At the same time, the sudden outbreak of the epidemic has stimulated consumers' pursuit of quality life. People know how to cherish the present life, look forward to enjoying life, boldly pursue the enjoyment and experience of beauty and try new things. At the same time, it will pay more attention to environmental protection and be grateful for nature than before the epidemic.
In the post-epidemic era, consumers' psychology has changed from initial anxiety to being more calm, and only pay attention to the coexistence of rational consumption concepts of good quality and low price, sensory consumption concepts of "emphasizing brand, style and use" and perceptual consumption concepts of "emphasizing spiritual satisfaction"; Economic recession will accelerate first-and second-tier cities to enter the "fourth consumption era", that is, a society that values "enjoyment".
Affected by the epidemic, the uncertainty about safety, health and future leads consumers to be more cautious when buying; In particular, the influence of expert advice has become stronger. From the discussion and comparison of psychological motives of personal beauty and skin care products on the Internet, it can be seen that before the epidemic, the effect, ingredients, brand, service experience and subsequent endorsement are the main factors for online people to consider buying, while after the epidemic, health, safety and expert opinions become more reasons to consider consumption. Although consumers' consumption behavior and product demand are being reshaped into safety and health, consumers' yearning for a better life will not change. They still hope to improve their quality of life through high-quality and cost-effective products, and attach importance to face value, fashion design and comfortable experience. Therefore, health and safety have become the main psychological motives of consumers, while pursuing the enjoyment of beauty and experiencing a little happiness.
The loneliness accumulated during the epidemic period and isolation period will be greatly released in the post-epidemic era. With the release of dividends for online social needs such as short videos and live broadcasts, various industries have started to lay out their own digital transformation paths by relying on the live broadcast platform to test the water. In the post-epidemic era, the mode of live broadcast+e-commerce has changed from the initial self-help means to the standard online layout of enterprises. In the beauty industry, live broadcast, as an online purchase channel, has a very high mention rate among offline consumers in various cities, and has a higher penetration rate among offline consumers in low cities.
The epidemic has profoundly changed our personal habits. Some organizations predict that masks will become just needed by the public in the next two years. For the beauty industry, the skin problems and beauty needs caused by wearing masks for a long time will become a long-term problem. In the post-popular generation, skin care is no longer just "to be more beautiful", but to maintain skin health and solve skin problems as the main appeal. Safety and stability are more important than quick and effective product results.
Repairing the "mask face" formed by wearing a mask for a long time will become a pain point that has long plagued many consumers. Lingge data shows that acne, allergic redness and sun protection are the biggest needs of consumers for skin care.
Among the preferences of people wearing masks, the overall proportion of plant components is more prominent than that of chemical components, but among the top five components in absolute value, chemical components occupy three seats. In order to solve the problem of acne and allergy that consumers are troubled by, mild ingredients such as calendula, amino acids and ceramide are the first choice to repair the skin barrier, and bactericidal and antiallergic ingredients can effectively alleviate allergic phenomena. Natural calendula ingredients, with antibacterial and anti-inflammatory effects, can clean and relieve oily skin, especially suitable for summer mask face troubled by acne.