Spring Awakenings
Personal Care launches offer fun and
convenience... Ava Caridad, Editorial Director
“If winter comes, can spring be far behind?” asked
the poet Percy Bysshe Shelley in 1820. As consumers
begin to put another winter behind
them and look to warmer weather, new and
innovative personal care products are invariably launched to
coincide with their grooming needs and desires.
The impact of the COVID-19 pandemic is apparent in every
industry across the globe, and the Personal Care category
is not immune, according to Olivia Guinaugh, Home & Personal
Care Analyst at market research firm Mintel. In fact,
certain elements of consumers’ personal care routines—such
as shaving and washing hair—slid in the lockdowns of 2020,
leading to longer purchase cycles. Despite some struggling
segments, the personal care market is expected to remain
relatively stable in the coming year, said Guinaugh.
Market research firm Euromonitor International
concurred that the pandemic had a major impact on
certain areas of beauty and personal care in 2020,
with the effects of the U.S.’s efforts to slow
the spread of the virus, such as lockdowns,
business closures and travel restrictions,
negatively influencing some performances.
At the same time, others, such as bath
and shower products, saw rising sales
due to their importance in maintaining
personal hygiene levels.
14 Spray February 2021