The coronavirus crisis is coming to an end and it will have us, like you no doubt, well and truly upset! We have known fear and panic and thanks to you, we were able to calmly overcome this difficult period and protect our employees. A huge thank you!
We loved continuing to pamper you, pamper your skin and feast your senses. We loved your trust and patience with the packages. We loved welcoming and interacting with new clients. We loved maintaining and strengthening the link with you, in particular thanks to all these new means of exchange (chat, live, etc.) which allowed us, among other things, to answer your questions. You asked us about the composition of our care, on the origin of their ingredients, on their modes of use, etc... This thirst to learn and understand cosmetic care, the world around them and their impact on the environment is more than ever part of a fundamental trend that the Covid-19 has only accelerated. To better understand these new modes of consumption, we interviewed two experts from both sides of the Atlantic and wanted to share their feedback with you. So these are the opinions and vision of Deanna Utroske, American expert in cosmetics and editor of CosmeticsDesign.com and Vincent Gallon, also expert in beauty and cosmetics and editor of PremiumBeautyNews.com.
1/ Following the Covid-19 crisis, consumers seem more on the lookout for information on brands and their values, what would these values be that reassure or are important in the eyes of consumers? What do consumers expect from brands?
Deanne Utroske (DU): Even before the COVID-19 health crisis, “responsible” beauty consumers were looking for brands that mobilize for social and environmental causes; they spend money to support beauty brands which in turn support their personal, moral and political values ”.
Now, with this crisis, and even beyond it, consumers are even more attracted to avant-garde brands. Of course, the effectiveness of the product remains paramount but they want to buy from beauty brands that represent something, that operate ethically and that have more respect for the well-being of people and the planet than for profit. .
All this to say that transparency, not only in terms of ingredients but also in terms of marketing practices, will be key to determining the success of a brand after the health crisis.
Vincent Gallon (VG): The crisis probably had a catalytic effect on trends that had already started to emerge: increasing attention to brand values and sincerity, to the impact of consumption on the environment and on society.
In this context, the brands that should perform the best are those that will be able to reassure consumers (on their quality, safety, low environmental impact or even their positive impact), demonstrate their proximity (not only geographic, but also in terms of values).
Brands that convey humanity will also be favored. Those which carry artisanal values (human know-how, proximity to manufacturing, knowledge and love of raw materials, concern for employees and the community, etc.) are in the best position.
2/ As a result of this lockdown, do you think consumers have established a new or a different link to their cosmetic products?
OF : During confinement, the connection to beauty changed. Categories such as skin care products or products that help alleviate the effects of stress or aromatherapy have become more important.
And in the future, simple and effective cosmetics that will help people feel well cared for, well rested and good about themselves will have a real advantage.
VG: Products related to our social practices (makeup, perfumes) have inevitably suffered from the collapse in the level of social interactions. Hygiene products, on the other hand, increased from the first days of confinement
With confinement, the growing interest in skincare products, synonymous with well-being and pleasure, has been confirmed. Skincare continues to grow at the expense of make-up and to be product-oriented natural, healthy and responsible. This crisis could only be the catalyst for developments already underway.
3/ After this confinement, will the criteria for purchasing cosmetics change? Is "Made in France" a purchasing criterion or will it become or is it just a fad?
OF : In the short term, locally produced cosmetics will appeal to consumers more. Thus, in France, the “Made in France” label will have added value insofar as these products appear to be safer and more reliable.
But looking at the big picture, France's skin care and makeup has a long standing reputation for quality and effectiveness; and the coronavirus crisis won't change that. For cosmetics buyers around the world, "Made in France" will continue to be a guarantee of excellence.
VG: The question of made in France is part of a broader framework, on this point there is a strong desire of the French to reappropriate their destiny by favoring, at all levels, local and proximity purchasing very specific to our region. country.
The French have great confidence in cosmetic products made by their manufacturers and artisans. They know that these products are of good quality, that there is specific French know-how appreciated abroad and that French regulations guarantee a high level of safety. However, I do not believe that made in France will become the first purchasing criterion. Other elements (ingredients, price, perceived quality, more or less sustainable nature of the product and its packaging, etc.) are just as important to buyers.
4 / QWhat about new buying habits? Have consumers become familiar with online shopping as demonstrated by the sharp rise in online sales, is this trend definitively established or will it disappear with deconfinement?
OF : Yes, in a post-COVID world, more consumers will buy, and especially restock, online.
But the customer service found in stores will always be sought after. And in-store socialization will always be energizing and inspiring. Thus, the "retail trade" for cosmetics will simply have to continually adapt to the lived experiences and expectations of consumers.
VG: The surge in online sales was first of all out of necessity. But this has certainly helped to remove blockages. We can thus observe that people who bought little online (in particular few cosmetic and food products), especially among 45-55 year olds and 55-65 year olds, have caught up and discovered this distribution channel. It is likely that habits will change and online shopping will take hold.
Thanks to Deanna and Vincent for their very interesting feedback. The trends that emerge are ultimately quite similar on both sides of the border. Thus, this crisis has crystallized the tendencies for more sincerity and transparency, for an expectation of humanity, responsibility and security and finally for a demand for care " clean », Simple and effective generators of well-being.
For our part, we will continue to communicate with you more than ever. All means will be good and must be taken to share with you our history, our passions, our desire for creation, our torments, our questions, our commitments to the environment, etc. More than ever, we will take pleasure in sharing with you the origin of our active substances, our excipients and our ingredients in general, to enlighten you on the development of our products, to explain the reasons for our packaging. , to share our decisions for the protection of the environment, etc ... and without forgetting of course to tell you about all our collaborators and partners who every morning get up with us with the desire to do you good.
Looking forward to reading your reactions or questions on firstname.lastname@example.org or on social networks. We love to answer you!