It goes without saying that, as a consequence of the COVID-19 pandemic, well-being has taken center stage. Consumers are prioritizing their mental health and view their beauty routine as an opportunity for self-care. And, motivated by the desire to convey their identity, use their beauty products to enhance confidence, express personality and experiment, and demand new products and experiences that have associations with comfort, security, and positivity, say, a fond childhood memory. This has become a new trend: “Back to fun” beauty trend.
However, this feel-good trend extends beyond the individual. Consumers want to feel cared for, but they want to care too. To respond, brands should see it as an opportunity, and create fun, feel-good products that care for both consumers and the environment.
The world is changing rapidly after the COVID-19 pandemic, and brands should do all their best to respond to key new market trends if they don’t want to get left behind. In the beauty industry, two new trends are here to stay: “Back to fun” and Sustainability. But how are they related? What do consumers care about? In this guide, we answer these questions and more. In this spirit of care, joy, and positive emotions, we present seven fun formulations to inspire you. Playful doesn’t have to mean plastic, and sustainability shouldn’t be boring!