A new consumer behaviour report has revealed the short- and long-term impact of COVID-19 on beauty behaviours.

Authored by global marcomms agency Pegasus in collaboration with beauty journalist Sali Hughes and psychologist Dr Anna Baker, the report combines consumer research, behavioural science and expert opinion to better understand the impact of the global pandemic on consumers’ beauty habits.

With 84% of consumers saying that they intend to maintain one or more of the new habits they made in lockdown, the report explores what behaviours have emerged and how they might stay, progress or revert, as well as where marketing opportunities and challenges lie when reaching and influencing the changed COVID-19 consumer. 

By examining short-term beauty behaviours established during lockdown, the report examines the longer-term impact these could have on beauty shopping habits in three core areas:

Buying not shopping – the research found that 32% of women say they plan to buy beauty and skincare from specialist health retailers, showing that while beauty browsing might be off the cards, there will still be a role for specialist retailers for more considered purchases 

Value(s) - 65% of beauty shoppers have stripped back their beauty repertoires in lockdown and are now buying only what they need, with a further 33% saying they intend to maintain less wasteful behaviours in the new normal

Home Comforts – at home treatments have seen a sales boom with salons closed, and consumers say they will continue to use DIY products as they can do more than they realised and they are impressed with results. 73% of 30-39 year olds who started using home teeth whitening products during lockdown say they intend to continue to do so. Meanwhile, 69% of women who started using at-home hair removal solutions during lockdown intend to continue using them post lockdown.

Psychologist Dr Anna Baker says: “Consumers have shown positive lifestyle changes during lockdown, with intention to maintain them going forward. Ensuring support is there to maintain motivation and address perceived barriers that will arise is essential.” 

Amy Greenwood, Client Director of Consumer Health & Beauty at Pegasus, adds: “COVID-19 has dramatically affected the way we consume media, digest information and communicate and interact with brands. Businesses that put changed consumer behaviours at the heart of their strategies and the right interventions in place to influence them will have the most success. The report will be a valuable tool to inform our marketing strategies - where we can, let’s use our communications to cement the positive behaviours emerging from COVID-19 longer-term.”

To request a presentation of the full COVID-19 Changing Consumer Behaviours in Beauty Report, email covidinsights@thisispegasus.co.uk