As the coronavirus pandemic takes root in the U.S., consumer research firm Poshly conducted a survey with more than 800 consumers and beauty industry professionals to gauge their response to the outbreak.
Not surprisingly, the majority of respondents are apprehensive, with about two-thirds in each group responding “a lot” or “a great deal” when asked how worried they are about the virus.
However, when it comes to the impact of the outbreak on beauty, professionals were much more concerned, with 44 percent saying that their outlook for the next three months is “bad” to “very bad,” compared with 25 percent of consumers.
Another similarity, though, is their joint efforts to contain the spread. Ninety-three percent of each are focusing on their hand-washing efforts, with 90 percent of consumers partaking in social distancing, while 90 percent of professionals focus on sanitizing tools and their work spaces.
When it comes to products, consumers are stocking up on buying personal care (64 percent), body care (43 percent), facial skin care (40 percent) and hair care (37 percent.) Eye, face and lip makeup ranked relatively low on the list.
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When asked if now is an ideal time to launch products, 66 percent of consumers said “no.”
The service sector looks to be particularly hard-hit by the outbreak. Almost half — 47 percent — of respondents canceled haircuts and 29 percent canceled hair-color appointments. Over a third have cut manicure and pedicure appointments, and 24 percent canceled other treatments, such as massages.
Poshly also asked respondents which brands they thought were doing a good job responding to the crisis. Only half could name any brands or retailers whose efforts they applauded, but among those mentioned were retailers including Sephora and Ulta, lauded for closing their doors; LVMH Moët Hennessy Louis Vuitton for converting its production facilities to hand-sanitizer production; Dollar General, for senior-only shopping hours, and Bath and Body Works for its popular hand sanitizers.