Covid has given us the chance to pause and think where we are. This pause has led many professionals to feel that this is the end. But is it actually an end or a beginning? Is it an opportunity or a complete loss? Europe and other countries apart from China at that time recorded a total confirmed cases of people suffering from the Corona Virus.
Hence it was not taken very seriously. Before January Cosmetic industry was abuzz with market influencers and glamorous models posing with products and consumers were following them ardently. These influencers were selling makeup, skin and hair products to millions of their followers. Until January Brands were allocating a large portion of marketing ad-spend to the influencer channel.
As the Time progressed and people saw the rapid growth of the disease by March with 3, 37, patients globally, the approach of the cosmetic industry changed drastically.
The world was under lockdown for last one month and a drastic drop in the global sale of cosmetic products was seen. The disease impacted the purchasing power of the customer as the earning potential decreased due to lockdown. No Aspiration based marketing now happened. Consumers just went away from the aspirational models and aspirational buying of cosmetic products.
And suddenly the cosmetic marketing saw people emphasizing on the content and efficacy and well being of the products. By April Covid cases were present globally.
