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While the confinement period had already taken a heavy toll on the makeup sector, it would seem that the wearing of the mandatory mask continues to undermine that of lipstick. Zoom in on these unprecedented market upheavals.
Between confinement, the expansion of teleworking and the widespread use of masks, the times are gloomy for the cosmetics industry and especially for lipstick, whose sales are in free fall. Indeed, while French women have tended to drastically reduce their make-up habits between the months of March and May, the return to "normal" life continues to cause interest in this type of product in particular to plummet. Still, the cosmetics industry was very hopeful that its numbers would pick up again once deconfinement was pronounced, but obviously the mandatory mask wearing decided otherwise.
Invisible and messy, wearing lipstick under a mask is neither pleasant nor practical, nor is it very interesting. Moreover, it would seem that this is the general observation that many have come to establish after only a few days of futile attempt. In the end, lipstick is abandoned: according to My Little Box *, seven out of ten French women have even put a stop to the step of making up their lips because of the mask.
Fortunately, this post-deconfinement downward trend is not true for all cosmetics, and eye care and makeup products are on the rise. It's a safe bet that if the wearing of a mask tends to be prolonged, trends in terms of make-up are likely to continue their transformation and the sector will be forced to continue to reinvent itself. What will happen to the products of contouring ? Cosmetics no-transfer and waterproof will they also make a breakthrough? The era of no-makeup will it end up being advocated? So many questions that only the months to come will be able to answer.
And what about you? Has the health crisis got the better of your beauty habits?
* survey developed in June 2020, with a sample of 700 women aged 18 to 66.
Read also: Where to buy quality washable masks?