COVID-19: Multicultural Haircare Impact & Insights [Update]

COVID Impact - Retail implications and outlining the "new normal" moving forward…

 Returning To A New Normal

Compared to data collected in April, survey data this month shows signs of consumer behavior starting to return to more usual patterns. With restrictions easing in parts of the country, attention is turning to what a new normal might look like. While some purchasing behavior is expected to return to previous levels, we also expect to see some long-lasting changes.

Net Ongoing Shifts In Consumer Behavior Brought About By COVID-19

There are both positive and negative impacts on the hair and beauty category. At an overall level, 16% of multicultural consumers expect to be spending less on hair and beauty than they did prior to COVID-19.

Google Search Trends

Consumers search for a range of hair-related content, including product information and reviews, styling and maintenance tutorials, information about how to manage their hair texture, brand information, hair trends, and where they can buy products either in-store or online. Some are searching less for styling tips and ideas due to decreased styling during the lockdown.