but moisturiser is a must.
For mums going through lockdown with their little ones, baby-friendly skincare products have been a popular choice for adults to use as well, especially for those that have sensitive or easily irritated skin.
No-fuss baby products are ideal as they’ve been specially formulated without irritating fragrance or potentially drying ingredients and are incredibly gentle. Something that Baby PR can help to promote – as we do for one of our clients, Baby Kingdom.
In the world of luxury skincare and cosmetics however, there have been some casualties in once popular product lines. Covid 19 has put pay to Estée Lauder’s long standing ‘lipstick index’ – the theory that during times of economic uncertainty, consumers will treat themselves to affordable luxuries – like lipstick – instead of splashing out on big-ticket items.
Being at home for weeks on end during lockdown and the resulting increased use of facemasks has had a dramatic effect on sales of make-up and cosmetics. Estee Lauder has seen a 61% drop in global net sales of make-up whereas skincare, haircare and fragrances have weathered slightly better with only a 31% decline. The self-care appeal of skincare has stolen the spotlight during the pandemic which means that the lipstick index has now been substituted by the moisturiser index.
However, as we get back to some form of normality it would appear that the eyes have it. Our make-up looks may be about to return to technicolour. Google searches for colourful eyeshadow looks have risen by 250% since the beginning of lockdown and as facemasks are now mandatory in a variety of settings, making the most of your eyes is the new beauty trend.
If you require expert advice on how to navigate your business communications during the Covid-19 crisis and beyond, or would simply like an objective view of your current PR strategy, please contact us at Clareville Communications in London by emailing [email protected] or calling +44 (0)207 736 4022.