As Lockdown looks like it is finally coming to an end, what does that mean for the beauty industry in terms of how we purchase products? We take a look at the way we will shop for beauty products online and over the counter.
Shopping for beauty products in-store
The Cosmetic, Toiletry & Perfumery Association (CTPA) who represent companies making, supplying, and selling cosmetics and personal care products, has provided guidelines for working safe in-store. They have suggested that retailers should ensure that there are now thorough hygiene and sanitisation processes in place. Social distance markings should be visible and the shop floor layout should be adjusted to avoid high traffic areas in-store.
They have also provided a three phase guidance for stores. In this they have highlighted how the reintroduction of testers may look, when the risk of COVID-19 transmission from testers is limited. Controlled testers will be introduced to replace the self-selected testers we have been used to in the past. You will still not be able to handle the testers directly, but trained staff will be encouraged to place products on a white tile for you to see and swatch. However, if you want to apply the products to your skin, you will need to do so using a disposable applicator or a single use product.
Although beauty counters have seen major developments, the makeup artists that work on these counters have also experienced significant changes themselves. MUA, Dayna-K highlights the issues her peers face with the new changes, “I am aware of counters working through online systems to match people and if the product doesn't work out, the customer can come back for a return. It's going to get to a point where many more redundancies are going to come and it's heart-breaking to see. A lot of teams are selling through videos and photos - online is now going to be the new trend for many brands. I only hope one day we can get back to blending some foundation and eye shadows. I've missed it..”
The emergence of digital beauty counters
Despite the changes being made to ensure we are confident and safe to enter stores again, there has been a rise in the emergence of the digital beauty counters and virtual consultations. Stores and brands such as Boots, Collection Cosmetics and MAC Cosmetics have all turned to providing a digital beauty counter and virtual consultation experience. With testing gone in-store, the new way to test products has been through AI technology.
Collection Cosmetics for example have recently launched their new ‘Tap & Try’ feature on their website, which allows you to try on new products in the comfort of your own home. From testing new lip colours, blushers and eyeliners, they have an impressive 20 different products available to test online with over 70 shades available. You can easily try on the products by taking a selfie, uploading a photo or selecting one of the models on the website.
A rep from Collections Cosmetics says. “Virtual consultations will give our customers more options for how they shop and try on our makeup. This is a great thing for beauty lovers, as it gives shoppers the flexibility to test our products without the commitment, but also protecting the health and safety of our customers.”
What does this mean for Black and Asian consumers?
It is a concern that inclusivity may take a back seat and offerings for deeper skin tones may not be well considered in these new services. In response, Collection Cosmetics say, “We know that in order to develop a successful virtual consultation service that improves customer experience, it’s imperative that we celebrate and provide for all skin tones and skin types. It’s also important for us to treat the development of these services as an evolving part of our digital offering.”
So, will we now see changes with how stores and brands market to us? Camille Johnson, a product-based business expert predicts that Social Media will be even more important with engagement, education, IGTV and Facebook Lives and consistency being key.
“There will definitely be brands that will do this better than others,” she says. “This is where smaller and niche brands can really start to compete and thrive. People online buy into people and visual content. Online brands only have a head start but larger brands will be spending their marketing budget completely differently. I think there will be a lot of last minute decisions and flexibility required. as the future globally is uncertain.”
