Emerging patterns in personal care
The global health crisis has made many of us reevaluate our definition of “bare necessities”. We have had to rethink the line between wants and needs across many industries, including beauty and personal care.
By Priyanka Gangwal and Shipra Bhargava
It’s vital for the beauty industry to envision how nuances and expectations will evolve in the near future. At Designit’s studio in Bengaluru, we conducted research across different states in India just before the lockdown, and one of the key findings suggested that the term “beauty” is often used interchangeably with words like “wellness” and “confidence” by consumers. It indicates the extend to which beauty products and services make users ‘feel good’ when using them.
Based on our research insights, we’re suggesting five findings that can be used to design new experiences:
1. Increasing transparency
“My brand believes in the utmost transparency and celebrating the simplest of ingredients that many Indians might have grown up using.” — Owner of an eco-beauty brand.
Today’s curious consumers want to learn about every ingredient that goes behind making their personal care and cosmetics product. Being selective about seeking recommendations of the right products, from the right sources has always been common. Based on our research, we expect this trend to amplify in the future and manifest itself in the form of universal demand for increased transparency in the products and services.
The new norm will include transparency about product ingredients, manufacturing processes, the company hygiene standards and being open to consumer ideas and feedback.
2. Rejigging business models
“I am always replaceable. My customers can look online and become experts themselves. Where I make a difference is understanding unique needs and sharing curated regimes.” — Personal trainer at a gym.
Another approach to refreshing business value propositions lies in acknowledging the new era of co-learning. There is now a two-way transfer of knowledge about individual consumer needs and sharing expertise to empower customers with the skills to carry out DIY grooming and self care regimes.
3. Building trust in technology
“If online diagnosis is automated or robotic, I prefer going to a clinic. It depends on what you are looking for, online is alright for generic problems, but I prefer human interaction” — A consumer.
Although consumers find technology intriguing, the depth of trust in product recommendations given by tech-powered gadgets is disputable. In the personal care industry, hyperbolized promises and incorrect diagnoses and product recommendations can erode trust in technology.
Now more than ever, brands must reduce screen time for consumers while providing effective product recommendations. It will be crucial for companies to consider new ways to win consumer trust and offer products and services that fit into the needs of self-care at home. When retail shopping is the last resort, the digital shopping experience will have to get hyperreal and reliable.
Before the pandemic, common consumer concerns included getting the right products for their skin type, products of the right color, fragrance, texture, or a combination of these factors. Those concerns haven’t changed, so with limited in-store opportunities, brands must explore a mix of physical and digital shopping experiences — a new phygital model for users at home.
4. Designing new augmented experiences
“I prefer going to the shop to see and try on products in person.” — Shopper.
According to research, there are two kinds of memory processing methods: a short-term memory capacity and the long-term — the ‘hardware’ of memories.
In psychological terms, every experience with a product forms part of one’s autobiographical memory’, a recollection of our life experiences.
When asked to recall any one good or bad experience with a past product service, most of our research participants recalled their negative experiences, like a home salon service gone wrong or a pricey and badly matched foundation.
This shows that consumers often recollect unpleasant events. To ensure positive memories brands must offer optimal, individualized offerings. In times of social distancing, this is especially vital at the retail front, where consumers must be encouraged to spend their time effectively in stores and remain satisfied once they leave.
Using the right no-touch tools for skin diagnosis, recommending the appropriate products, self-explanatory physical store mapping, product packaging, empowering customers to shop autonomously without relying on staff interaction become critical.
5. Encouraging conscious consumption
“Don’t just tell me what to buy, tell me what to eat and how to take care of myself sustainably.” — Consumer
Sustainability encompasses aspects of reducing environmental pollution, preserving biodiversity, and other ways of meeting customer needs with minimal environmental impact. Many brands have ventured into offering eco-friendly packaging, natural ingredients-based products, and transparently sharing information about manufacturing processes.
However, consumer expectations of brands go beyond mere product offerings. They also include planning fitness, dietary and beauty routines by seeking advice from experts available physically and/or virtually.
Now brands also need be digital companions, who offer well-researched, and holistic remedies based on in-depth individual customer knowledge.
This highlights the importance of encouraging sustainable behaviors and introducing innovative ways of achieving consumers’ well-being goals in ways that are healthy for people and the planet.
The future of beauty and wellness
Many new beauty trends like self-care Sundays, applying makeup for attending e-weddings, and learning to give oneself a spa treatment seem to be here to stay. It’s an opportunity for brands to offer support for consumers and rethink business strategies based on this cultural shift.
Although the current change in the beauty industry is triggered by temporary changes in lifestyles, this impact is expected to stay with us for the long run. There’s an opportunity for brands to invest in designing new digital experiences, since we must now mindfully and carefully plan activities involving physical human interaction.
This article is part of our Business as (Un)usual series of activities to help businesses navigate through post pandemic challenges and identify business opportunities to stay relevant. Reach out to learn how our team in Bengaluru can help you better understand your customers: bengaluru@designit.com
