From the start of the health crisis, SYRES set up dedicated communication with its panellists, including a platform where they could record how their behaviour was changing. The resulting survey gives concrete results on shifting consumer habits, particularly around cosmetics and hygiene products. More than 15,000 men and women aged 18 to 80, across France, responded.
The results confirm new consumption trends and the products that come out ahead. 30% of the women surveyed said they had stopped using complexion make-up or lipstick, even though they had been attached to them. They felt that face and lip make-up had become pointless for various reasons (mask-wearing, wear time, working from home, fewer outings) and prioritised cleansing, hydrating, protecting and comforting their skin. They also paid more attention to eye make-up, which became bolder and more sophisticated.
Women used more face and eye care, more cleansers and make-up removers and more masks, with a slight rise in organic products. Women who had shown little interest in deep cleansing became an interesting target for evaluating that type of product (cleansers, masks, scrubs, nourishing products). Regular use of body products, hair products and fragrance was also up.
The survey also confirmed the crisis’s impact on skin condition: 36% of panellists reported tired features or a dull complexion, and 20% said their skin was irritated or more reactive since the virus appeared. 67% said they were stressed by the situation and 58% had sleep problems.
We also learned about mask-wearing habits (type, average duration, occasions). A large majority used surgical masks (82%), while 68% also used fabric masks. Mask-wearing caused discomfort for 76% of the panel: 45% felt their skin could not breathe and 39% sweated heavily; 25% had acne breakouts. This let us set up studies with real-time online questionnaires measuring the efficacy, tolerance and wear of products under a mask.
These circumstances upended consumers’ habits and wellbeing. Their purchases became more considered than spontaneous, and panellists were convinced that “after Covid” would be different. Consumption and buying habits were set to keep evolving.
Originally published in French by SYRES France on 14 April 2021: read the original article.
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