Cosmetics shopping experience will undergo a significant facelift after the pandemic

Credit: SergeyKlopotov / Shutterstock.

Australia is getting a glimpse of what the post-pandemic retail experience will entail, and beauty shoppers, in particular, are likely to feel the difference in the cosmetics shopping experience. The country is one of the few to date that has been able to contain the spread of the virus, and as such, the Australian Government has been gradually easing lockdown restrictions since mid-May, resulting in many retailers reopening their stores.

In order to maintain vigilance, most retailers are implementing new procedures and restrictions such as providing hand-sanitising stations, limiting the number of customers on-site, and enforcing physical distancing. Beauty retailers are taking additional measures by removing makeup testers and leaving them for display purposes only. The health-related reasons for this are obvious, as makeup testers can be breeding grounds for germs.

Moreover, it is a concern that is likely to be shared by consumers. In fact, almost half (48%) of consumers in 11 countries surveyed by GlobalData are concerned about the packaging safety of the products they purchase, illustrating the perceived risk that contaminated surfaces can spread the virus. This is underscored by the fact that 45% of consumers prefer sealed or packaged food compared to freshly prepared alternatives; 51% say the same about sealed or packaged drinks.

Still, the inability to test cosmetics takes a significant degree of fun, engagement, and confidence out of the shopping experience. To preserve the novelty of the in-store sampling experience, retailers will need to explore emerging packaging innovations in ‘single-dose beauty’ – contactless packaging solutions that allow shoppers to test cosmetics, skincare, and fragrances in safe, single-application formats.

Digital technologies will also prove instrumental in reimagining consumer engagement with personal care products. Online platforms have already proven to be an important source of product information and branded content. In fact, 37% of consumers are spending more time reading online reviews or blogs about products and trends during the pandemic, while 36% are spending more time watching videos or v-logs about product usage.

Virtual makeup testing, using a combination of artificial intelligence and augmented reality, is a natural extension of this, and is a concept that many consumers were already receptive to before the pandemic. Indeed, enduring hygiene concerns will ensure technologies such as this will no longer be seen as novelties, but rather necessities in a post-pandemic world.

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