Restructuring in the Cosmetics Industry After the Pandemic
Sectoral Activities After Covid — 19
Covid — 19, which affects the whole world, is reshaping our daily life, habits, in short, our lifestyle. Therefore, it causes a new structuring in customer-brand relations. In this process, it becomes essential for the companies in the sector to go through a restructuring in this direction.
At this point, although many sectors have been negatively affected by this epidemic, the cosmetics sector seems to have managed to stay out of it. Although our habits have changed, the cosmetics industry continues to grow every year. Although the affected stores had to close their shutters in the first months of the epidemic, the use of e-commerce started to rise at the same pace, and the sales of disinfectant, soap, and hygiene products reached record numbers and managed to keep this sector afloat.
This sector, which works interactively with its customers, manages to overcome another problem due to the epidemic. Because the cosmetic habits of consumers, who have to reconsider their priorities under restrictions and quarantine conditions, are undergoing a radical change.
So, how have consumers’ cosmetic habits transformed with the pandemic? Which products have risen to the leading position in the sector?
At this point, the increase in the use of social media and the interest in influencers in digital marketing has been one of the most critical developments that ensured the growth of the cosmetics industry. At this point, the product they published from their accounts changed the rankings of which of the products in the sector would be the leader. Because new generations now direct today’s sector companies. According to the number of followers in their accounts, they severely impact the products used.
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