For most industries, 2020 was an unprecedented year that altered the way businesses operate and interact with consumers; the beauty industry was no exception. As customers found their lifestyles quickly changing as they were forced to stay home and shop online, their buying habits quickly changed and, ultimately, impacted how brands communicate and appeal to their evolving needs. When looking back at the results and statistics of the industry, it is evident that 2020 was a year like no other, which resulted in a transformation within cosmetics.
This year, the Cosmetic Executive Women organization hosted the State of Beauty Industry report, examining the implications of 2020’s events and how it impacted the cosmetic consumer and their buying habits.
One of the report speakers, Tara James Taylor with NielsenIQ, dove into the trends and consumers’ attitudes towards cosmetics throughout the year. Despite a slight decline in beauty and skincare sales, the industry saw a strong resilience with brands engaging and communicating with their consumers. Specifically, brands monitored their consumers changing needs and attitudes towards the industry, leading to new and unique cosmetics trends for companies to engage in:
1. CBD / Hemp Goes Mainstream
According to Taylor's report, CBD and hemp beauty sales are expected to rise from $209 million in 2020 to $315 million by 2021. As CBD becomes more popular in skincare, 17% of acne treatments are predicted to use CBD products within the next year. While staying on top of current trends, JBIER offers CBD products such as our TropiCBD Tropical CBD Lip Balm and BACEAE Body Relieve + Recover CBD Body Butter. For more information on CBD products for home and beauty, check out our blog, DIY CBD Spa Day.
2. The Growth of Online Shopping
As our world went digital, so did our shopping habits. While Brick and Mortar stores remained at the top of purchasing destinations, e-commerce sales grew more in 2020 than in any other year before it. As consumers began shopping for safety and convenience, the industry saw an increase in click and collect purchases as well as in subscriptions, giving e-commerce cosmetics sites a growing competitive advantage.
3. DIY Beauty for Self-care and Low Maintenance Cosmetics
As consumers spent more time at home this year, trends in cosmetics became more minimalistic. Consumers found a new love for DIY beauty and began to see cosmetics as a form of self-care; bubble baths, exfoliating scrubs, nail care, and skincare products saw a significant increase in 2020. In fact, 19% of cosmetic consumers have been expected to embrace a more natural and minimalistic look due to new lifestyle changes surrounding staying at home. At JBIER, we believe in pampering yourself and engaging in self-care; we offer products such as the AHAVA Natural Dead Sea Bath Salts, La Mer The Hand Treatment, and Immunocologie Vital Clay Mask to treat yourself this year!
4. Clean Beauty and Skincare
Consumers spent more time in 2020 focusing on what they were putting on their skin.
Taylor explains that trends in clean beauty for cruelty-free, biodegradable, and BPA-free products saw an increase in sales. In skincare, 90% of consumers were concerned about their skin conditions and turned to digital media for advice and suggestions when shopping online for skincare. Like many, our love for skincare has only grown this year. Some of our favorite skincare products are O.R.G. Skincare Mineral Peel Face, Boscia Sake Hydrating & Brightening Essence, and Sleepless Nights Calming Face Oil.
As the world transitions to the new normal of current events, it is evident that online retail will continue to grow, especially in the cosmetics industry. One of the event speakers, Larissa Jensen with NPD, examined the trends in online sales and product categories. Within product availability, online and Brick and Mortar sales seem to mirror each other with an inverse relationship, following similar trends in sales. This increase in e-commerce sales is evident as the online penetration doubled in overall sales from 2019 to 2020 within makeup, skincare, fragrance, and hair care categories.
Jensen presents several products and brands as the top of global launches in 2020 and suggests following in their lead for consumers trends:
Top Haircare: Living proof - Perfect Hair Day Dry Shampoo
Top Skincare: Estee Lauder - Advanced Night Repair Synchronized Multi-Recovery Compex
Top Makeup: Too Faced Cosmetics - Born This Way The Natural Nudes Eyeshadow Palette
As we head into 2021, Jensen suggests maximizing product trends to meet the changing needs of consumer demands and owning this new industry transformation.
At JBIER, we were ecstatic to attend the CEW State of Beauty Industry conference and gained valuable knowledge and insights into the industry. By analyzing current beauty trends, we have discovered how to optimize our e-commerce and online presence - integrating insights and engaging with consumers’ current spending habits. As a company, we understand the importance of conducting thorough market research, analyzing current trends, and monitoring our consumers’ needs in order to effectively engage with their shopping habits. As we focus on the future of JBIER, we look forward to incorporating the trends and ideas from the State of Beauty Industry report into our marketing endeavors and e-commerce sales.