
Browsing online has become the dominant mode of shopping for beauty and this is likely to continue. According to a recent Cult Beauty report, the online retailer’s sales have increased 175% year on year. Why? Because it makes buying beauty easy, accessible and, even if there are slight delays, safe given the social distancing guidelines.
Testers will disappear from beauty aisles
Hygiene standards and practises have never been more important. But, when you consider how viruses like COVID-19 spread so easily through touch, it’s not looking good for in store beauty testers. When so much of make-up is about testing what feels and looks right for you, will experimenting with beauty be restricted in this sense? Retailers are going to have to take additional measures so their customers and beauty advisors feel comfortable, but there is a chance that testing products in store just won’t have the same charm.
Virtual consultations may be the future of browsing for now
The digital space is constantly expanding not only when it comes to shopping beauty, but also in terms of beauty tech innovation. Ten years ago the idea of trying on lipstick or eyeshadow without ever physically holding the product seemed ludacris. And the first iterations of VR beauty apps were clunky, unrealistic and garish. But as the tech gets more and more finessed, the newest apps genuinely make trying out beauty from your home that much easier. For instance, cult US brand Il Makiage have designed a quiz which uses specific algorithms to select your foundation shade and they have a 90% success rate.
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