COVID-19: How protective masks are changing consumer’s beauty needs

As lockdown restrictions are eased in most of countries and new government guidelines are put in place, more people are venturing out and to prevent the spread of the virus they are expected to wear a protective mask. Credit: Patuss89 via Shutterstock.

Coronavirus has changed consumers lives in many unimaginable ways. As lockdown restrictions are eased in most of the countries and new government guidelines are put in place, more people are venturing out and to prevent the spread of the virus they are expected to wear a protective mask. Some countries have made it mandatory in some situations while others and most are adapting advice based on the present situation to try and avoid transmission outside the home.

A common side-effect of prolonged mask-wearing is skin issues and breakouts like acne termed as ‘Maskne’ and itching that can get aggravated with adverse weather conditions and high pollution levels. With the constant rubbing of the mask against the skin, pores can get clogged and humid conditions can further aggravate the issue. One way to avoid this is by using light, water-based skin creams, masks and cleansers so the skin remains hydrated but at the same time is protected from constant mask use.

This presents a huge opportunity for skincare brands. Some brands have already recognised this opportunity and are focussing on promoting specific skincare products to tackle the issue. Popular Korean skincare brand Dr Jart now has a special “Maskne Essentials” category on its site – with items like a “facial barrier mask” and an anti-blemish patch. Other skincare brands like L’Oréal are also experiencing demand for their sensitive skincare products.

According to GlobalData’s Coronavirus (COVID-19) Recovery Tracker Consumer Survey – Week 4, more than half (53%) consumers globally say that they are always/often influenced by how well the product/service is tailored to their needs and personality thus making it imperative for brands to innovate and come up with relevant product solutions for individual consumer requirements. Brands can take this opportunity to re-position their products and align their marketing campaigns to resonate with consumers during the pandemic.

As consumers become more aware of their personal hygiene and overall health they will look for specific solutions. Skincare brands need to come up with preventive solutions, tips to address these new consumer needs as well as adjust their product formulations to cater them e.g. categories like make-up having lipsticks and lip glosses need to be stain and smudge-free if they are worn under the masks. Similarly, consumers may prefer to use more eye products to highlight their face as the rest of the face (specially lips) gets covered as the mask is incorporated into daily lifestyles going forward.

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