Hands-on experiences: DIY beauty trend gaining prominence as at-home wellness gains traction

Speaking during in-cosmetics Korea’s webinar programme, Sumit Chopra, consumer research director at GlobalData, explained that the beauty and personal care industry must revaluate the meaning of wellness in light of COVID-19.

“The COVID-19 and subsequent social distancing measures have challenged the consumers to revaluate priorities and needs, making it crucial for brands to acknowledge and respond to these shifts as the pursuit of health has never been more important and dynamic than it is now.”​

As a result of the COVID-19 implications, we are seeing mindfulness and the conscious movement becoming more prevalent.

As such, brands have the opportunity to incorporating ‘more than surface-level wellness’​ products to express their concern for their consumers.

“The notion of holistic wellbeing is gaining momentum as consumers are embracing various route to wellness. The holistic approach has become a key motivator of consumer behaviour unpinning by the needs of convenience, transparency and value. As the notion of wellness expands, manufacturers will have the opportunity to connect the dots between existing products to benefit individual health.”​ said Chopra.

Filling time​

Chopra noted that before the pandemic hit, consumer’s product choices were shaped by their on-the-go and busy lifestyles.

However, now that people are confined to their homes with more time to themselves, DIY products are becoming a more attractive choice during self-isolation.

“DIY is gaining prominence in this new world as people have increased time. With more time on hand, consumers are looking to creating things from scratch on their own,”​ said Chopra

He noted that consumers are now seeking out brands and products that offer certain benefits.

“Consumers are looking for trust and authenticity, comfort and wellbeing, as well as customisation and experiences.”​

This trend gives manufacturers the opportunity to create novel experiences for the consumers, something that will form a lasting memory on their minds.

“The consumers now have more time to evaluate brands and ask which are able to connect and create a unique experience and leave a long-lasting impression on them,” ​Chopra said.

With a DIY project, consumers can help consumers to create and learn new skills to create a sense of wellbeing.

All these can help to off-set the damaging impacts of COVID-19 on the consumers’ wellbeing.

“Health fears and self-isolation are reshuffling consumer priorities. Anxiety, depression, loneliness are the results of social distancing. Brands should take the responsibility of helping consumers navigate these,” ​said Chopra.

Additionally, at-home solutions offer consumers the benefit of convenience.

For instance, with hair and beauty salons shutter, consumers are looking to home-based solutions for their grooming needs.

“Brands can capitalise on this opportunity to revitalise their online offerings, provide e-consultation services and invest in right technology such as chatbots and augmented or virtual reality as more consumers seek beauty advice from the comfort of their homes,” ​said Chopra.

As such, Chopra noted that brands must ensure that the product and packaging is consumer friendly.

“Simple-to-follow guidelines will be more appreciated by consumers because they are now looking to do things at their own pace.”​