Post-pandemic Pampering Likely To Be The Most Anticipated Consumer Activity

Source: Global English language social media mentions in connection with what people are looking forward to after Covid-19/quarantine/coronavirus, 24 to 30 March 2020

According to Kantar, a data insight and consulting company, pampering and beauty therapy treatments are likely to become one of the most popular post-pandemic activities, topping eating out, socialising and traveling.

Kantar used a real-time human and artificial intelligence system to scan social media conversations surrounding the Coronavirus pandemic, in order to identify what consumers are most looking forward to post-lockdown. It was at the end of March that social media signals suggested beauty therapy is likely to be the top activity following lockdown. Beauty therapy includes, but is not limited to, going to barbers, hair salons, having a manicure and having your eyebrows done.

“So, if you own a hairdressing business or beauty salon, prepare for a boom in business once quarantine is over. We might also expect to see an increase in demand for beauty and make-up products” said Kantar

Additionally, Kantar emphasised the importance of re-connecting with consumers by demonstrating the value of brand experience. “As we likely near the end of lockdown, the marketing and communication industry has a once-in-a-lifetime opportunity to create engaging, entertaining, brand building and above all memorable content. The challenge will be to strike the right balance and stand out” Kantar said.