For 70 years, Aptar’s deep understanding of market trends and consumer needs has continually driven its Beauty + Home’s product innovation agenda. In our post-pandemic world, Aptar predicts product design and packaging will become key elements of the evolving relationship between consumers, beauty, and home care brands.

This year, the “new normal” will finally begin to unfold. Brands will start a new chapter informed by lessons learned from the crisis and while driving innovation to adjust to the new long-term needs of their consumers. Aptar Beauty + Home commissioned global research amid the COVID-19 pandemic. In total, 9,600 people were interviewed over two distinct phases—one in June and the following in October/November 2020, across four markets: France, the US, Brazil, and China.

“Our study revealed, for example, that COVID-19 led some consumers to re-evaluate the health of their homes and its impact on their mental wellbeing. That increased anxiety around hygiene and personal well-being is playing out significantly in the Beauty & Personal Care space,” shares Marie Jacquemin, Consumer Studies Manager, Aptar Beauty + Home.

Overall, the study revealed heightened consumer concerns around hygiene, effectiveness, and sustainability.

Beauty & Personal Care Consumer Profiles:

• The Unphased are predominantly male, and for this profile it’s “business as usual.”
• The Survivors have ventured into DIY solutions to solve supply problems or relieve financial constraints.
• The Anxious (27%) are concerned; they look primarily for reassurance and, therefore, expect their trusted brands to provide safe and protective solutions.
• The Reinventors (28%) tend to be younger and perceive the pandemic as an opportunity to transform their lifestyle.

Home and Air Care Consumer Profiles:

• The Unphased (31%), similarly to the Beauty and Personal Care segmentation, have not felt the need to change their home cleaning routine.
• The COVID Aware (36%) search actively for products that will acknowledge and respond to the pandemic threat.
• The Changed (33%) are more deeply concerned and rethink their home cleaning routine completely, requiring new, breakthrough products.