The ongoing COVID-19 pandemic has created huge waves of change in consumer thinking, with hygiene, finance and science now the sharp focus in beauty, potentially spelling the end of preservative fears and the free-from movement, says WGSN.
Preservatives have long been vilified as a ‘harmful’ ingredient, but a deeper understanding of hygiene and contamination brought about by the novel coronavirus (COVID-19) outbreak may well validate their usage.
Beauty and personal care brands have long relied on ‘free from’ claims to communicate clean and non-toxic credentials, but this conversation must change to spotlight safety and efficacy instead, says Mintel.
Born This Way pop icon Lady Gaga will launch Haus Laboratories exclusively on Amazon next month, a move that has generated considerable buzz in the beauty world. So, is this e-commerce strategy a smart one to follow?