The current pandemic has affected how we do almost everything from trips to the supermarket down to socialising. But how will it change how we shop for beauty? Some of us have started using the long forgotten products stashed at the back of our beauty cupboards while others have taken to online retailers to stock up on serums and moisturisers.
Considering the current status of coronavirus, it looks like shopping for beauty won’t quite be the same as it was. So, leading beauty experts are trying to predict the future of beauty shopping.
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.
Delivery services are quickly adapting to the pandemic, laying out their protocols for customers to read. Look Fantastic and Feel Unique have both implemented contact free deliveries meaning there won’t be any need to sign for a parcel. Every aspect of ordering online has moulded itself to suit the safety measures and we’ll only continue to see this happen. The growth of online shopping is set to be seismic. “There has been a shift from off to online, and in ten months, we will probably be where we might have been in ten years in terms of our digital footprint,” CEO of the British Beauty Council, Millie Kendall tells.
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 those trusty 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? “We know our customers want to get up close to the brands and products they love,” a spokesperson for Boots tells. It’s what helps make beauty fun, but its no doubt going to change.
While testers won’t be permitted in Boots stores in the current climate, testing beauty will return, however it might not be as accessible to us as it once was. “Testers won’t be on public display in our beauty aisles, and will be dispensed by a beauty advisor with strict hygiene and handwashing measures in place,” Boots says. “Perfumes will be spritzed onto an individual fragrance blotter, liquid foundations will be pumped into a disposable pot and powders will be swiped with a single-use sponge and placed into a disposable pot.” But given the environmental impact of all these single use items, testing products in store just won’t have the same charm.