Digital meeting point for trends

COSSMA: How did you come up with the idea of introducing a new skin care platform? What was the origin?

Fabienne Bizeray: The lockdown experience of the last months because of Covid 19 has altered consumers’ daily habits, which has fundamentally shifted their beauty routines and theattributes that they seek in products. The origin of the “Skin and Sun Care New Normal” platform was to identify the key skincare trends emerging as a result of this shift in consumer behaviour, and share associated products that address these developments so that our customers can address these evolving consumer demands. 

How does the use of this platform work? What content does it offer?

The platform identifies four overarching trends that we see driving consumer behaviour since the beginning of the pandemic: products, that…

• respond to an increased focus on safety and hygiene
• can combat dry or dull skin from staying indoors
• can create a spa experience at home and
• can stand out while wearing a facial covering

We have a very broad portfolio in the market and an in-depth formulation know-how, which we’ve leveraged to develop formulations that can help consumers adapt to their altered beauty routines. Within the platform, customers can access technical information on the formulations that inform how their products can address these trends. 

Who is the skin care platform aimed at?

The platform is aimed at formulators, who can create new solutions to address these emerging trends, brand owners and marketers, who can convey to consumers how new products can benefit their evolving personal care regimen, as well as anyone else looking to help consumers adapt to altered beauty routines and increase brand engagement in the process.

How long has the platform been online and what are the first experiences or the first feedback from users?

We first launched the platform in May of 2020, as the impact that quarantine was having on consumer behaviour began to come into focus. Users have been very positive on the platform and feel that it has been a beneficial resource and tool in responding to the shifting needs of today’s consumers.

How has consumer behaviour changed in terms of the demand for cosmetic products as a result of the Covid-19 pandemic?

With many consumers having an abundance of at-home time and a need to decompress, demand has increased for products that can provide a spa experience from the comfort of one’s house. Many have now made do it yourself beauty treatments, such as our “Icing on Top”, “Leave on facemask”, a chance for a durable shift in their well-being routines. The pandemic has also increased awareness of the importance of personal hygiene, and as consumers have significantly increased the frequency of hand washing, we’re seeing demand for skin care products that prevent irritation and dryness. This can be observed especially with hand creams. Consumers around the globe have adopted facial coverings as a necessary means to combat the spread of the coronavirus, and many are now looking for products that can stand out and make a statement while wearing a mask. For example, we’ve seen a spike in preference for bold eye products such as mascaras, eyeliners, eye shadow, … 

What are the plans for the New Normal Skin Care platform?

Dow has a global network of expertise with business centres, research and development (R & D), manufacturing plants and customer application

centres around the world. We are leveraging this expertise for our customers and will continue to provide the “Skin and Sun Care New Normal” platform as a resource for our customers to understand how these changes translate into regional and local customer behaviours and inspire our customers to leverage the opportunities to grow in the skin and sun care market. As measures to contain the pandemic continue to advance, and consumer behaviour evolves in response to the next normal, we’re continuing to monitor emerging trends and considering how our products and formulation expertise can be a resource for those looking to meet and exceed the expectations of consumers in an ever-shifting landscape.