Innovation Round Up - Q3

Each quarter our innovation team bring an update on all things trend related in the industry. For quarter 3 we've been looking at consumer behaviours and attitudes whilst also keeping track of Covid-19 and how it's continuing to have an affect on the health and beauty industry through out 2020 and beyond. Using the best industry platforms such as WSGN and Mintel, 

Consumer Attitudes

Embracing Digital & a Contactless Marketplace

Since the Coronavirus outbreak consumers are shopping more and more online, to avoid crowds and indoor shopping locations. Health and beauty products are being discovered on social media and apps which is in turn, disrupting more traditional routes to product discovery. Brands really need to pay attention to their online digital strategies. 

According to WGSN, texting is the 'new' method of communication for brands. In fact texters have been highlighted as a key shopper group for 2020, and SMS and similar chat platforms are key for connecting to consumers beyond the first sale. Texting can help to drive communication and adding value during the pandemic and beyond. 

New Daily Routines

The pandemic has dramatically changed our daily structures and even our priorities which will leave its mark when normalcy eventually returns. According to our experts, some of these new routines will have long last effects. 

For example, there's a new focus on self-care at home with holistic habit building in place. It acts as a key coping strategy for mental health and wellness. In order for brands to see more success throughout the pandemic, they should create new ways to implement wellness habits that can help consumers navigate through their post-pandemic struggles. 

Think about how consumers are retreating to their bathrooms indulging in new rituals to help them relax and heal, and explore how products can resonate with that. 

Covid-19 Trends

The New Beauty Essentials

Our new go-to essentials are quickly changing and brands are being forced to adapt and reshape their product offerings to meet the post-Covid-trends of beauty and personal care. Lipstick was once our staple product in our handbag but instead consumers are reaching for their hand sanitisers. Brands can look at elevating standard sanitisers with fragrance and packaging designs whilst also offering additional beauty benefits such as hydrating or anti-ageing. 

Touchland is a brand which leads by example in the hand sanitiser category. 


Blue Light Beauty Continues to Grow

The pandemic has forced more people to work from home, relying heavily on the use of digital platforms, video calls and virtual communications, making way for protective anti-pollution products. Blue light beauty can help protect the skin from harmful exposure to blue emitted light from screens helping to fight against premature skin-ageing and brands should consider exploring this trend. Although it was once a slow burner, more and more consumers will begin to understand the effects of blue light on the skin, and will look for products to help combat it. Brands should look beyond just skincare and consumers will seek products that offer protection as well as aesthetic values. 


Maskne (mask-acne) is unfortunately something we're all experiencing due to the frequent wearing of masks. Mask wearing is the new normal, creating a need for products to tackle blemishes and skin conditions cause by face masks. Users will search for protective treatments to help prevent breakouts but to also help repair and revive the skin. 

Streamlining skincare regimes will be top priority for consumers. Not only due to cost restraints impacted by the recession making hybrid products or less products more appealing, but also to reduce products building up underneath masks.