Your Happy Place” aimed at customers looking
to destress. The concept, in the works before the
pandemic, was accelerated by one year.
— Companies are also reinventing marketing
to cater to the new way of grooming. Little
says Edgewell retooled an ad campaign for
a multipurpose facial beauty tool to focus
on eyebrow-shaping because of the rise in
video calls.
— Within makeup, eyeshadow and eyeliner as
well as false eyelashes are thriving as people
play up the features that are peeping through
their masks when they’re out, says Larissa
Jensen, NPD’s beauty industry advisor. Hair
products saw an 11% sales increase during the
third quarter as people take a DIY approach to
coloring and styling.
Says Esi Eggleston Bracey, chief operating officer
of Unilever North America’s personal care and
beauty division: “This is a wellness revolution.”
A DEEPER IMPORTANCE
How deep does this run? Is all the pandemic
self-care working, or are people are just going
through haphazard motions? One psychologist
compares it to a roller coaster — up on some
days, down on others.
“Some days, you have a great day when you did
all the things you wanted to do. You got up on
time, you made a salad. And then the next day, it’s
Cheetos for lunch,” says Dr. Vaile Wright, a senior
director at the American Psychological Association.
Being kind to one’s self feels especially
important during the pandemic, where every
aspect of human life has been impacted and