With all the extreme events and changes in 2020, you can expect radical market shifts in the beauty ecommerce industry. Due to economic hits and the Covid-19 community protocols affecting people worldwide, expensive price tags attributed to fancy packaging, luxury ingredients, and celebrity labels are going to take a nosedive. The minimally-based, back-to-basics skincare and beauty products will be more appealing to consumers.
Here’s an overview of 2020 beauty ecommerce trends to look out for:
Quality over Vanity
In 2020, consumers are becoming less likely to equate an expensive price tag with high quality. Instead, health and ethical claims, such as minimal toxicity and cruelty-free seals, are becoming the new standards for quality skincare and beauty. If you’re looking for such premium quality skincare and beauty products, click here.
With the rise of small beauty companies and more considerable efforts at customization, personalized cosmetics may extend even towards personalized skincare. Several small-scale beauty brands offer customers the choice to pick their foundation shades and eyeshadow and blush palettes, instead of just choosing pre-packaged ones online.
Customization is a win-win idea because it gives consumers a sense of responsibility in designing the product they are going to buy, and increases consumer engagement and involvement. The skincare industry may soon pick up on the trend, and personalized, blend-your-own face creams, cleansers, lotions, and other skincare products might become a real possibility in the future.
Eco-conscious trends, such as biodegradable and recycled packaging, have been hugely popular. They have become an essential factor amongst consumers in buyer decisions and brand loyalty in recent years.
This trend will continue, and some beauty brands are already taking more profound steps towards sustainability:
- Waterless beauty – aims at reducing water level consumption during product manufacturing.
- Blue beauty – promotes making beauty and skincare products that do not harm oceans and water supplies.
Skincare and Beauty for Men
While most skincare and beauty marketing in the beauty eCommerce industry is geared toward women, focusing on better skincare and personal grooming for men should be a key market point for beauty eCommerce strategies in the future.
Since most purchases will be made online in the wake of the Covid-19 pandemic, you should anticipate expanding the beauty market targeting men’s skincare and personal grooming needs. Men’s skincare is an underrated market. It would be a boon and increase the diversity of the online beauty industry by creating and improving skincare and beauty products designed for men.
Making Local Brands Global
The wild success of k-beauty (short for ‘Korean Beauty’) amongst the global, but still mostly Western-brand-dominated beauty market, has shown that local brands can go global and diversify the online beauty industry.
Local brands and even heritage-inspired products may gain more exposure in 2020, as online shopping has become more of a requirement than a pastime, especially with the on-going pandemic.
The Millennial Generation
Millennials are an attractive demographic, emphasizing being health-conscious, well-informed consumers, and the tendency to adopt skincare routines at an early age. Skincare trends that focus on prevention and ‘pre-rejuvenation’ might appeal more to this demographic, and shift the beauty market trend from its dominant focus on rejuvenation and repair skincare.
Fermented skincare products have been a trend in the beauty industry for the last couple of years. The global success of Kojic Acid, made from fermented rice wine, was the pioneering path of fermented skincare. More recently, skincare lines that feature probiotics and bacterial cultures have become a trend and may continue to do so in the following years.
As the current economic situation adjusts to the epidemic’s changes, the beauty industry will also feel its consequences. Quality skincare and beauty products will no longer be assessed by how luxurious or expensive it is, but by its affordability to various demographic sectors.
Balancing Synthetic and Natural Ingredients
The rise of increasingly well-informed, health-conscious, and socially aware consumers will be challenging beauty industry players to up the ante in terms of keeping up with the ‘informed consumer.’
One of the hot-button issues in skincare and beauty is the debate between synthetic and natural ingredients. Although many health-conscious and environmentally-focused consumers consider artificial ingredients a deal-breaker, new scientific support for the inevitability of synthetic ingredients in beauty and skincare lines might make consumers think twice.
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