Masks make consumers change focus
By Morgan Hannah, Life & Style Editor
With little to no reason to leave the house, the make-up industry has taken a hit—with lipstick sales falling 15 percent
In times of crisis, despite trying to save up financially for the unknown, we’re all known to indulge in simple comforts—some of us turn to baked goods, some to crafting, and others to makeup. Now that we are a long way from the beginning of the pandemic, most people have accepted that new standards of living life include wearing masks, eating on the go, and doing it yourself. Which means there’s a lot more reliance on the online community, and a lot more YouTube (cue DIY videos and homemade muffins, please).
Entertainment has shifted gears and it seems everyone and their dog is posting reaction videos and makeup tutorials these days, but the funniest new thing is seeing a commercial or Instagram clip that takes COVID-19 regulations to heart, including masked makeup tutorials! So, what must this mean for the lipstick industry if no one is lining the perfect lip anymore?
According to Fortune Magazine, the makeup industry has seen steady profit margins since at least 2005, including during the global financial crisis. However, this pandemic promises to change the industry fundamentally with the consumer’s new focus on skincare creams and homemade beauty treatments rather than rosy cheeks and luscious lips. With little to no reason to leave the house, the make-up industry has taken a hit—with lipstick sales falling 15 percent and prices falling 28 percent. The humble face mask covers half the face, so who has the time bother? And those who do have to deal with smudging. The pandemic has, however, led to an increase in hair product and colouring sales at 172 percent, and nail polish sales at 218 percent. Even eye make-up sales are up!
Does this mean it’s time to contemplate another sorrowful consequence of coronavirus? Do we dash away the daring colours we once placed on our lips? Not necessarily, as face mask wearing consumers are learning more about smudge-resistant and transfer-resistant lipstick options that they’ll still apply for FaceTime meetings and dates. Some brands worth looking into are Stila Stay All Day Liquid Lipstick, Lorac PRO Matte Lip Color, or N.Y.C. New York Color Expert Last Lip Lacquer.
One way to look at things is that the coronavirus invites us to embrace change and to try on new looks! It’s time to take a leap and freshen up that hair with colours never thought of before, or some fun new nails and sharp eyes to stand out even with a mask!