How COVID-19 is changing the world of beauty

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Contributed date

May 7, 2020 - 2:05pm

Critical Commentary

This report by McKinsey & Company was created on the basis of their previous global consumer survey. The report outlines how the beauty industry has been known for its resiliency during crises. However, there have been shifts in trends across the globe concerning what the future of beauty will look like post COVID-19. The report does a strong comparison of expected trend numbers, product consumption, and between industries like apparel.

This piece is useful in giving an industry perspective regarding consumption. More specifically during economic downturns and significant shifts of consumption. With COVID-19 have a significant focus at home and the beauty industry as both an essential and non-essential business, how has the beauty industry become more resilient? How do people's view of beauty as "essential" shift our needs as a society? Is this created from larger institutions or just our cultural understanding? How are these "rights" included like our energy rights?


Gerstell, E., Marchessou, S., Schmidt, J., & Spagnuolo, E. (2020). How COVID-19 is changing the world of beauty (pp. 1-8, Rep.). New York City, NY: McKinsey & Company.



Group Audience

  • - Private group -

Cite as

Emily Gerstell, Sophie Marchessou, Jennifer Schmidt and and Emma Spagnuolo, "How COVID-19 is changing the world of beauty", contributed by Sumita Gangwani, The Energy Rights Project, Platform for Experimental Collaborative Ethnography, last modified 7 May 2020, accessed 21 June 2024.