‘Pampering’ the most-anticipated consumer activity after COVID-19 quarantine, finds Kantar

By Kacey Culliney

- Last updated on GMT

Social media analysis shows consumers are looking forward to beauty therapy most once coronavirus lockdowns lift (Getty Images)
Social media analysis shows consumers are looking forward to beauty therapy most once coronavirus lockdowns lift (Getty Images)

Related tags COVID-19 coronavirus Social media Beauty Consumers Kantar

Consumers in coronavirus (COVID-19) lockdown are looking forward to plenty the other side, but beauty therapy tops the ranks – way ahead of eating out, socialising and travel, according to Kantar.

The data, insights and consulting firm scanned global English language social media conversations around COVID-19, quarantine and coronavirus, using its real-time human and artificial intelligence system to identify what people were most looking forward to post-lockdown.

After quarantine? Consumers want ‘some beauty therapy’

Scanning social media mentions between March 24 and March 30, 2020, findings showed beauty therapy was the number-one activity consumers were looking forward to once coronavirus lockdowns were lifted.

Discussions around beauty therapy post-quarantine had 507 social media mentions, versus 215 around eating out or going to the cinema; 195 on nights out, going to the pub or having drinks with friends; and 182 mentions of live events, music or outdoor venues. By comparison, there were just 74 mentions of travel post-lockdown.

“What people want to do after lockdown is get some beauty therapy,”​ Kantar said. This included going to the barber, salon, getting a haircut or colour and getting nails or eyebrows done, it said.

“…So, if you own a hairdressing business or beauty salon, prepare for a boom in business once quarantine is over. We might also expect to see an increase in demand for beauty and make-up products,”​ Kantar wrote in its blog post on the findings.

Reconnecting with consumers will be about ‘brand experience’

Consumer purchase and consumption behaviours had been drastically impacted by the ongoing global coronavirus pandemic, according to the insights firm, with personal care largely taking a “back seat”​ because consumers weren’t leaving the house or going to work. Food and drink and other essential purchases had been prioritised, it said.

As global lockdowns lifted, Kantar said brands looking to reconnect with consumers would have to focus on “demonstrating the value of the brand experience”.

 “…As we likely near the end of lockdown, the marketing and communication industry has a once-in-a-lifetime opportunity to create engaging, entertaining, brand-building and above all memorable content. The challenge will be to strike the right balance and stand out,”​ it said.

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