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Zoom Beauty: What's Happening to Beauty During Coronavirus

23 Apr 2020 Elizabeth Timmis
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in Beauty, Digital

As consumers stay home for the greater good, they have passed their panic and are initiating a lipstick effect, treating themselves to the small luxuries that beauty can offer. The result: beauty is booming online. However, the Zoom beauty consumer has a few surprises up her sleeve; here we offer a glimpse into her psyche both via search behavior and new research from our influencer community. Of note: there was a softening of color cosmetics pre-pandemic which has continued as women WFH. However, our Glimmer Community expressed strong excitement for makeup and bright colors post-quarantine, indicating a potential resurgence.  

BeautyDuringCoronaVirus_Infographic-1

THE GOOD NEWS FROM BEAUTY ONLINE: TOP HIGHLIGHTS TO KNOW

  • Online beauty sales are trending back upwards and were up 10% in March vs. February overall
  • Predictions place April growth at 13.5% over March
  • Searches for skincare, hair, and makeup have risen dramatically since March 15th. As of March 29th, the increase in WoW searches:
    • 75.7%: skincare
    • 75.6%: makeup
  • Within our own client portfolio, beauty e-commerce revenue is up 27% vs. prior period and YAGO
  • From a last touch point of view, social, email and paid search driven revenue is up approximately 35% vs prior period and paid social is up by 27%

Stella Rising has deep expertise in the beauty category, and through strong digital experiences and expert research we help beauty brands shine. Looking to position your brand for a positive future? Connect with us.

Beauty Digital

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