The Beauty Industry After CoVID-19
There’s no amount of internet research on undertones, swatches, or ingredients that can compare to just trying a foundation on your face. The same can be said for serums, or eyeliner, or lipstick; there’s just an unmatched security in test-driving a product before you buy it. You can see for yourself whether the shade suits you, how it wears throughout the day, and how it reacts with your skin, all before committing to the purchase! This is one of the greatest allures of brick-and-mortar cosmetics.
For the average makeup consumer, places like Sephora are the easiest way to try a multitude of products at once. In fact, e-commerce contributes to 15% of all US retail in 2008 but only accounts for 5% in the health and beauty sector. Despite the growing convenience of online shopping, consumers still prefer to try before they buy when it comes to their makeup. Yet, retail beauty is on an indefinite hiatus, with stores like Sephora and Ulta closed for the shelter-in-place period. Launches have been delayed, with data showing that customers are simply not interested in new products right now. Brands with e-commerce infrastructures have quickly announced sales and free shipping, and social media has become even more pivotal to marketing makeup. As non-essential businesses reopen, the hygiene concerns of beauty retail mean that the industry may recover much slower than other retail sectors.
CoVID-19 will catalyze a rapid shift to digital services and technology in the beauty industry. Currently, the industry is rapidly adapting to remote work, with service providers like hair stylists and makeup artists offering online classes and consultations in lieu of direct contact. Artificial intelligence and augmented reality will also continue to play a huge role. Sephora’s Virtual Artist is an app feature that leverages AI and AR to allow shoppers to try on products with surprising accuracy from the comfort of their home. Combined with other features that help you through your skin type or style, Sephora has done a phenomenal job of approximating their retail experience online and sets an example for how the rest of beauty retail will adapt. Although these virtual services aren’t quite the same as hitting up your local Sephora, it can come pretty close.
Report: Emily Hui
At the rise of Covid-19 many of us first questioned the timeline of fashion week and would we see the regular calendar continue - the question weighed over many of us for months! It was refreshing to see design houses and designers across the globe take advantage of the uncertainty and plow into production mode - thus my interest in Jerri Reid New York - The Black Designer based in Brooklyn New York wow’d instagram with his latest collection paying homage to the Black Is King film which debuted earlier this year in July. I was taken aback at quick of a turn round the young designer produced and released his well crafted designs reflecting some of the films most memorable moments.