Beauty and well-being: how to respond to new market challenges?

Environmental awareness has re-signified the consumption habits of many people in recent years. More attentive to the actions of the brands, consumers have valued sustainable raw materials and are looking for information about products, processes and positions. Transparency has become a prerequisite for decision making and these new demands have considerably changed the beauty and

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Environmental awareness has re-signified the consumption habits of many people in recent years. More attentive to the actions of the brands, consumers have valued sustainable raw materials and are looking for information about products, processes and positions. Transparency has become a prerequisite for decision making and these new demands have considerably changed the beauty and well-being market.

However, the coronavirus crisis added factors to the equation of companies looking for relevance in the segment: the need to rethink priorities and care for physical and mental health. So, how to create value in this new scenario? Find out in this article!

New beauty and wellness priorities

The economic crisis and the growing concern with health, driven by the pandemic, have created new patterns, consumption habits and routines of beauty and well-being. Cautious about finances, consumers are more selective and look for products and services that deliver good value for money. In addition, the distance period strengthened the search for physical and emotional health care.

According to the survey “Health and Beauty in the Coronavirus Era”, published by Euromonitor in July 2020, 34% of global consumers are taking action to manage stress, anxiety and mental health. Therefore, there is a tendency for people to seek solutions to combine beauty care with relaxation rituals.

How should brands respond to new market challenges?

With strategy, attention to new consumption behaviors, sustainable positions, actions and good communication, it is possible to stand out in the face of so many changes. Know how!

1. Investing in transparency and information

The search for information about products and services is growing. People have relied on scientific foundations and expert testimonies to build their self-care rituals. Not surprisingly, earlier this year, Google data already pointed out that, instead of doing generic searches like “organic moisturizer”, consumers have been looking for specific ingredients like “aloe vera” or “hyaluronic acid”.

So it is very important that brands in the beauty and well-being segment invest in transparency when communicating with their audiences, clarifying the choice of inputs, processes and how their products can collaborate with customers’ needs.

Brazilian cosmetics brand Sallve is a good example of this. Through its virtual channels, the company gives space for specialists in dermatology and behavior to explain the ingredients used in the products and how they can be applied to wellness routines.

Combining “sincere conversations, safe choices and incredible formulas”, from the beginning, Sallve approached its consumers to understand their skin care needs that were not yet being met by the Brazilian market and to co-create products. Thus, through social media and discussion forums, the company brought people to the center of the development processes

2. Combining personalization and technology

The digitization of processes, combined with technology, allows brands to increasingly approach the needs of their customers, developing personalized solutions and integrated experiences.

Want a good example? Guided by the purpose of delivering natural and personalized formulas, the Brazilian cosmetics company JustForYou offers a form for consumers to inform the characteristics of their hair, the care routine they receive, reveal life habits and personal style and send photos.

From this, with the help of Artificial Intelligence, the brand evaluates the best combinations of ingredients and defines a specific treatment formula for the person. And product packaging is a fundamental part of the personalization experience: they carry the name of each customer.

3. Offering practical and innovative solutions

If health has gained the center of attention in well-being routines, the diet of many people has also been reassessed. A survey by the Brazilian Association of the Food Industry for Special Purposes and Congeners (Abiad), in May 2020, found that in all Brazilian homes assessed, at least one resident uses food supplements. Among these people, 48% started to consume more multivitamins in the pandemic. Most of them (63%) sought, with this increase in consumption, to strengthen immunity.

Aware of this growing behavior, Nestlé innovated and developed, in China, NesQino – a solution that allows consumers to customize healthy smoothies, shakes and milkshakes, combining superfoods and vitamins according to their preference or need. The ingredients are packed in sachets and the drink can be prepared by the person, anywhere, in an electric glass also created by the brand.

The company also developed an app for customers to access nutritional information, explore combinations and share recipes with friends. And the packaging communication is very intuitive, enabling a quick understanding of how to create and prepare drinks.


Every day, the search of consumers for beauty and well-being brands that are willing to establish transparent dialogues, be able to deliver quality, personalization and differentiation and make visible commitments to sustainability becomes clearer. Not to mention the need for companies to adapt to people’s growing health concerns, driven by the pandemic.

For this segment, several opportunities arise with the new challenges. Through an approach to the community and taking advantage of the potential of technology, it is possible to co-create effective and innovative solutions, delivering value and facilitating people’s routine.

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