Since Corona 19, there is also a change in the Indian cosmetics market, and analysis has shown that domestic companies need marketing accordingly.
According to the 'Global Cosmetic Focus', recently published by the Korea Cosmetic Industry Research Institute, as Corona 19 spreads across India, it is difficult to visit offline stores such as spas and beauty salons, and the demand for home care products increases as the time spent at home increases appear.
As Indian consumers start looking for DIY (Do it Yourself) products that they can do at home, DIY hair kits, skin care kits, pedicures and manicure kits are in high demand even in the Corona 19 situation.
Local brand Plum said that there are many orders for skin care and hair care products, and among them, skin care kits are very popular.
Biotique, a skincare brand based on traditional medicine in India, also reported that DIY home facial kits have been popular since Corona 19.
Colorbar, a popular color tone brand in India, has delayed the launch of color cosmetics products and launched new skin care products by investing in clean beauty-based skin care solutions in response to changing consumer demand.
In the hair care sector, industry responses are continuing due to Corona 19.
L'Oréal India found that 80% of consumers responded that they would continue to dye even if it becomes difficult to go out due to Corona 19. The kit was released and attracted attention.
Indian color cosmetics brands are responding to changes in demand, focusing on products that have high persistence and do not stain clothes or masks.
Lipstick is an essential makeup product for Indian women, but demand has declined sharply since Corona 19 due to the decline in necessity and smearing problems caused by wearing masks.
However, as demand for matte products that do not smudge on masks has recently increased, the industry is actively marketing, focusing on lipstick.
Lakme is conducting marketing on social media in which influencers regularly post pictures that certify that they do not come off the mask after using the 'Absolute Matte Melt Liquid Lip Color'.
Color Bar announced that the popularity of Kissproof lipstick has increased since Corona 19 and plans to add color. Nykaa Beauty launched 12 different colors of Matte Luxe lipstick in June, attracting attention. .
It is also noteworthy that the online sales of beauty products have soared due to the influence of Corona 19.
According to Unicommerce, an e-commerce order management system company in India, the amount of e-commerce orders in the beauty and wellness category in June 2020 increased by more than 130% compared to February 2020, before the spread of Corona 19.
As offline store sales become difficult, many companies enter the e-commerce platform and consumers mainly purchase online. As a result, online platforms such as Nykaa, Amazon, Flipkart, Snapdeal, etc. It is analyzed that cosmetics transactions have increased.
An official of the Korea Cosmetic Industry Research Institute said, “As the time to stay at home due to Corona 19 has increased, the popularity of DIY home care products has increased in India. I am getting it.
He added, “In response to the market situation changed by Corona 19, marketing tailored to consumers’ preferences is required.” It would be better to configure it with a mini kit.”
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