Every time I look on the news I seem to see the same information about COVID-19 repeated and I am fascinated by the way celebrities and influencers are facing the struggle to continue to produce content with the restrictions that isolation offers (including no access to makeup artists, Botox, hairstylists etc.). But as a designer I look to the future and the knock-on trends. Not to mention we are all in the same boat and I can so easily empathise with consumers! I have received about 1,000 EDMs pushing Loungewear and WFH attire but what I am thinking about this week is how the change in lifestyle will effect the non-apparel products in our homes and how we interact with them.
Beauty
For some time now I have been fascinated with the influence of sustainability in beauty/skincare and the rise in antibacterial products will truly form and bring this trend to the mainstream market. Many high-end skincare brands have been releasing anti-pollution skin-care. Oskia sell a City Life Facial Mist claiming ‘The non-film-forming formula chelates pollutants on the surface of the skin and prevents them from penetrating further into the epidermis.’ I love the way Oskia explain their product and the reasoning/science behind each ingredient. Consumers are already investing less in makeup and more in skincare. They will now be looking for products that will provide some sense of security from the increasing concerns around environment and sanitisation.
Wellness
The first thing consumers did in lockdown was set fitness goals; joining apps, browsing fitness on Youtube and purchasing the last yoga mats on Amazon. The wellness market was already huge and will be an even bigger priority now. Consumers are placing higher value on health and comfort with the risk of illness brought so close to home. Apart from fitness; mental health is more important than ever and consumers are banding together to support one another and look to anxiety relieving products such as Headspace, Calm app, meditation, aromatherapy etc. Consumers will embrace a sense of slower living with so much spare time on their hands we will see the big return of puzzles, board games, reading and writing. Consumers are looking to escape from within the home, they will reinvest their holiday fund into summer fun activities (blow up pools, cocktail sets, backyard games), ways to connect with loved ones and at home entertainment.
Decor
Home textiles and decor are feeling a lot safer right now than the fashion industry. Sales of homewares have stayed steady as consumers place value on the look and feel of their home. They look for a calming and natural aesthetic with accents of energising and joyful colour. DIY style home products are rising due to the closures of stores, the consumers desire to feel fulfilled with their use of time and the desire to have unique product. The decor will also need to have large amounts of negative space to allow for concentration when working from home. The consumer wants clarity and inspiration now that they cannot leave and soak it up from the world outside.
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