How Has COVID Affected Beauty Marketing?

Many industries were hit hard by the impact of COVID-19 on the marketplace and consumer spending. Not only was spending down across the board, but spending behaviors were affected. Phoenix Chemical is passionate about bringing the best cosmetic raw materials to those seeking to make cosmetics or further the envelope for what their brand offers. While a COVID influenced marketplace won’t last forever, it’s certainly made an impact for the foreseeable future. Let’s take a look at a few of the ways coronavirus has impacted cosmetic marketing and what companies focus on.

COVID Has Forced Online Beauty Brands are Better Equipped

In our prior articles discussing the future of the beauty industry and what trends were particularly popular, we remarked at how many up and coming popular brands had emerged solely from digital marketing. One of the silver linings of this trend was that, in the past, if you wanted to sell cosmetics you largely had to belong to a large organization that had the means and the money to make it happen.

Nowadays, you can trust companies such as Phoenix Chemical to provide quality cosmetic raw ingredients that can be used to synthesize cosmetics products your brand can trust to sell. Cosmetic creation is a science, one that is understood quite well. What separates cosmetics both expensive and inexpensive are not simply the quality of the ingredients, but it’s more about the targeting. Having knowledgeable cosmetic scientists create products that are specifically tailored for the demographics you wish to target is the difference between success and failure.

How is this relevant? Unlike the drug store giants that you can find just about anywhere, L’Oreal, Proctor and Gamble, Unilever, who are feeling the brunt of this reduced revenue in all channels due to COVID, smaller brands are poised to have healthier margins online.

In other words, as fewer people are likely to go outside to shop and purchase minor goods, online marketing becomes even more important. Being positioned on a shelf in major retailers is not nearly the advantage it once was, currently speaking.

Above the Nose Beauty Products Are More Important

We’ve already seen how people have taken to buying and wearing masks that are more fashionable than the ordinary kinds that feel too sterile or medical oriented. So long as mask mandates or recommendations persist, people will continue to wear them.

It goes without saying that if there was ever a time where lipstick was completely unimportant, it may be now. Sure, people still go out occasionally depending on their locale, but largely speaking, lipstick and masks do not mix well considering the lipstick won’t be visible half of the time.

What is of great importance currently is quality skincare and haircare products. If we are to wear masks, then it stands to reason that we try to keep our skin fresh (maskne is a thing!) and our hair well moisturized with good sheen. When wearing a mask, we are accentuating our eyes that much more, and so products such as mascara are enjoying greater emphasis as of right now.

Brands Must Push to Educate About Cosmetic Products

Never has there been a time where consumers wanted to know every detail about a product, what goes into it, how its made, where the ingredients are sourced, etc. With the temporary closure of many brick and mortar beauty stores and restricted access to samples due to COVID concerns, consumers that are being funneled online are having a difficult time justifying trying new products for fear of buyer’s remorse.

Many companies are offering more robust sample offerings as well as modified return or exchange policies to encourage consumers to shop online with them.

In addition to this, technologies such as VR and Beauty Marketing (augmented reality), as well as application technologies are being developed and utilized for beauty customers. Things like tools to analyze a persons skin type and cross-reference them to a brands products which would match that skin type are novel as well as useful in making online conversions.

Beauty Brands are Experimenting More Right Now in the COVID Era

An unnatural lull in the market such as the one that coronavirus brought on had initially left many companies scrambling to figure out what to do. However, many brands big and small have decided to use this time to examine their product offerings, brand lines, and product goals to decide how to best move forward.

Using this time to go back to the drawing board—or even start a company is something we are seeing currently. There are undeniably many passionate people in the beauty industry, and Phoenix Chemical loves working with those types as well!

Using our premiere products such as Pelemol, Pecosil, Catemol, and many others, Phoenix Chemical has helped many brands make products with precision and control. The beauty marketplace is all about choosing who you would like to cater your products to, and making a product that is friendly to a certain kind of skin tone, skin type, as well as personal style requires a team of highly knowledgeable cosmetic scientists.

Make Your Own Cosmetic Products with Phoenix Chemical

Phoenix Chemical marries cosmetic science and our custom made cosmetic raw materials with real world marketplace experience to create the product of your dreams! If you would like to experiment or create a new product based on a passion or vision you have, contact Phoenix Chemical today for more information about what we are doing in the Covid era.