Opinium surveyed Americans to learn about the changing nature of beauty in society and look at how beauty brands can adapt to survive lockdown. The research revealed that a quarter of Americans (25%) are wearing less color cosmetics (foundation, blush, lipstick, eyeshadow) in lockdown. Of those who are using makeup less often, over a third (35%) feel relieved that they don’t have to wear it anymore, while 39% are enjoying feeling like a more natural version of themselves. Fifteen percent of Americans expect to continue wearing less makeup, suggesting a potential longer-term impact on beauty standards. However, not everyone appreciates the option to follow lower-maintenance beauty routines – a smaller number (28%) miss wearing cosmetics and a fifth (21%) say they don’t feel like themselves when not wearing them. 

More than two-in-five Americans (44%) wearing cosmetics in lockdown are doing so as a form of self-care during a difficult time. Older cosmetics users (those aged 55 and older) are more likely to be applying cosmetics during lockdown for this reason – 49% compared to 38% of younger Americans aged 18-34 years.

Beauty products are also serving as an affordable way for consumers to “treat themselves” during lockdown, with nearly a quarter (23%) revealing that they have treated themselves to higher-end or luxury beauty products while at home more. 

While cosmetic use has declined, skin and haircare products have seen an increase in usage during the lockdown period. Three-in-10 (29%) are using skincare products more and a quarter (25%) are using haircare products more. A fifth (20%) report that they’ve been following longer and more elaborate skincare routines during lockdown and over a quarter (28%) are using more face masks. Similarly, a fifth (20%) are using more hair treatments.

So, how can beauty brands and salons adapt to the new market? Heavy cosmetic users are interested in signing ...