With people across the world staying at home for protracted periods in a bid to contain the COVID-19 pandemic, at-home wellness trends are gaining traction. Hence, brands need to communicate efficacy, make evidence-based claims, enhance convenience and establish trust in this uncertain times, says GlobalData, a leading data and analytics company.

Sumit Chopra, Consumer Research Director at GlobalData, highlights the top wellness trends that are going to impact the production, marketing and sales of beauty and grooming products in the Asia-Pacific (APAC) amidst COVID-19.

The Well in Wellness Going Deeper

The desire of the consumers to lead a wholesome life has given rise to the concept of holistic wellbeing, underpinned by convenience, transparency and value. Just like ‘sustainability’, ‘wellness’ is an ever-expanding term with which the consumers are becoming more familiar and therefore question the ‘products and ingredients’ that promise solutions and would seek their versions of wellness represented in them.

Amidst COVID-19, wellness has taken on new meaning as we are seeing the roles of mindfulness and conscious movement becoming more prevalent and appealing to all demographics. Hence, brands are making efforts and incorporating more than surface-level wellness ‘products & services’ to express their concern for their consumers.

At-home Do-it-Yourself (DIY) Beauty

The sudden closure of non-essential businesses due to COVID-19 has caused a disruption to beauty routines as consumers are turning to ‘at-home DIY treatments’. Before COVID-19, product choices were often shaped by the demands of on-the-go and busy lifestyles. With more home-time now, consumers are looking to follow the DIY process during self-isolation.

For instance, with hairdressers and beauty salons being closed, both men and women are forced  to depend on home-solutions for their grooming needs.  Brands can capitalize on this opportunity to revitalize their online offerings, provide e-consultation services and invest in right technology such as chatbots and augmented/virtual reality as more consumers seek beauty advice from the comfort of their homes.

Realignment of Consumer Priorities

Self-isolation has led to a reshuffling of health-oriented priorities among the consumers. Diet and exercise, the traditional pillars of health, have been superseded by a fixation on cleanliness and hygiene, which continue to be unanimously reinforced as critical in preventing the spread of the virus.

The COVID-19 and subsequent social distancing measures have challenged the consumers to reevaluate priorities and needs, making it crucial for brands to acknowledge and respond to these shifts as the pursuit of health has never been more important and dynamic than it is now.

Consumer-friendly Packaging

More consumers will be keen on easy-to-use and simple instructions on packaging when they are consuming at home. Beauty products that are packaged in ways that mitigate risks of contamination and offer extended shelf-life to consumers will be more in demand. Brands can serve to increase consumers’ confidence by utilizing touchless formats such as stick and spray formats and guide them with tips and tricks to cleanse cosmetic products.

What’s Next?

The pursuit of wellness will continue to evolve in significant ways over the next few years. Consumers are expected to demand more substantiation from brands on health claims, seek products that address mental issues in thoughtful and respectful ways and will continue to expect brands to have more inclusive, wellness-focused approach to health guidance. Also, wellness will take on a more aspirational role in the media and consumer culture, particularly in a year filled with uncertainty.