As UK consumers prepare to emerge from isolation, back into society, personal grooming may need some attention.
The lockdown has temporarily altered some habits and purchasing behaviours such as deodorant use and amplified other existing trends such as washing hair and shaving less frequently. Many consumers have been experimenting and will switch allegiance to different products that now align with their lifestyle, finance and altered outlook on the world.
With hairdressers and beauty salons closed, more and more consumers have been turning to ‘do-it-yourself’ kits at home. And those choosing to keep new lockdown beards will boost the already booming market for balms, oils, shampoos and wax.
The personal care industry has also been big on wellbeing and positivity for a long time, messaging that's even more relevant to counter the stress impacts of the ongoing COVID-19 pandemic. The escapism of beauty rituals and skincare regimes help with relaxation, encouraging an affordable stress-free ‘digital detox’.
For the third in our series of Hot Sector briefings on the Pearlfinders platform, we have gathered intelligence on the marketing and sponsorship setup at 22 personal care brands - including shampoo, hair dye, deodorant, skincare and shaving products. To help you plan and implement a successful business development campaign to the sector we have profiled the key marketing contacts, suppliers and partnerships at each brand. A ready-made target list.