Our beauty regimen’s new masked reality.

The PANDEMIC has disrupted every aspect of our lifestyle and consumption habits, including our use of BEAUTY products. And now that health measures have become part of our day-to-day, it’s clear that this period of our lives is far from over. Here’s how to keep up your regimen in this NEW REALITY.

SHOPS AND RESTAURANTS closing for weeks at a time, working from home for who knows how long, frequent handwashing, public mask-wearing .... The COVID-19 crisis has turned our everyday lives upside down. As we see-saw between various levels of imposed confinement, the repercussions of this new reality have reached all the way to our cosmetics cases. The first change to be noticed in the beauty industry? An increased interest in comforting self-care products and products that pamper skin damaged by enhanced health measures. “We’ve observed a considerable jump in the sales of facial cleansers and of hand moisturizers, as our hands have been a ected by repetitive washing,” says Samantha Daude Di Nacera, vice-president and chief marketing o cer for L’Oréal Canada. However, products like perfume and makeup have registered significant losses despite the explosion of e-commerce. So, what does the future hold? “Beauty is and always will be a way to feel good,” notes Daude Di Nacera. “This crisis has accelerated the rise of ‘digital beauty’ in a phenomenal way, but the desire for expert knowledge, human exchanges and sensorial in-store experiences will always be present.”