Can beauty brands help consumers with pandemic fatigue?
I’ve been watching with great interest as COVID-driven innovations come to market on both the supply-side and finished-goods side of beauty.
New brands like Hygiene Hero that specialize in hand sanitizer mist and facial coverings; smart business pivots like Michelle Hope Skincare, which developed and launched a hygiene and care kit to help travel and hospitality businesses keep clients safe; fun innovations like the 30-second bar soap from LUSH.
And there’s been an increase of at-home versions of professional products and services like Haircolor Concierge from L’Oréal that launched last August.
Beauty Brands Deliver Skin Protection and Mental Wellbeing During COVID
But the more recent launches and innovations aren’t just about keeping clean, and safe, and beautiful, they’re about mitigating the emotional and physiological challenges of our present moment.
This month, P&G’s Native personal care brand teamed up with interior-design expert Justina Blakney on a collection of deodorants and body washes scented to “bring good vibes home.”
HUM Nutrition launched its new stress-relieving Calm Sweet Calm ashwagandha supplement into Sephora this month too.
And, Coola has a new collection of skin care that helps repair blue light damage—a benefit that’s increasingly in demand, now that so many people are indoors and in front of screens much of the day.
Many beauty makers have introduced moisturizing hand sanitizers to the market, including Unilever’s Dove brand and its new Nourishing Hand Sanitizer.
Skincare Ingredients Counter the Effects of Stress and Sanitizer
And of course, ingredient makers are in on the innovations to address pandemic fatigue too.
Cargill-owned Floratech is promoting its Floraesters K-20W Jojoba as an emollient to maintain skin barrier and, in combination with glycerin, moisturize the skin in hand sanitizer formulations.
And DSM has positioned its BEL-EVEN ingredient and a collection of prototype products called Recovery Salon as solutions for the long-term effects of stress on the skin.
How Can Beauty Brands and Ingredient Makers Help with Pandemic Fatigue?
So, I’d love to know what you think about beauty’s role in all this?
Please take just a moment to leave a comment below, sharing your thoughts and notes on how beauty, fragrance, and personal care makers can help consumers address pandemic fatigue.
I look forward to seeing all your ideas and observations!
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this DUviews item was originally posted to LinkedIn and now appears on DeannaUtroske.com