Current beauty trends to continue through 2021 holiday season


Current beauty trends to continue through 2021 holiday season

Tis’ the season of giving and NielsenIQ’s Beauty and Health Vertical would like to wish you a happy holiday with the gift of insight.  

The average U.S. beauty consumer has changed dramatically since 2019. Shoppers across all demographics have recalibrated their beauty and personal care regimens amid pandemic-related living and working restrictions, along with prioritizing their own mental and physical wellbeing and the state of the world around them.  

According to research by NielsenIQ, brands can expect these trends to continue and sustain their momentum throughout the 2021 shopping season. 

Consumers purchase needs are aligning with forward-thinking values 

Adopting an “if it’s better for we, it’s better for me” mindset, beauty and personal care shopper have heavily shifted toward clean products that meet niche need since 2019. This includes products free from harmful ingredients, sustainable brands that promote ethical business practices, and recyclable/reusable packaging.

A cohesive, omnichannel experience is the expectation

Most importantly, today’s beauty shopper is looking for a highly personalized and convenient experience. Shoppers want to be presented with exactly what they’re looking for and have the ability to purchase products with a click of a button. Depicting a massive shift towards e-commerce, the omnichannel landscape has especially accelerated within beauty and personal care. As the infographic below notes, 63% of consumers made purchases across the omnichannel landscape in September 2021 versus 46% in September 2019.

Communication is everything 

As e-commerce newcomers and veterans increased their focus on online shopping, consumers’ familiarity with online shopping features grew in tandem. We can only expect this trend to continue in our increasingly digital world. Manufacturers and retailers must stay in-tune with consumers’ demands and clearly communicate the benefits their products provide on packaging and within online search data. 

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