Retail in Asia

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L’Oréal’s beauty advisors weigh in on post-pandemic beauty trends

L’Oréal, a global leader in the beauty industry, aims to boost positive change in the North Asia region through a series of impactful campaigns designed to spread the company’s vision and take on various social issues.

On the ground in different markets, these initiatives are also communicated through the company’s roster of beauty advisors.

“We believe female empowerment is a thing of real beauty, and we are committed to empowering women both inside L’Oréal and in the world around us,” says Zhenzhen Lan, president of public affairs, L’Oréal North Asia and China. “Our beauty advisors [play] a pivotal role in realising this vision.”

SEE ALSO: Shiseido’s Sher Le Chua on the Japanese beauty brand’s bet on experiential retail and science-backed skincare

Here, five beauty advisors from L’Oréal’s stable of beauty brands weigh in on post-pandemic beauty trends.

“Following the epidemic, there has been a noticeable shift in people’s focus on skincare and personal appearance. The prolonged period of staying at home has led individuals to prioritise natural and healthy beauty. Concurrently, the emergence of new technologies such as online shopping and virtual makeup try-on has offered consumers a more convenient and accessible shopping experience. These transformations indicate that the desire for beauty has not waned in the face of the epidemic, but has rather evolved into a more diverse and personal pursuit.” – Qian Meng, Lancôme, Mainland China

“The biggest change after the pandemic is that many customers want to show themselves as more beautiful and confident, as they have been hiding behind masks for a long time. As a result, there has been an increased desire for customers to visit offline stores, experience products firsthand, and find products that suit them.” –  Sun Lee, Yves Saint Laurent Beauty, Korea

Sun Lee, beauty advisor. Source: L’Oreal

“I have observed significant changes in our customers’ makeup preferences due to the impact of Covid-19. In general, people have been opting for lighter makeup looks, with some individuals only applying makeup in areas that are visible or even forgoing base makeup altogether, either due to limited social interactions or the necessity of wearing masks. 

However, there have also been those who found solace in putting on makeup as a way to uplift their spirits during these challenging times. While resistance to smudging and matte textures were highly sought after during the peak of Covid-19, the current focus has shifted towards achieving a sense of lightness and freshness. People are now paying more attention to their facial features, leading to a greater demand for contouring, highlighting, and other products that enhance the beauty of their bone structure, along with blush.

During the pandemic, there was a notable popularity in the makeup lessons offered by the flagship store of Shu Uemura, focusing on eyebrows and eye makeup that remained visible even with masks. However, as the situation has stabilised, there has been an increased demand for comprehensive makeup lessons, including guidance on applying base makeup and skin tone analysis.” – Airi Kobayashi, Shu Uemura, Japan

Airi Kobayashi, beauty advisor. Source: L’Oreal

“The COVID-19 pandemic brought significant changes to the overall environment, and it reshaped the way we communicate and interact with consumers. 

As frontline workers, we initiated communication with customers earlier than most brands in Taiwan, adapting consumer habits by offering options like home delivery and online payment to stabilise sales during the pandemic. In the post-pandemic era, our relationships with customers have become more intimate through online interactions. Consumers shared their thoughts and feelings with us, fostering mutual understanding and trust, and enhancing satisfaction with our sales and products. However, we have also observed shifts in consumer habits, with a growing demand for lifestyle rituals and experiences. To meet evolving needs, product diversity should expand to maintain customer engagement and satisfaction.” – Jill Chen, Lancôme, Taiwan

Jill Chen, beauty advisor. Source: L’Oreal

“In the post-COVID-19 era, the beauty industry has witnessed significant changes in consumer behavior and aesthetics. The rising use of online platforms has become a prevalent trend, as people spend more time at home and explore the internet, they are constantly exposed to new information, products and industry updates.

With people wearing masks more frequently, there has been a significant shift in focus towards eye make-up and caring. Customers now pay more attention to eye issues. I share more beauty tips and techniques specifically for eyes, including eye makeup, eye care, eye masks. I also educate customers on the importance of proper skincare underneath the masks, to help them adopt a fresher skin care approach.” – Chilli Yip, Helena Rubinstein, Hong Kong