The shopping and consumption habits of consumers globally shifted dramatically in 2020, as the coronavirus (COVID-19) pandemic forced many to stay home. This shift has had a far-reaching impact within the beauty and personal care industry. Digital shopping behaviours such as internet-based research and advertising, brand interactions and online purchases have accelerated. Personal hygiene became a critical element of everyday grooming, particularly frequent hand washing and sanitising. Even indulgences such as spa treatments have shifted to home environments in 2020. Self care in the beauty and personal care space is now frequently associated with activities such as hot baths, home manicure and pedicures and self-applied face masks.
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