With lockdowns and movement limitations becoming widespread in many countries in Europe, we are seeing an increasing number of articles and tutorials on home beauty and do it yourself.

Indeed, with more time spent at home, people tend to care more for themselves and their skin. It is also a good opportunity to set up a beauty routine and see if it works when done regularly. And while lockdown number 1 was more about productivity and making the most out of our time confined, this time is more about allowing ourselves to take things slowly and focus on feeling good without any pressure or expectation. Maybe because we fear that lockdowns might become something that we will have to learn to live with and it is stressful enough without having to give ourselves more goals to achieve.

On the beauty brands side, creating content like tutorials is the perfect way to communicate and keep the connection alive with customers now that shops are closed again. This time, content is also more focused on people’s wellness. During the first lockdown, brands mostly showed support and were very vocal about their involvement in the crisis. Now the focus is more targeted to customers and how to continue caring and living as normally as possible with the current conditions. 

Consumption has not stopped as it did during the first lockdown episode, and customers have found alternative to physical shopping. They either have fully embraced online shopping or have engaged in DIY beauty recipes they can make from what they have in their pantry. Either way, this situation shows that they have learnt to adapt and still consider beauty rituals as an essential self-care practice.