Beauty and treatment: the new focus of the end consumer
2/8/2023

Beauty and treatment: the new focus of the end consumer

Institutional

How these new times can impact and change the beauty sector.

By Fábio Yamamora, CEO of Yamá Cosméticos

With the start of 2021, market forecasts are trying to understand whether the Covid-19 crisis can fundamentally change the beauty sector in the long term so that manufacturers, retailers and investors can adapt. Generally speaking, what we can already say is that Beauty and Health will be inseparable terms.

In short, the term "haircare" has never been more appropriate, since the segment should guide launches based on the idea of "Care". In practice, lines of finishers, colorants and cleansers should add active ingredients that promote hair health as well as beauty. Or even that promote well-being and a relaxing experience.

The results obtained during the year confirm the trend. Zalando, Europe's largest fashion and lifestyle e-commerce platform, reported a boom in the pampering and personal beauty care categories; sales of skin, nail and hair products increased by 300% in the first months of the pandemic.

The figures show that consumers are not just concerned with the practical results, but with the whole experience and, above all, how that moment of self-care can be an ally for emotional well-being, relaxation and self-esteem. Thus, health is becoming an all-encompassing term that should mark the sector's news for 2021.

Institutional