Beauty Instruments Customers
Beauty Instruments customers are shifting their spending habits in the face of widespread quarantines and restrictions on in-person services, social distancing, and mask wearing requirements. They now prefer products that replicate the salon experience at home, and can protect themselves from the possible impact of a digital lifestyle.
She says that even after the pandemic passes, she believes it will never return to its original state. She says that even after the pandemic ends, “I don’t think it will ever get back to where it was.” Spate data shows that there have been four major beauty base trends during the pandemic. These include at-home Beauty Instruments tools and purple haircare products to preserve colour, blue-light-blocking skincare, and serums. The pandemic is not slowing down and many areas are getting worse. These trends provide a blueprint for Beauty Instruments brands to launch products despite the restrictions of limited or non-existent sales in stores and decreased makeup purchases, which can be a major blow to already struggling categories. This has helped to ensure the viability of popular categories such as skincare and self-care. It also gives brands an advantage over others who are not selling products in this space. According to Spate, searches for facial steamers increased by 70% year-on-year over the past 12 months, while sales of face scrapers such as gua sha have increased by 33.4 percent. Credo, a clean Beauty Instruments retailer, has seen skincare tools more than double their sales since March’s pandemic. This was due to the Empress Stone gua sha tool by Wildling Beauty.
Michelle Connelly (Credo’s vice president of planning and merchandising), says that gua sha tools are rooted in traditional Chinese medicine.
The sales of Dr Dennis Gross’ facial steamer jumped by 45 percent in March and April, before they sold out at its website and retail partners such as Sephora. A company rep said that the product is now back in stock. This follows a spike in sales of Dr Dennis Gross’ facial steamer in March and April.
“Even though salons are now open again, consumers are still cautious about getting their hair coloured because of the close physical contact with their hair and concerns about hygiene. So we expect at-home color kits to continue to grow in popularity,” states Theresa Yee (senior beauty kitchen editor at WGSN).
These products offer cash-strapped clients lower maintenance costs, which allows them to reduce salon visits and save money. R+Co experienced a 50% increase in sales for its Sunset Blvd Blonde Shampoo and Conditioner and Bright Shadows Root Touchup Sprays. This led to customers wanting a purple-enhancing mask. According to the brand, the planned launch was delayed by three months to mid August. According to Nicole Cavaliere Sherlock, Oribe’s PR manager, a similar purple hair care beauty depot Instruments product, the Bright Blonde Collection has seen 200 percent growth since March. Customers are also adding more steps into their skincare routines. Particularly, serums are gaining popularity. Searches for retinol, vitamin C and hyaluronic acids have seen an increase of 20-40% during this time. According to Spate, Niacinamide serum searches have increased by 193.1 percent. Its popularity is likely due to the up-close-and-personal nature of now-common Zoom calls, which can highlight skin imperfections, says Yee, of WGSN.
Herbivore Botanicals is an indie brand that makes serums such as the exfoliating Glow Serum. Michael Ahmad, national education Beauty Instruments manager at the brand, said that serum sales have increased by 133% since March. This can be attributed to a consumer base that wants to indulge in self-care moments that help them to distinguish between work and rest, even though both are done at home.
The impact of artificial blue lights on skin has been highlighted by the increased screen time. According to Spate, searches for blue light skincare products have increased by 46.2 percent over the past 12 months. Brands that sell blue light-blocking product say they have seen an increase in sales. According to Chris Birchby, CEO, Coola’s four blue-light-blocking products have had their week-over-week sales increase by a third on Amazon and a fourth on the brand’s website in the same time period. One Ocean asos beauty box Instruments sells a blue light-blocking mist that hydrates. The product’s sales grew by 200 percent in April and May. This is three times the monthly average. Supergoop, which has six blue light-blocking products on sale, also saw a rise in sales. Two of these, a sheer sunscreen, and a primer for makeup, are now the top sellers at Sephora.