According to a blog post on Mintel.com, written by Mintel analyst, Clare Hennigan, “COVID-19 is impacting the way consumers approach beauty and personal care (BPC) products, especially when they consider ingredient safety, cleanliness and shelf life.”
Prior to COVID-19, natural consumers avoided preservative and artificial ingredients in BPC products. However, Hennigan predicted that with more concerns surrounding shelf-stability and sanitation across consumer packaged goods (CPG) categories, consumers will be more willing to accept these ingredients as long as brands provide evidence of potency and safety, both from a health and environmental perspective.
Hennigan also stated that the arrival of the novel coronavirus will further push the idea that natural isn’t always better, especially when it comes to component safety and shelf life. The future of clean component formulations will rely on safe artificial ingredients, which may increase shelf life.
Another opportunity for brands in the wake of the pandemic is waterless formulas, which could appeal to consumers’ safety and environmental concerns. Products of this sort reduce the need for chemicals and give consumers the ability to control the shelf life on their own.
Keeping products clean and safe will help spur the demand for “touchless” beauty products—i.e., spray and stick formats. Hennigan also encouraged brands to offer consumers tips and tricks for cleaning auxiliary BPC products without compromising product efficacy and safety.
Hennigan concluded, “Products that mitigate risks of contamination by utilizing touchless formats and offer extended shelf life to consumers rationing supplies and/or unable to obtain alternatives will stand out as being safe and dependable. Brands that demonstrate their dependability, transparency, and willingness to take action to ensure product safety will be rewarded by consumers.”
– Lifestyle Reporter