May 04 2020 Central Highlights

What COVID-19 means for wellbeing in Latin America

In the Mintel 2030 Global Consumer Trends, Graciana Méndez - Senior Regional Insights Analyst, LATAM identified well-being as one of the main factors that will drive consumer behavior and spending decisions in the next decade, specifically the choices that consumers make to ensure a healthy life, including the good -being physical and mental. As COVID-19 hits Latin American markets, feelings of isolation, uncertainty and stress will take a toll on emotional and physical wellbeing.

"However, along with that, come opportunities for brands to be trustable resources and solutions. The impact behavior changes due to COVID-19 are taking place in the personal and home care and beauty industry in Latin America.

As we observed in other markets, the dissemination of COVID-19 brought a greater focus on personal hygiene, hygiene and disinfection. In the short and long term, consumers will look for products with proven cleaning capabilities.

As feelings of anxiety and loneliness take a toll on emotional health, technology is enabling connections. However, as screen time increases, the need to switch off will also grow.

Brands can encourage digital detox with beauty rituals like home spa experiences and meditation, while raising awareness of blue light protection."


According to global market research firm, 81% of Brazilian consumers are worried that the outbreak might affect their lifestyles. 33% of South Korean consumers are extremely worried about the risk of being exposed to COVID-19.

Germ-free, stress and relaxation environments were already important to Latin American consumers long before the global spread of COVID-19.

According to the Mintel survey, more than 60% of Brazilian consumers say they are actively looking for ways to reduce stress, and a third of Mexican consumers say they are interested in beauty / beauty products that help them relax. Meanwhile, half of Colombian consumers say that when cleaning the house, creating a germ-free environment is very important to them.

Relief from increased screen time, stressful routines and social media fatigue due to quarantine measures, consumers will be on screens even more than usual, including working from home and doing business via video conferencing.

This can make the boundaries between professional and personal life seem to disappear. Moreover, those with kids are faced with a new reality of spending time with the family 24/7, while working, doing household chores, and helping kids with online education.


Opportunity for industries

These lifestyle changes can lead to increasing anxiety and stress. Beauty brands have an opportunity to encourage self-care by creating indulgent experiences through products and services that deliver relaxation and reconnect consumers with themselves. For example, Natura is heavily promoting its meditation app (launched in 2018). The app offers practices focused on breathing, relaxation, kindness, and mindfulness.


Support communities in need

Faced with shifting consumer needs, beauty and personal care giants are stepping outside of their usual activity to support communities in need. Unicef and Granado teamed up to donate soap to Rio de Janeiro’s slums. O Boticário has donated 1.7 tons of alcohol-based hand sanitizer to the Municipal Health Department of Curitiba.

Encouraging consumers to spend their idle time with beauty products

With more time on their hands, consumers are embracing tutorials to upgrade their makeup styles and skincare routines, and to learn about new products and techniques. Beauty bloggers are offering helpful tips, suggesting new ways to use products, and encouraging consumers to replace expired products.

Creating home spa experiences to improve mood

Brands are innovating formats and textures to enhance consumers’ personal care routines and improve their mood during quarantine. For example, specialized haircare brand Madamelis is offering consumers a spa-at-home hair experience with a cacao-based hair mask.



Product highlight:

Longer screen times and stressful routines create new needs

With social distancing measures in place, consumers will spend more time online. There is room to promote relaxation and even blue light protection.

KurCosmetics has launched a new body lotion that is supported by a meditation audio experience that is activated by a QR code (Brazil).

The Chemist Look Ultra/B 4.0 claims to block blue light and hydrate the skin, leaving it smooth and soft (Uruguay)

Be Rise Store Eye Sleep is a supplement that treats digital eye strain to improve overall sleep quality by tackling the core problems of stress and fatigue caused hours in front of screens and being surrounded by technology (Japan).

What’s Now and what’s next

What brands need to consider now when developing strategies for the short- and long-term

With more spare time, people will likely turn to beauty rituals to de-stress, cooking as a form of bonding and entertainment, and tidying up to improve organization and mood.

Hygiene is being redefined:

Consumers are working hard to keep both their homes and bodies germ-free. Hand washing has intensified and we will likely see people bathing more often, doing more laundry, and cleaning and disinfecting their homes more regularly.

Screen-based lifestyles are bringing new needs:
Digital updates are replacing human touch and face-to-face interactions. As quarantine measures continue, there will be opportunities to raise awareness of the dangers of blue light exposure and to position products that promote blue light protection.

Hydration for thirsty skin: As the outbreak starts to fade away, and consumers stop washing their hands so often, people will look for solutions to help re-hydrate skin and increase elasticity, such as hand-repairing gloves.