Shifting personal care practices and demands indicate need for brands to pivot

on 08/06/2020

Consumers are looking for new messaging and products from skincare brands during COVID-19, according to recent studies with InsightsNow’s Clean Label Enthusiasts® research community

Why was the research conducted?

The study gives insights into the swiftly changing landscape of clean-living behaviors during this time by tracking behavior pre-pandemic, current short-term shifts, and potential permanent changes.

How was the research conducted?

InsightsNow's Clean Label Enthusiast® community of primary shoppers reveals motivations for purchasing behaviors through an online shopping journal.

What are the key findings of the research?

  • Seventy-two percent of CLE do wear masks whenever in public.
  • 26% of CLE who previously wore make-up are no longer wearing make-up since the mask covers their face.
  • Mask usage has also had an impact on sunscreen usage. Of those CLE who wear sunscreen, 19% stopped wearing it due to mask coverage, and 25% only used on exposed / unmasked skin.
  • CLE cite breakouts, skin irritations, and discomfort from masks and repeated hand washing as the primary cause of their increased use of moisturizers, all-natural alternatives lacking harsh chemicals, and gentle hand sanitizers. ​

Full research:

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Contributor's Name: Michelle Andre