Strategy Briefing

The Digital Beauty Consumer

Jul 2020

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About This Report

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If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

Digital disruption in beauty and personal care will continue to accelerate globally due to the Coronavirus impact, which sets the tone for “digital” to become a dominant means of beauty industry participation over the forecast period. The core values of the Digital Beauty Consumer, a consumer type segmentation in Euromonitor’s Beauty Survey, will be redefined in the image of healthy living, personalisation and clean to conscious beauty.

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Overview

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Key Findings

Digital as a boost pre-pandemic, but a lifeline during the pandemic

Pre-pandemic, the beauty and personal care industry already experienced the disruption of digitalisation. Significant ramp-up is expected across all regions to include livestreaming investment in China and North America, shoppable social media in markets where technology was not previously available, usage of mobile messaging services for beauty product fulfilment in Latin America, and continued beauty app dominance in Asia Pacific. Coronavirus (COVID-19) sets the tone for digital becoming a dominant means of beauty industry participation.

Redefining core values among digital beauty consumers

COVID-19 is expected to streamline and simplify digital beauty consumers’ routines, while also encouraging a greater willingness to experiment during home seclusion cocooning. Financial impact from COVID-19 also contributes to a re-evaluation of efficacy versus price and ingredient safety versus price among digital beauty consumers.

Healthy beauty

Health and beauty will continue to converge, with the added layer of mental and emotional wellbeing. For the digital beauty consumer, digital tools will be leveraged to a greater extent to be used to meet, track and enhance wellness goals, as well as provide a salon- or spa-like experience in the home.

Personalisation

Personalisation will be less of a priority during the immediate outbreak, but in the short term will be key in providing guidance for underserved consumer groups (ie men’s beauty segment) and as a complement to clean beauty.

Conscious beauty

Ethical and sustainable practices among beauty players will still remain top of mind, but will evolve into a greater push towards conscious beauty, driven by digitally-savvy consumers pushing for accountability and brand purpose beyond profits.

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Introduction

Scope

Key findings

Sharp downturn in global beauty and personal care in 2020

Digitalisation to accelerate driven by channel shifts, home seclusion

Beauty in Digital Age

Tech-driven, digitally-enabled beauty a key disruptor pre-COVID-19

Every step in digital path to purchase can lead to instant decision

COVID-19 digitialised all beauty consumers to varying extent

Retail closures, in-store limits to increase influence of digital

Beauty and personal care industry braces for digital ramp-up

LATAM digitalisation in messaging apps, e-commerce supplement

Livestreaming strengthens no-contact consumer interaction

Meet the Digital Beauty Consumer

Meet the “digital beauty consumer”

Digital beauty consumers are more likely to be female, aged 45+

Digital beauty consumers: best in class versus most growth potential

Digital beauty consumers: by market

Rely on user reviews more over brand-provided info

Rely on apps for product information, guidance on selection

Extensive beauty routines are expected to simplify, streamline

Quality and price to be redefined among digital beauty consumers

Willingness to experiment poses opportunities for AR, subscriptions

Digital will overlap with key COVID-19 themes in beauty

Leveraging Digital to Meet Expectations: Healthy Beauty

Pre-pandemic, blurring of health and beauty driven by holistic goals

Potential for beauty tech innovation in collaboration with science

Mental and wellbeing underscore holistic view of healthy beauty

Leveraging Digital to Meet Expectations: Personalised Beauty

Personalisation for the digital beauty consumer

Personalisation a lower priority during, immediately after pandemic

Digital engagement acts as a guide in the selection process

Digital can supplement no-contact personalisation experiences

Leveraging Digital to Meet Expectations: Conscious Beauty

Clean beauty the new default amid transition to conscious beauty

Ethical, sustainable demands and practices to be impacted

Conscious beauty extends to brand purpose and ethical impact

Conclusion

Impact of COVID-19 on digitalisation of beauty

What should business focus on?

Key findings

Research Overview

Overview of Beauty Survey

Four years of tracked data covering 40 products and 700+ brands

Overview of Health and Nutrition Survey

Overview of Digital Consumer Survey

About Euromonitor’s Voice of the Industry survey series

Why buy this report?

Want to find out more about this report?

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Megatrends

Strategy Briefing

The Digital Beauty Consumer

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Key Findings

Digital as a boost pre-pandemic, but a lifeline during the pandemic

Redefining core values among digital beauty consumers

Healthy beauty

Personalisation

Conscious beauty

Want to find out more about this report?

Table of Contents

Introduction

Scope

Key findings

Sharp downturn in global beauty and personal care in 2020

Digitalisation to accelerate driven by channel shifts, home seclusion

Beauty in Digital Age

Tech-driven, digitally-enabled beauty a key disruptor pre-COVID-19

Every step in digital path to purchase can lead to instant decision

COVID-19 digitialised all beauty consumers to varying extent

Retail closures, in-store limits to increase influence of digital

Beauty and personal care industry braces for digital ramp-up

LATAM digitalisation in messaging apps, e-commerce supplement

Livestreaming strengthens no-contact consumer interaction

Meet the Digital Beauty Consumer

Meet the “digital beauty consumer”

Digital beauty consumers are more likely to be female, aged 45+

Digital beauty consumers: best in class versus most growth potential

Digital beauty consumers: by market

Rely on user reviews more over brand-provided info

Rely on apps for product information, guidance on selection

Extensive beauty routines are expected to simplify, streamline

Quality and price to be redefined among digital beauty consumers

Willingness to experiment poses opportunities for AR, subscriptions

Digital will overlap with key COVID-19 themes in beauty

Leveraging Digital to Meet Expectations: Healthy Beauty

Pre-pandemic, blurring of health and beauty driven by holistic goals

Potential for beauty tech innovation in collaboration with science

Mental and wellbeing underscore holistic view of healthy beauty

Leveraging Digital to Meet Expectations: Personalised Beauty

Personalisation for the digital beauty consumer

Personalisation a lower priority during, immediately after pandemic

Digital engagement acts as a guide in the selection process

Digital can supplement no-contact personalisation experiences

Leveraging Digital to Meet Expectations: Conscious Beauty

Clean beauty the new default amid transition to conscious beauty

Ethical, sustainable demands and practices to be impacted

Conscious beauty extends to brand purpose and ethical impact

Conclusion

Impact of COVID-19 on digitalisation of beauty

What should business focus on?

Key findings

Research Overview

Overview of Beauty Survey

Four years of tracked data covering 40 products and 700+ brands

Overview of Health and Nutrition Survey

Overview of Digital Consumer Survey

About Euromonitor’s Voice of the Industry survey series

Why buy this report?

Want to find out more about this report?

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