As the pandemic struck, the global the global beauty industry which comprises of skincare, colour cosmetics, haircare, fragrances and personal care has been shaken with its impact. Regional beauty e-commerce site, Glamazle.com, released findings on changing trends in the beauty business in the Middle East based on their site including in-demand product categories and what’s set to create waves in the industry in the next 6-18 months.
According to Neelam Keswani, Founder and CEO at Glamazle.com, consumption habits and the way customers buy beauty products has significantly changed and continues to alter as we enter into the next year.
The Shift In Balance From Colour Cosmetics To Work From Home Essential
As work from home became the new norm for many, colour cosmetics have taken the hardest hit. Lipstick consumption has declined by 40 percent in the Middle East, higher than the global figures. According to a recent study by McKinsey, even when consumers do return to work, many will continue to wear masks, further slowing make-up’s recovery.
Making Eyes Their Focus
As some women return to work, but with their masks on, the need to create drama and draw attention on the face above the mask has increased. There has been an upsurge in the of coloured lenses and coloured eye liners.
Conscious Buying And Finding Alternates
As salaries of many also took a hit through the pandemic, expenses were monitored. Customers who previously purchased a hyaluronic acid serum worth AED 500 were opting for the same serum at a lower price point. There was a lot of conscious buying too and as a business Glamazle.com saw a major shift purchase from single items to routine care kits too.
Bringing Salon To Their Homes
With limited in-person beauty services, social distancing and mask wearing requirements, customers have changed their spending habits. Customers are gravitating towards products that give them the salon results at home. Sales of skincare, nailcare and haircare products soared 300 percent at Glamazle.com especially during full lockdown.
A Shift Towards Holistic Beauty
Glamazle.com saw sales of diffusers, incense sticks and pillow sprays soar 700 percent as consumers wanted to help calm their minds, improve sleep patterns or even get more energy. This trend continues with many requests to bring health and nutrition categories to the site. According to Keswani, the beauty industry has also been affected by consumers wanting meaningful experiences and to spend their money with those they see as being ethical and giving back. After reporting a 75 percent overall growth in 2020, Glamazle.com continues to go through a significant phase of growth and have significant expansion plans in their sight.