As the old saying goes ‘beauty is in the eye of the beholder’ and for consumers looking to purchase beauty products today their eyes are more likely than ever to be fixed on a screen.
The pandemic’s impact on the beauty industry cannot be underestimated, as beauty halls – formerly thronged with makeup enthusiasts – remained shut for long periods.
Sampling became logistically impossible as hygiene requirements were put in place even after stores reopened. Even the types of products customers were buying transformed – long spells at home meant more customers were opting to purchase eye creams rather than eyeshadows.
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