COVID-19 Pandemic: ‘Clean Beauty’ Disruptor Or Reinforcer?
Marketing intelligence firms have different ideas about how the COVID-19 pandemic will impact the “clean beauty" phenomenon.
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CEO Mary Dillon noted during Ulta’s fiscal 2019 year-end call the rise of “clean beauty” at a time of growing interest in cosmetic ingredient safety. The retailer aims to provide its customers in 2020 with “a framework to help them evaluate products based on what's most important to them.”
Cosmetics regulatory reform efforts continued in 2019, which also saw Congress’s first cosmetics safety hearing since 2016. Meanwhile, the “clean” beauty movement gained momentum, fueled by the widely held perception that outdated regulations are allowing cosmetics consumers to be exposed to dangerous chemicals.
Drunk Elephant is on track to record more than $100m in fiscal 2019 sales, reflecting compound annual growth north of 120% over the 2016-2019 period. Shiseido is drawn to the prestige brand’s digital savvy and popularity with younger consumers, in part due to its emphasis on “clean” skin care.